TEST BANK for Marketing Health Services 4th Edition. by Thomas Richard. ISBN 9781640551596
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TEST BANK for Marketing Health Services 4th Edition. by Thomas Richard. ISBN 9781640551596

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58
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403.11 KB
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Digital PDF
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TEST BANKS
About this ebook
The TEST BANK for Marketing Health Services, Fourth Edition by Richard K. Thomas (ISBN: 9781640551596) provides a thorough overview of how marketing principles are applied to the evolving healthcare industry. The book transitions healthcare marketing from basic promotion into areas like research, strategy, and education. 
The core topics and key chapters covered in this edition include:
1. Foundational Healthcare Marketing Concepts
    • Evolution of Healthcare Marketing: Shifts from traditional promotions to long-term strategy.
    • Healthcare Environment: The impact of shifting from sick care to preventive care.
    • Value-Based Care: Transitioning from individual patient marketing to population health management. 
2. Marketing Strategy and Planning
    • Strategic Planning: Step-by-step processes for creating healthcare strategies.
    • Branding: Building and maintaining healthcare organizational brands.
    • Market Positioning: Studying competitors and carving out unique market space.
    • Marketing Budgets: Managing financial resources and evaluating campaign effectiveness.
3. Understanding the Healthcare Consumer
  • Consumer Behavior: Demographics, patient preferences, and social marketing.
  • Market Segmentation: Packaging health products for specific target audiences.
  • International Consumers: Specific marketing strategies for global or traveling health consumers.
  • 4. Marketing and Communication Techniques
  • Health Communication (New Chapter): Designing effective communication plans.
  • Traditional Marketing: Advertising, public relations, personal selling, and media selection.
  • Contemporary & Tech-Driven Marketing: Utilizing direct-to-consumer (DTC) marketing, business-to-business (B2B) programs, and affinity marketing.
  • Digital & Technology Systems: Incorporating social media engagement, Customer Relationship Management (CRM) tools, and data analytics.

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Topics

Branding: Building and maintaining healthcare organizational brands business-to-business (B2B) programs Consumer Behavior Contemporary & Tech-Driven Marketing: Utilizing direct-to-consumer (DTC) marketing Digital & Technology Systems: Incorporating social media engagement Customer Relationship Management (CRM) tools Evolution of Healthcare Marketing: Shifts from traditional promotions to long-term strategy Foundational Healthcare Marketing Concepts Health Communication (New Chapter): Designing effective communication plans Healthcare Environment: The impact of shifting from sick care to preventive care International Consumers: Specific marketing strategies for global or traveling health consumers Market Positioning: Studying competitors and carving out unique market space Market Segmentation: Packaging health products for specific target audiences Marketing and Communication Techniques Marketing Budgets: Managing financial resources and evaluating campaign effectiveness Marketing Health Services 4th Edition Marketing Strategy and Planning Strategic Planning: Step-by-step processes for creating healthcare strategies Traditional Marketing Understanding the Healthcare Consumer Value-Based Care: Transitioning from individual patient marketing to population health management
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