cf_Chapter_2.pptxCopyright 2020 Foundation of the American College of Healthcare Executives. Not for sale.
Marketing Health Services
Fourth Edition
Richard K. Thomas, PhD
Health Administration Press
Part I
Healthcare Marketing: History and Concepts
The Origin and Evolution of Marketing in Healthcare
Basic Marketing Concepts
Marketing and the Healthcare Organization
Copyright 2020 Foundation of the American College of Healthcare Executives. Not for sale.
Health Administration Press
Chapter 2
Basic Marketing Concepts
Copyright 2020 Foundation of the American College of Healthcare Executives. Not for sale.
Health Administration Press
Chapter 2 objectives
Define key marketing terms
Review the functions of marketing
Introduce traditional marketing techniques
Review targeting approaches
Describe healthcare products and their users
Introduce the four Ps of marketing
Describe marketing support services
Copyright 2020 Foundation of the American College of Healthcare Executives. Not for sale.
Health Administration Press
Key marketing terms
Marketing
Healthcare marketing
Market
Copyright 2020 Foundation of the American College of Healthcare Executives. Not for sale.
Health Administration Press
The functions of marketing
Enterprise-wide functions
Operational functions
Educational functions
Promotional functions
Copyright 2020 Foundation of the American College of Healthcare Executives. Not for sale.
Health Administration Press
Overview of traditional marketing techniques
Public relations
Communication
Community outreach
Government relations
Networking
Sales promotion
Copyright 2020 Foundation of the American College of Healthcare Executives. Not for sale.
Health Administration Press
Overview of traditional marketing techniques (continued)
Advertising
Personal sales
Database marketing
Direct marketing
Customer relationship marketing
Social marketing
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Health Administration Press
Target levels
Mass marketing
Target marketing
Micromarketing
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Healthcare products and their users
Products
Ideas
Goods
Services
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Healthcare products and their users
Users
Consumers
Customers
Clients
Patients
Enrollees
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Patients versus other categories
Patients differ in terms of:
Official status (“vetted” by physician)
Degree of subservience
Relationship with clinician
Ability to control circumstances
Expectations with regard to care
Copyright 2020 Foundation of the American College of Healthcare Executives. Not for sale.
Health Administration Press
The four Ps of marketing
Product
Price
Place
Promotion
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The seven Ps of marketing
Product
Price
Place
Promotion
Packaging
Positioning
People
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Health Administration Press
Introduction to marketing support services
Marketing planning
Marketing management
Marketing research
Copyright 2020 Foundation of the American College of Healthcare Executives. Not for sale.
Health Administration Press
