Irrespective of the legal sphere and type of care (primary,
secondary, and continuing), providers must ensure that users
receive quality healthcare through the efficient use of resources,
responsiveness, affordability, and the equal treatment of patients.
Management and marketing have been playing an important role in
this sector with the importance of branding growing in the
healthcare market. The chance for brand in healthcare is determined
by the challenges to increase and improve consumer choice. That's
something to which providers and health systems, in general, have
not been familiarized. New Techniques for Brand Management in the
Healthcare Sector is a critical research publication that explores
the diffusion of new marketing knowledge, tendencies, and
qualitative and quantitative methods for brand management in the
private, public, and social health sectors and examines the
movement from healthcare as a priceless commodity to one that can
be, and is, commodified. Highlighting topics such as e-health,
medical tourism, and brand management, this publication is
essential for hospital directors, marketers, advertisers, promotion
coordinators, brand managers, product specialists, academicians,
healthcare professionals, brand strategists, policymakers,
researchers, and students.
General
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