Publisher's Synopsis
Healthcare marketing is like marketing in other sectors, but it also has characteristics that differentiate it. It has evolved into a unique discipline with features that set it apart from marketing in other sectors. Drawing from the author's many years of real-world experience, Marketing Health Services provides a foundational understanding of the specialized field of healthcare marketing. It delves into the complexities of healthcare markets, explains both traditional and modern marketing techniques geared to healthcare use, and offers guidance on the implementation and evaluation of marketing initiatives.
This fifth edition reflects the impact of the COVID-19 pandemic and the momentum it has provided for emerging developments in healthcare, including pay-for-performance, population health management, and telehealth. In addition, the book offers updated statistics and new sidebars.
Marketing Health Services will help current and aspiring healthcare managers understand the unique demands facing healthcare marketers and the strategies of healthcare marketing for facing these challenges.
