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The healthcare industry continues to undergo enormous changes with new laws and policies, fresh innovations, and an increasingly educated health consumer. As such, healthcare administrators must be prepared to shift their strategies in order to meet the demands of this dynamic market. Essentials of Health Care Marketing, Third Edition will provide your students with a foundational knowledge of the principles of marketing and their particular application in health care. Moreover, the text offers a perspective on how these principles must shift in response to the changing environmental forces that are unique to this market.

The new Third Edition is a thorough update of the major environmental changes in health care as they relate to the key areas of marketing. These aspects are most significant in several major chapters within this text as a result of increasing developments in health care strategies in terms of web 2.0, distribution, health insurance changes and the issue of value to the customer and the implication for marketing. Changes in quality and safety initiatives, demographic changes, regulatory shifts; and global competition are thoroughly covered.

This complete curriculum of marketing management tools and techniques is ideal for graduate courses, though advanced undergraduates can readily grasp the level of presentation.

Key features:

-Filled with examples from a wide array of health care providers, health systems, HMOs, physician-hospital organizations, and more.

-Covers fundamental topics such as market research, strategy, and the strategic marketing process.

-Chapters include learning objectives, key terms, and chapter problems for discussion.

-Accompanied by downloadable Instructor’s Manual and PowerPoint slides to facilitate course instruction.

Thoroughly Updated Instructor Resources:

-Over 1,000 Test Bank Questions with page references

-PowerPoint slides with talking points

-8 Case Studies

-Answers to End of Chapter Questions

PartI The Marketing Process
Chapter1 The Meaning of Marketing
Chapter2 Marketing Strategy
Chapter3 The Environment of Marketing Strategy
PartII Understanding the Consumer
Chapter4 Buyer Behavior
Chapter5 Marketing Research
Chapter6 Market Segmentation
Chapter7 Developing Customer Loyalty
PartIII The Marketing Mix
Chapter8 Product Strategy
Chapter9 Price
Chapter10 Distribution
Chapter11 Promotion
Chapter12 Advertising
Chapter13 Sales and Sales Management
Chapter14 Controlling and Monitoring
AppendixA A Sample Business Planning Manual
AppendixB Glossary