Cases and Select Readings in Health Care Marketing

William Winston, Robert L. Berl (deceased), Robert Sweeney

Contents
Preface



Part I: Introduction
Basic Health Care Marketing Principles
Part II: Marketing Planning
Introduction to Strategic Market Planning
Introduction to Marketing Planning for Health Care Organizations
Condensed Sample Marketing Plan: Urgent Care Center
Marketing Planning for Mid-Town Health Center
Part III: Market Auditing and Research
Introduction to Environmental Analysis
The Marketing Audit--A Strategic Necessity: Marketing Management for the Mature Non-Profit
Utilizing a Marketing Audit in Developing a New Service: Case Example: Breckenridge Village
Southern Home Health Care: A Case Study
Part IV: Segmentation and Targeting
Introduction to Market Segmentation and Targeting
Psychographic/Lifestyle Aspects for Market Targeting
Market Planning for Mental Health: A “Target Group” Based Approach
Designing a Promotional Tool: Practical Application of Market Targeting and Research: Case Example: Alcoholism Services of Cleveland, Inc.
Part V: Positioning the Health Service
Introduction to Positioning the Health Service
Positioning the Health Organization Into the Minds of Health Consumers and Providers
Part VI: Marketing Mix
Introduction to the Marketing Mix
Product Integrity: The Missing Link in a Hospital’s Marketing Process
Price--A Primer on the 2nd “P” for Hospital Marketers
Promotion--How to Promote and Advertise a New or Existing Clinic
Place--Renovated Hospital for the Elderly
A Case Study of Pricing Health Care Services: Southland HMO
County Health Department: Prenatal Program: A Marketing Case Study and Analysis
Marketing Mix Case Study: Family Service Agency of San Francisco
Part VII: Strategy and Tactics
Introduction to Market Strategy and Tactic Development
Developing Marketing Strategies and Tactics
Part VIII: Organization, Budgeting, and Control Systems
Introduction to Organization, Budget, and Control
Organization, Budgeting, and Control Systems
Part IX: Public Relations and Fund Raising
Introduction to Public Relations and Fund Raising
The Making of a Logo: Scott and White Develops a New Look
Part X: Advertising
Introduction to Advertising
Minimizing Advertising Risks
“The Bottom Line on Advertising”: Keynote Speech at a One-Day Conference Sponsored by the Hospital Council of Northern California and the Hospital Public Relations Association of Northern California
The Fundamentals of Developing an Effective Advertisement for Health Care Organizations
Author Index
Subject Index