Marketing Health Services

by Thomas, Richard

• ISBN13: 9781567936780
• ISBN10: 1567936784
• Edition: 3rd
• Format: Hardcover
• Copyright: 2014-09-01
• Publisher: AUPHA/HAP Book

Summary

Instructor Resources: Test bank, course lesson plans, PowerPoint slides, and a transition guide to the new edition.

New! Comprehensive course lesson plans are designed to promote an active classroom. Use the lesson plans to set up a new course or adapt your current syllabus to this edition of the text. Activities have been designed to enhance critical-thinking and problem-solving skills, as well as information retention and retrieval capacity. Designed for either an online or on-ground environment.

Includes 27 Case Studies!

Healthcare organizations are facing significant challenges as implementation of the Affordable Care Act brings about a number of paradigm shifts in the field. In the face of these challenges, healthcare marketers can implement a wide range of strategies—both traditional and contemporary—to help their organizations successfully navigate this period. This book brings a fresh perspective to many tried-and-true marketing techniques but also discusses new opportunities, including social media, healthcare globalization, consumer engagement, and more.

Changes to the third edition:

The latest healthcare marketing trends are discussed, including database marketing, customer relationship management, and digital marketing A new chapter on social media reviews the various forms of digital communication and their impact on disseminating healthcare information within the field and to consumers Supporting information within the text includes in-line glossary terms, key points at the end of each chapter, discussion questions for student collaboration, and additional resources on topics discussed in the chapter Revised support materials include an instructor’s manual, PowerPoint slides, answers to selected case study questions, and an entirely new test bank

Author Biography

Richard K. Thomas, PhD, is vice president of Health and Performance Re¬sources in Memphis, Tennessee, and has been involved in healthcare mar¬ket research and consultation with hospitals, clinics, health plans, and other healthcare organizations in both the public and private sectors for more than 40 years. He holds faculty appointments at the University of Tennessee Health Science Center and the University of Mississippi, where he is also a research associate at the Center for Population Studies. Dr. Thomas is active in publishing and has authored or co-authored 20 books on health-related topics, most notably health services planning, health¬care market research, and the demography of health and healthcare. He has authored dozens of articles on healthcare and given numerous presentations, seminars, and workshops on related subjects. He previously served as the editor of Marketing Health Services, the healthcare journal of the American Marketing Association. Dr. Thomas holds MAs in sociology and geography from the Univer¬sity of Memphis and a PhD in medical sociology from Vanderbilt University.