Strategic Marketing For Health Care Organizations
Building A Customer-Driven Health System
Chapter One
THE ROLE OF
MARKETING IN HEALTH
CARE ORGANIZATIONS
LEARNING OBJECTIVES
In this chapter, we will address the following questions:
1. What are the major areas in health care in which marketing is regularly applied
and practiced?
2. What is the purpose of marketing thinking and planning in health care organizations?
3. What are the major concepts, tools, and skills in marketing?
4. How is marketing normally organized in health care organizations?
OVERVIEW: MARKETING IS PERVASIVE IN HEALTH CARE
Readers might find it strange to hear that marketing plays an important and pervasive
role in the health care marketplace. They are probably aware of the marketing
efforts of pharmaceutical and medical device companies to sell their branded products
and services. But what about hospitals, nursing homes, hospices, phys ... read full excerpt from Strategic Marketing For Health Care Organizations: Building A Customer-Driven Health System ebook
