Essentials Of Health Care Marketing

The health care industry continues to undergo enormous changes with new laws and policies, fresh innovations, and an increasingly educated health consumer. As such, health care administrators must be prepared to shift their strategies in order to meet the demands of this dynamic market.

Essentials of Health Care Marketing, Third Edition Provides a foundational knowledge of the principles of marketing and their particular application in health care. Moreover, the text offers a perspective on how these principles must shift in response to the changing environmental forces that are unique to this market.

The Third Edition is a thorough update of the major environmental changes in health care as they relate to the key areas of marketing. New developments in health care strategies in terms of Web 2.0, distribution, health insurance changes, and the issue of value to the customer are explored in detail. Advances in quality and safety initiatives, demographic changes, regulatory shifts, and global competition are also thoroughly covered.