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You are here > Home > Reading Lists > Health Administration > Health Services Marketing: A Practitioner's Guide Health Services Marketing: A Practitioner's
Guide Softcover: 164 pages
Despite the growing importance of
marketing for health professionals, there is no concise how-to guide
available on the topic for use by physician practices, hospitals and
other healthcare organizations - until now. Although the industry has become
increasingly market driven, healthcare administrators and marketers
are left with little guidance with regard to the concepts,
techniques, and data appropriate for healthcare marketing. Marketing theory and the history of
marketing in healthcare will be minimized in an attempt to provide a
practical guide for everyday use. The focus will be on how to do
marketing, with the reader introduced to supporting aspects such as
market research, marketing planning, and evaluation. The author also
discusses marketing techniques for social marketing. Richard K. Thomas is Vice President
of the Health Management Associates, Memphis, TN. He is also
Associate Professor at the University of Tennessee Health Science
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