Healthcare Marketing

Experienced healthcare marketers know that the traditional four Ps of business marketing—product, price, placement, and promotion—don’t always translate into the world of healthcare marketing. In this practical guide, the authors address the importance of a different set of Ps—physicians, patients, payers, public, and the presence of politics—for building a solid foundation in healthcare marketing. The book focuses on the unique needs of marketing in healthcare, applying general marketing theory and concepts where appropriate and tapping into the day-to-day experiences of working healthcare marketing professionals. The four main parts of the book are introduced by comprehensive cases that will challenge readers to consider strategic marketing initiatives while teaching them the differences between marketing healthcare and marketing other products and services. Each chapter includes an additional case study that addresses relevant healthcare marketing concepts through real-world applications.

Topics addressed in this book include:

Instructor Resources: A test bank, PowerPoint slides, answers to the end-of-chapter discussion questions and exercises, and teaching notes on the case studies.

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.