Health Care Market Strategy

ISBN-10: 0763789283

ISBN-13: 9780763789282

Edition: 4th 2013 (Revised)

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Description: Health Care Market Strategy: From Planning to Action, Fourth Edition, a standard reference for over 15 years, bridges the gap between marketing theory and implementation by showing you, step-by-step, how to develop and execute successful marketing strategies using appropriate tactics. Put the concepts you learned in introductory marketing courses into action using the authors’ own unique model—called the strategy/action match—from which you will learn how to determine exactly which tactics to employ in a variety of settings.In this new edition, you’ll also discover the latest practical applications for strategy development, the marketing planning process, challenges of a competitive marketplace, vision, and other critical aspects of health care marketing. The Fourth Edition also examines new health care delivery models, increasing competition, foreign competitors, and health care reform. Students will come away with a clear understanding of the link between the board room and its connection to tactics in the marketing division. The authors provide models and methods to help organizations discuss and create clear and precise visions for their organizations.The new edition also includes expanded Appendices that present a clear picture of what a typical market plan should look like.

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Book details

List price: $104.95
Edition: 4th
Copyright year: 2013
Publisher: Jones & Bartlett Learning, LLC
Publication date: 7/6/2012
Binding: Paperback
Pages: 358
Size: 6.00" wide x 8.75" long x 0.75" tall
Weight: 1.386
Language: English

Preface
About the Authors
Strategy Development and the Strategic Mindset
What You Will Learn
What Is Strategy?
Development of the Strategic Mindset
Clear Vision, Focused Strategy, and Understanding by the Leadership
Focus on the Customer
Change Is Relentless
Search for a Better Way
Decision-Making Role of the Marketplace
Need for a Champion
Tradeoffs in Courses of Action
Beware of Growing and Shrinking at the Same Time-Market Share Is the Key
Force and Focus
Unique Selling Proposition
Creating Barriers for Competitors' Entry and Minimizing Barriers for Self Exit
Diversion and Dissuasion
Growth in the Present Market
Fall on Your Sword
Summary
Questions for Discussion
Notes
Understanding the Strategic, Business, and Marketing Planning Process
What You Will Learn
Resolving the Confusion: Relating the Marketing Plan to the Business Plan to the Strategic Plan
Strategic Plan
Business Plan
Marketing Plan
The Process of Starting a New Venture-What It Might Look Like
When the Customer View Is Different From Your View
The Overall Strategic and Marketing Model
Summary
Questions for Discussion
Notes
The Challenge of a Competitive Marketplace
What You Will Learn
The External Environment
Environmental Trends
The Growing Use of Technology
The Increase in Competition
Shifts in the Corporate Market
Summary
Questions for Discussion
Notes
Step 1: Conducting the Internal/External Assessment
What You Will Learn
The Assessment Process
The Environment
The Market and Its Needs
The Competition
Internal Capability
Marketing Activities
Market Research
Summary
Questions for Discussion
Notes
Step 2: Creating the Mission, Vision, and Critical Success Factors
What You Will Learn
Establishing the Context
Constituent Participation
Understanding the Difference Between Vision and Mission
Should We Create Broad or Narrow Strategy?
Stating the Mission
Defining the Vision
Tools to Work Through the Vision Conversation
What Should a Good Vision Statement Look Like?
Critical Success Factors
What Next? Who Does What?
Summary
Questions for Discussion
Notes
Further Reading
Step 3: The Strategy/Action Match
What You Will Learn
Perspectives on Strategy
Developing the Strategy/Action Match
Strategy Options
Setting Marketing Objectives
Summary
Questions for Discussion
Notes
Step 4: Determining Marketing Actions
What You Will Learn
Devising Tactics
Product/Service
Distribution
Pricing
Promotion
Advertising
Sales
Summary
Questions for Discussion
Notes
Step 5: Integration of the Marketing Plan with the Business Plan and the Strategic Plan
What You Will Learn
The Necessity of Integration
Integration of Plans with Other Management Functions
Integration Within the Organization's Portfolio
Summary
Questions for Discussion
Step 6: The Approval and Monitoring Process
What You Will Learn
An End and a Beginning
Approval Process: Establishing Guidelines for Selecting Among Alternative Plans
Monitoring Systems
The Balanced Scorecard
The Need for Contingency Plans
Planning for Next Year
Summary
Questions for Discussion
Notes
Further Reading
Conclusion
What You Will Learn
Strategy versus Tactics
Planning Issues
The Future of Strategy and Marketing
Questions for Discussion
Notes
Consolidated List of Key Questions to Ask in Analysis
Consolidation of Key Questions Used in Conducting an Internal/External Analysis
The Environment and the Market
The Competitive Environment
Internal Capability
Marketing Activities
Products and Services
Pricing Strategy
Sales Force
Promotion Strategy
Distribution Strategy
Conclusion
Sample Strategic and Marketing Plan
Case Study: The Metz Clinic in the Community of Greentree
Background Situation
External and Internal Data
Summary of Data Important to the Metz Clinic Strategy Process as Voted on by the Physician Owners
Metz Clinic Five Forces Exercise
Metz Clinic Strategic Plan
The Metz Clinic Marketing Plan 2012
Case Questions for Discussion
Model Short-Form Consolidated Strategic and Marketing Plan for Smaller Clinical Organizations
Metz Clinic Combined Strategic and Business Plan
Metz Clinic Strategic Plan
Metz Clinic Business Plan
Index
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