Health Care Market Strategy From Planning to Action

by Hillestad, Steven G.; Berkowitz, Eric N.

• ISBN13: 9780763789282
• ISBN10: 0763789283
• Edition: 4th
• Format: Paperback
• Copyright: 2012-07-20
• Publisher: Jones & Bartlett Learning

Summary

Health Care Market Strategy: From Planning to Action, Fourth Edition, a standard reference for over 15 years, bridges the gap between marketing theory and implementation by showing you, step-by-step, how to develop and execute successful marketing strategies using appropriate tactics. Put the concepts you learned in introductory marketing courses into action using the authors#146; own unique model--called the strategy/action match--from which you will learn how to determine exactly which tactics to employ in a variety of settings.In this new edition, you#146;ll also discover the latest practical applications for strategy development, the marketing planning process, challenges of a competitive marketplace, vision, and other critical aspects of health care marketing. The Fourth Edition also examines new health care delivery models, increasing competition, foreign competitors, and health care reform. Students will come away with a clear understanding of the link between the board room and its connection to tactics in the marketing division. The authors provide models and methods to help organizations discuss and create clear and precise visions for their organizations.The new edition also includes expanded Appendices that present a clear picture of what a typical market plan should look like.

Table of Contents

Preface
A HeadAbout the Authors
Acknowledgments
Chapter1 Strategy Development and the Strategic Mind-Set
Chapter2 Understanding the Strategic, Business and Marketing Planning Process
Chapter3 The Challenge of a Competitive Marketplace
Chapter4 Step 1: Conducting the Internal/External Assessment
Chapter5 Step 2: Creating the Mission, Vision and Critical Success Factors
Chapter6 Step 3: The Strategy/Action Match
Chapter7 Step 4: Determining Marketing Actions
Chapter8 Step 5: Integration of the Marketing Plan with the Business Plan and the Strategic Plan
Chapter9 Step 6: The Approval and Monitoring Process
Chapter10 Conclusion
AppendixA Consolidated List of Key Questions to ask In Analysis
AppendixB Sample Strategic and Marketing Plan
AppendixC Model Short Form Consolidated Strategic and Marketing Plan For Smaller Clinical Organizations