Cases and Slect Readings in Health Care Marketing

Contents
Preface

• Part I: Introduction
• Basic Health Care Marketing Principles
• Part II: Marketing Planning
• Introduction to Strategic Market Planning
• Introduction to Marketing Planning for Health Care Organizations
• Condensed Sample Marketing Plan: Urgent Care Center
• Marketing Planning for Mid-Town Health Center
• Part III: Market Auditing and Research
• Introduction to Environmental Analysis
• The Marketing Audit--A Strategic Necessity: Marketing Management for the Mature Non-Profit
• Utilizing a Marketing Audit in Developing a New Service: Case Example: Breckenridge Village
• Southern Home Health Care: A Case Study
• Part IV: Segmentation and Targeting
• Introduction to Market Segmentation and Targeting
• Psychographic/Lifestyle Aspects for Market Targeting
• Market Planning for Mental Health: A "Target Group" Based Approach
• Designing a Promotional Tool: Practical Application of Market Targeting and Research: Case Example: Alcoholism Services of Cleveland, Inc.
• Part V: Positioning the Health Service
• Introduction to Positioning the Health Service
• Positioning the Health Organization Into the Minds of Health Consumers and Providers
• Part VI: Marketing Mix
• Introduction to the Marketing Mix
• Product Integrity: The Missing Link in a Hospital's Marketing Process
• Price--A Primer on the 2nd "P" for Hospital Marketers
• Promotion--How to Promote and Advertise a New or Existing Clinic
• Place--Renovated Hospital for the Elderly
• A Case Study of Pricing Health Care Services: Southland HMO
• County Health Department: Prenatal Program: A Marketing Case Study and Analysis
• Marketing Mix Case Study: Family Service Agency of San Francisco
• Part VII: Strategy and Tactics
• Introduction to Market Strategy and Tactic Development
• Developing Marketing Strategies and Tactics
• Part VIII: Organization, Budgeting, and Control Systems
• Introduction to Organization, Budget, and Control
• Organization, Budgeting, and Control Systems
• Part IX: Public Relations and Fund Raising
• Introduction to Public Relations and Fund Raising
• The Making of a Logo: Scott and White Develops a New Look
• Part X: Advertising
• Introduction to Advertising
• Minimizing Advertising Risks
• "The Bottom Line on Advertising": Keynote Speech at a One-Day Conference Sponsored by the Hospital Council of Northern California and the Hospital Public Relations Association of Northern California
• The Fundamentals of Developing an Effective Advertisement for Health Care Organizations
• Author Index
• Subject Index