Copyright 2020 Foundation of the American College of Healthcare Executives. Not for sale.
Chapter 3
Marketing and the
Healthcare Organization
Health Administration Press
Copyright 2020 Foundation of the American College of Healthcare Executives. Not for sale.
Chapter 3 objectives
Chronicle the acceptance of marketing by healthcare organizations
Provide an overview of types of healthcare organizations
Describe the uses of marketing in healthcare
Describe the role of marketing in healthcare
Health Administration Press
Copyright 2020 Foundation of the American College of Healthcare Executives. Not for sale.
Factors affecting the adoption of marketing
Conservative orientation of nonprofit healthcare providers
Acceptance of the importance of profit
Need to serve multiple constituencies
Role of third-party entities
Health Administration Press
Types of healthcare organizations
Healthcare providers
Health product suppliers
Consumer product companies
Pharmaceutical companies
Health insurance companies
Support services
Copyright 2020 Foundation of the American College of Healthcare Executives. Not for sale.
Health Administration Press
Role of insurance in the healthcare system
Emergence as a major influence
Role in influencing consumer behavior
Role in influencing provider behavior
Impact of the Affordable Care Act
Copyright 2020 Foundation of the American College of Healthcare Executives. Not for sale.
Health Administration Press
Healthcare providers
Hospitals
General hospitals
Specialty hospitals
Nursing homes
Assisted living facilities
Residential treatment centers
Copyright 2020 Foundation of the American College of Healthcare Executives. Not for sale.
Health Administration Press
Healthcare providers (continued)
Physicians
Other clinicians, counselors, and the like
Alternative therapists
Public health agencies
Copyright 2020 Foundation of the American College of Healthcare Executives. Not for sale.
Health Administration Press
Other key entities
Product suppliers
Consumer health product companies
Pharmaceutical companies
Health insurance companies
Support services vendors
Copyright 2020 Foundation of the American College of Healthcare Executives. Not for sale.
Health Administration Press
The uses of marketing
Disseminate information
Solicit business
Encourage consumer interaction
Develop and maintain relationships
Copyright 2020 Foundation of the American College of Healthcare Executives. Not for sale.
Health Administration Press
The evolution of marketing’s role
Initially inconspicuous—not considered “marketing”
Expansion of public relations and communication functions
Establishment of marketing departments
Expansion of marketing’s role in the organization
Copyright 2020 Foundation of the American College of Healthcare Executives. Not for sale.
Health Administration Press