Essentials of Health Care Marketing 4th Edition Eric Berkowitz 1284124207 9781284124200

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ISBN-10 ‏ : ‎1284124207 

ISBN-13 ‏ : ‎ 9781284124200

Author: Eric N. Berkowitz

Essentials of Health Care Marketing, Fourth 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.

Essentials of Health Care Marketing 4th Table of contents:

PART 1 The Marketing Process
1 The Meaning of Marketing
Marketing
The Meaning of Marketing
Prerequisites for Marketing
Who Does Marketing?
The Elements of Successful Marketing
Marketing Research
The Four Ps
The Dilemma of Needs and Wants
Identifying the Customer
The Evolution of Marketing
Production Era
Sales Era
Marketing Era
The Marketing Culture
The Nonmarketing-Driven Planning Process
A Marketing-Driven Planning Sequence
Is a Marketing Planning Approach Needed?
The Hallmarks of a Market-Driven Planning Approach
The Strategic Marketing Process
Stakeholders
Uncontrollable Environment
Society
Target Market
Organizing for Marketing
Service Line (Product)-Oriented Organization
Market-Oriented Organization
A Market-Driven Organizational Culture
Requirements for Organizational Marketing Success
Pressure to Be Market Oriented
Capacity to Be Market Oriented
Shared Vision of Market
Action Plan to Respond to Market
The Evolving Perspective of Marketing
The Changing Health Care Marketplace
The Traditional Industry Structure
The Evolving Industry Structure
Conclusions
2 Marketing Strategy
Strategic Planning Process
Defining the Organizational Mission
Avoiding Myopia in Strategic Planning
Situational Assessment
Differential Advantage
Disruptive Innovations and New Competition
The Visible Value Challenge of a Differential Advantage
Organizational Objectives
Organizational Strategy
Growth Market Strategies
Product Development
Consolidation Strategies
Retrenchment
Determining Organizational Strategy
The BCG Matrix
Five Forces Model
Existing Competitors
New Entrants
Threat of Substitution
Powerful Customers and Suppliers
Blue Ocean Strategy
Developing the Marketing Plan
Establishment of Marketing Objectives
Marketing Strategy Formulation
Specifying Market Strategies
Development of an Action Plan
Conclusions
3 The Environment of Marketing Strategy
Economic Factors
Inflation and Health Care
Consumer Income
Technological Factors
Quality
Cost
Information
Behavior
Transparency
Social Factors
Demographics
Health Care Organization Responses to an Aging Population
Strategies for Capturing the Elderly Population
Structural Responses to the Senior Market
Culture
Competitive Factors
Health Care Competition
Regulatory Factors
Competition
Pricing
Distribution
Telemedicine Regulations
Promotion
The HIPAA Challenge
Conclusions
PART 2 Understanding the Consumer
4 Buyer Behavior
Decision-Making Model
Problem Recognition
Internal Search
External Search
Alternative Evaluation
Consumer Decisions Models
Purchase
Post-Purchase Evaluation
Alternative Decision-Making Sequences
Psychological Influences on Decision Making
Motivation
Attitudes
Lifestyle
Learning
Perception
Perceived Risk
Sociocultural Influences
Family Life Cycle
Social Class
Reference Group
Culture
Industrial Buyer Behavior
Organizational Differences
The Industrial Buying Process
Conclusions
5 Marketing Research
The Marketing Research Process
Problem Recognition
Identification of Research Objectives
Research Design
Data Collection
Analysis and Evaluation of Research
Marketing Information Systems
Conclusions
6 Market Segmentation
Mass Marketing
Market Segmentation
Concentration Strategy
Multisegment Strategy
Selecting Market Segments
Bases for Segmentation
Sociodemographic Segmentation
Geographic Segmentation
Psychographic Segmentation
The Path Valuegraphic Segments in Health Care
Usage Segmentation
Cohort Segmentation
Segmenting Business Markets
Demographics
Operating Variables
Purchasing Approaches
Usage Requirements
The Heuristics of Segmentation
