The Complete Guide to Hospital Marketing, Second Edition
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A complete guide for the thoroughly modern healthcare marketer.
Written for the marketer in the field using everyday language and scenarios that will help all members of the marketing department do their jobs better, meet the challenges of accountability, and spend marketing dollars wisely, The Complete Guide to Hospital Marketing, Second Edition looks at the complex field of healthcare marketing in a straightforward but engaging way with information, tips, and strategies that facilities of all sizes, types, and budgets can use right away to:
- Build effective marketing plans
- Measure ROI
- Tackle service line marketing
- Get buy-in from the right people
- Differentiate your brand in the marketplace
- Grow market share
Completely updated to meet the needs of the modern marketer The Complete Guide to Hospital Marketing explores the latest marketing methods, including the use of social media, with added sections focused on:
- Marketing to physicians
- Customer relationship management
- The patient experience
- Publicity and crisis management
This unique guide also comes with a CD-ROM containing ready-to-use customizable forms, checklists, and other tools and examples that will help marketers promote quality, create a buzz, and face challenges within an organization, including internal marketing.
Take a look at the completely revised and updated Table of Contents:
Chapter 1 What Is Healthcare Marketing?
Chapter 2 Healthcare Marketing Information and Planning
Chapter 3 Marketing Management
Chapter 4 Branding the Healthcare Experience
Chapter 5 The Communications-Promotion Connection
Chapter 6 New Media and Non-traditional Marketing Approaches
Chapter 7 Marketing with and for Physicians
Chapter 8 Special Topics for Healthcare Marketers
Chapter 9 Your Career in Healthcare Marketing
Chapter 10 Marketing to Internal Customers
Chapter 11 Successful Healthcare Advertising
Who will benefit from this book?
- VP of Advertising
- VP of Marketing
- VP of Communications
- VP of Public Relations
- Chief Marketing Officer
- Advertising Director
- Director of Marketing
- Director of Communications
- Marketing Manager
- Advertising Manager
Meet the Author
Patrick T. Buckley, MPA, is a national healthcare consultant who has worked with a variety of healthcare organizations across the country. Buckley has more than 20 years of experience in brand and corporate image consulting, strategic planning, marketing, advertising, and business development for the healthcare industry. He is the author of two other HealthLeaders Media books, the first edition of The Complete Guide to Hospital Marketing, and Physician Entrepreneurs: Marketing Toolkit. You can read his blog postings for MarketShare by clicking here.
Praise for the first edition
“If you only read one book from my list, read The Complete Guide to Hospital Marketing . I wish this book had been available when I was teaching healthcare marketing graduate classed.” –Lynne Cunningham, The Studer Group
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