Healthcare Marketing: Strategies for Creating Value in the Patient
Experience provides students with the tools to effectively combine
healthcare expertise with key marketing principles to positively
affect patient satisfaction. The book features insights from
practicing healthcare professionals, focused readings, and
background on marketing insights deeply connected to the world of
healthcare to help students adapt and thrive in a dynamic and
ever-changing industry. The opening chapter of the text identifies
the seven areas healthcare providers should examine to determine
whether their products and services are providing value to
patients. Later chapters address the healthcare paradigm shift,
strategic healthcare marketing, how caregivers create value,
patient-centricity, and ethics in healthcare marketing. Healthcare
Marketing prepares students to enter a professional healthcare
environment with the marketing and management expertise needed to
support a positive patient experience. The book is an excellent
resource for courses that focus on marketing for healthcare
programs and services. Practicing healthcare professionals will
also find the information valuable and timely.
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