Conclusions
7 Developing Customer Loyalty
Relationship Marketing
Typology of Customer Groups
The Shifting Marketing Focus
Loyalty Matters More in Population Health and a Pay-for-Performance Environment
Creating Customer Bonds
Customer Relationship Management
Satisfaction or Loyalty?
The Customer Loyalty Pyramid
Creating Customer Value
Conducting a Gap Analysis
What Customers Want: Forms of Justice
Types of Complainers
Conclusions
PART 3 The Marketing Mix
8 Product Strategy
The Meaning of Products and Services
Types of Products
The Five I’s of Services
Classification of Products and Services
Classifying Consumer Products
Industrial Goods Classifications
Service Classifications
Managing the Product
Developing the Product Line and Mix
The Product Life Cycle
Product Life Cycle Issues
Modifying the Product Life Cycle
Branding
The Diffusion of Innovation
Conclusions
9 Price
The Meaning of Price
Trends in Pricing
Price Transparency
Price or Reimbursement
Cost-Based Reimbursement
Fee-for-Service
Diagnostic-Related Groups
Capitation
Pay for Performance
Establishing the Price
Identifying Constraints
The Five Forces and Impact on Pricing
Pricing Objectives
Estimating Demand and Revenue
Cost and Volume Relationships
Pricing Strategies
Positioning Value of Price
The Ever-Increasing Challenge of Pricing in Health Care
Conclusions
10 Distribution
Alternative Channels of Distribution
Functions in the Channel
Functional Shifting
Channel Management
Intensity of Distribution
Intensive Distribution
Exclusive Distribution
Selective Distribution
Vertical Marketing Systems
Corporate Vertical Marketing Systems
Administered Vertical Marketing Systems
Contractual Vertical Marketing Systems
Evolving Channels in Health Care
Disintermediation and Reintermediation: The New Paradigms in Health Care Channels
Channel Conflict
Channel Leadership
Using Power
Selected Concepts From Retailing
Structural Dimensions of True Retail Markets
The Retail Positioning Matrix
Retail Mix
The Wheel of Retailing
Conclusions
11 Promotion
The Communication Model
The Sender
Encoding
The Evolving Communication Model: Moving to a Web 2.0 World
The Web as a Strategic Communication Platform
The Message
The Channel
Decoding
Noise
Feedback
The Promotional Mix
Integrated Marketing Communications
Integrating Owned, Paid, and Earned Media
Advertising
Advertising Effectiveness
Personal Selling
Public Relations
Sales Promotion
Factors Affecting Sales Promotion Use
The Product Life Cycle
Channel Control Strategies
Conclusions
12 Advertising
Common Classifications of Advertising
Product Advertising
Institutional Advertising
Developing the Advertising Campaign
Define the Target Audience
Determine the Advertising Objectives
Determine the Budget
Develop the Message
Specify the Communication Program
Inbound Marketing
Evaluate the Response
Web 2.0 and Social Media
Working with Advertising Agencies
Alternative Advertising Agencies
Agency Compensation
Ethics in Advertising
Banning Hospital Advertising
Conclusions
13 Sales and Sales Management
Types of Sales Jobs
New Business Selling
Trade Selling
Missionary Selling
Technical Selling
The Legal Challenge to Sales
The Personal Sales Process
Prospecting
Preapproach
Approach
Presentation
Close
Servicing
Sales Approaches
Stimulus-Response Sales Approach
The Selling Formula
Need Satisfaction Method
Consultative Selling
Managing the Sales Function
Sales Force Organization
Sales Force Size
Recruitment and Selection
Training
Compensation
Sales Force Evaluation and Control
Conclusions
14 Controlling and Monitoring
Controlling and Monitoring Marketing Performance
Market Share Analysis
Sales Analysis
Profitability Analysis
Contribution Analysis
Variance Analysis
Sales Force Control
Advertising Control
Tracking Returns in the Digital Age
Customer Satisfaction Control
Components of a Measuring System
The Marketing Audit

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