The New Rules of Healthcare Marketing

Learn how to successfully market your organization in an era of managed care, integration, and intense competition. Written in an engaging and entertaining style, this book encapsulates the complexities of health care marketing for busy executives, trustees, and physicians.

Discover the components of a successful, integrated marketing approach, including:
-- Creating and maintaining a brand identity
-- Understanding your customers' core needs
-- Achieving excellence in customer service
-- Maintaining focus in your marketing and strategy
-- Implementing one-on-one marketing
-- Using the Internet for marketing and communications
-- Incorporating physicians in marketing
-- Delivering focused products to specific audiences

Arthur Sturm is president and CEO of Sturm Rosenberg King and Company, a Chicago-based healthcare marketing and advertising firm.

Acknowledgments

xi

(4)

Introduction

xv

Rule 1 Your Immediate Challenge Is to Move from Promise to Proof

1

(6)

Rule 2 The Physician Is Still the Focal Point of the Relationship

7

(3)

Rule 3 Your Brand Is a Valuable Asset: Nurture and Develop It

10

(14)

Rule 4 If You're Merging Facilities, Initially Maintain Some of Your Original Brand Identity

24

(5)

Rule 5 Your New Selling Season Is Called "Open Enrollment"

29

(4)

Rule 6 Your Managed Care Contract Is No More Than a Hunting License

33

(6)

Rule 7 In a Consolidated Market, Re-examine Your Notion of Market Segmentation

39

(5)

Rule 8 Nothing Is More "Relationshippy" Than Healthcare: Maximize It

44

(7)

Rule 9 Get a New Vocabulary

51

(4)

Rule 10 Be Cautious in the Use of Outcomes Data

55

(5)

Rule 11 Readjust Your Notion of Service--the Big and Perhaps Only True Opportunity to Differentiate

60

(4)

Rule 12 Alternative Medicine Is No Longer a Marketing "Alternative"

64

(5)

Rule 13 Follow the Consumer for Internet Opportunities

69

(5)

Rule 14 Work with the Retail Pharmacist Watch Out for the Retail Pharmacist

74

(9)

Rule 15 Consumers Still Seek Solutions to Their Health Problems

83

(3)

Rule 16 In the End, the Healthcare Choice Is Still an Emotional Decision

86

(3)

Rule 17 Your New Economic Frame of Reference Is Called "PMPM"

89

(2)

Rule 18 Your Continuing Challenge to Succeed Is Your Ability to Gain and Sustain Focus

91

(3)

Rule 19 Make Radical Changes in the Organizational Structure of Your Marketing Department

94

(4)

Rule 20 Be a Hero in a Tumultuous Market

98

(4)

Rule 21 Marketing's New Accountability Is the 4 Rs

102

(4)

Rule 22 Learn from the Marketing Lessons of Titanic

106

(5)

Rule 23 In an Impersonal World, Find the Right Handshake

111

(3)

Conclusion

114

(3)

About the Author

117

What is included with this book?

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.

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The New Rules of Healthcare Marketing

Summary

Author Biography

Table of Contents

Supplemental Materials

FREE SHIPPING

Rent More, Save More! Use code: BBRENTAL

5% off 1 book, 7% off 2 books, 10% off 3+ books

The New Rules of Healthcare Marketing

Summary

Author Biography

Table of Contents

Supplemental Materials

Digital License