Marketing Health Care Into the Twenty-First Century: The Changing Dynamic

by Winston; William

• ISBN13: 9781560249795
• ISBN10: 156024979X
• Edition: 1st
• Format: Hardcover
• Copyright: 1996-07-10
• Publisher: Routledge

Summary

Marketing Health Care Into the Twenty-First Century explores recent and anticipated changes and trends--legislative, economic, organization, clinical, and operational--from a strategic marketing perspective. Author Alan K. Vitberg, a respected consultant in health care marketing, takes an unabashedly strong, direct, and aggressive perspective on these trends, maintaining that a state of war exists in the health care industry; a war that will only increase in fervor and intensity as organizations fight for survival and their share of hundreds of billions of dollars spent in America on health care.

Author Biography

Alan K. Vitberg, MBA, is President of The Crestwood Group (Rochester, New York).

Table of Contents

List of Figures
List of Tables
Acknowledgments
Introduction: Revolution or Evolution?	p. 1
The Changing Dynamic	p. 15
Health Care Battlefields	p. 61
Health Care Plan Structures and Systems	p. 87
Winning the War-Critical Factors for Success in the Changing Dynamic	p. 107
Preparing for Battle - The Art and Process of Competitive Innovation	p. 113
Fighting the Battle - The Art and Process of Market Excitation	p. 143
Conclusion	p. 177
Index	p. 183
Table of Contents provided by Blackwell. All Rights Reserved.