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Tables, Figures, and Exhibits | |
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Preface | |
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Acknowledgments | |
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The Authors | |
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The Role of Marketing in Health Care Organizations | |
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Overview: Marketing Is Pervasive in Health Care | |
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The Elements of Marketing Thought | |
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Defining the Health Care System and Its Trade-Offs | |
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Overview: Defining a Health Care System | |
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A Framework for Understanding Health Care Systems | |
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Strategic Choice Model for Organizations and Health Care Systems | |
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Strategic Implications for Health Care | |
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The Health Care Industry and Marketing Environment | |
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Overview: The U.S. Health Care System Needs Improvement | |
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Defining a Well-Designed Health Care System | |
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Major Participants in the Health Care System | |
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Key Managed Care Trends | |
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Dynamic Relations Among Health Care Stakeholders | |
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The Changing Health Care Environment | |
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Determinants of the Utilization of Health Care Services | |
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Overview: Why People Seek Health Care | |
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Multiple Factors Influence Health-Seeking Behavior | |
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Local (Small Area) Variations | |
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Strategy and Market Planning | |
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Overview: Defining the Organization's Purpose and Mission | |
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Strategic Planning | |
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Marketing Strategies | |
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Reassessment of Mission Statement | |
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Strategic Alliances | |
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Marketing Planning | |
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How Health Care Buyers Make Choices | |
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Overview: Key Psychological Processes | |
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The Buying Decision Process: The Five-Stage Model | |
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Organizational Buying and Decision Making | |
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Using Market Information Systems and Marketing Research | |
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Overview: The Need for Market Information | |
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The Components of a Modern Marketing Information System | |
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Internal Records System | |
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Health Care Services: The Clinical and Financial Systems | |
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Health Care Products: The Order-to-Payment Cycle | |
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The Marketing Intelligence System (MIS) | |
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Marketing Research System | |
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The Path Model: Understanding the Health Care Consumer | |
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Marketing Decision Support System | |
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Developing a Marketing Research Plan: Application and Example | |
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Forecasting and Demand Measurement | |
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Secondary-Data Sources | |
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Market Segmentation, Targeting, Positioning, and Competition | |
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Overview: Market Segmentation | |
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Segmentation of Consumer Markets | |
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Market Targeting | |
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Market Positioning | |
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Competitive Forces and Competitors | |
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Shaping and Managing Product and Service Offerings | |
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Overview: Distinguishing Product Types and Levels | |
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The Nature of Services | |
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Viewing the Product Mix | |
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Managing Product Lines | |
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Developing and Branding New Offerings | |
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Overview: The New Offering Development Process | |
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Building the Brand | |
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Managing the Stages of the Product Life Cycle | |
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Building, Maintaining, and Terminating a Brand | |
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Pricing Strategies and Decisions in Health Care | |
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Overview: Understanding Pricing | |
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Consumer Payers | |
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Government Payers | |
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Private Payers | |
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Designing and Managing Health Care Marketing Channels | |
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Overview: Marketing Channels and Value Networks | |
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The Role of Marketing Channels | |
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Channel Functions and Flows | |
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Channel Levels | |
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Service Sector Channels | |
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Channel-Design Decisions | |
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Identifying Major Channel Alternatives | |
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Evaluating the Major Alternatives | |
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Channel-Management Decisions | |
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Modifying Channel Arrangements | |
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Channel Dynamics | |
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Legal and Ethical Issues in Channel Relations | |
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Designing and Managing Integrated Marketing Communications | |
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Overview: The Role of Marketing Communications | |
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Marketing Communications and Brand Equity | |
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Communications Process Models | |
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Developing Effective Communications | |
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Advertising | |
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Sales Promotion | |
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Public Relations and Publicity | |
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Events and Experiences | |
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Factors in Setting the Marketing Communications Mix | |
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Measuring the Communications Results | |
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Managing the Integrated Marketing Communications Process | |
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Coordinating Media | |
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Implementing Integrated Marketing Communications | |
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Personal Marketing Communications: Word-of-Mouth, Sales, and Direct Marketing | |
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Overview: Personal Communication Channels | |
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Word-of-Mouth Marketing | |
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Designing the Sales Force | |
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Health Care Sales to Hospitals and Physicians | |
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Direct Marketing | |
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Organizing, Implementing, and Controlling Marketing | |
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Overview: Organizing for Marketing | |
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Helping the Hospital Become Patient-Oriented | |
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Marketing Implementation | |
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Evaluation and Control | |
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Glossary | |
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Notes | |
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Index | |