PRICING AND PROMOTION STRATEGIES

COURSE MATERIALS/BIBLIOGRAPHY

Module 1

Required Reading

Astuti, H. J. & Nagase, K. (2014). Patient loyalty to health care organizations: Strengthening and weakening (satisfaction and provider switching). Journal of Medical Marketing, 14(4), 191-200. Retrieved from Trident University Library.

Blery, E. K., Katseli, E., & Tsara, N. (2010). Marketing for a non-profit organization. International Review on Public and Non-Profit Marketing, 7(1), 57-68. Retrieved from Trident University Library.

Healthgrades Operating Company, Inc. (2016). The five Ps of Consumerized Healthcare: Converting challenges into opportunities. Retrieved from  http://www.shsmd.org/education/webcasts/whitepaper-the-five-ps.pdf

Jaworski, B., Malcolm, R., & Morgan, N. (2016). 7 big problems in the marketing industry. American Marketing Association. Retrieved from  https://www.ama.org/publications/MarketingNews/Pages/7-big-problems-marketing.aspx

Luke, K. (2013). 5 steps to a new marketing plan. Journal of Financial Planning, 26(12), 20-21. Retrieved from Trident University Library.

Orchard, C. (2015). 8 challenges to customer-driven healthcare. Harvard T.H. Chan School of Public Health. Retrieved from  https://www.hsph.harvard.edu/ecpe/8-challenges-to-customer-driven-health-care/

Pope, J. A., Isely, E. S., & Asamoa‐Tutu, F. (2009). Developing a Marketing Strategy for Nonprofit Organizations: An Exploratory Study. Journal of Non-profit & Public Sector Marketing, 21(2), 184-201.  https://doi.org/10.1080/10495140802529532

Resnick. L. R. (2017). Six healthcare marketing trends for 2018. Managed Healthcare Executive. Retrieved from  http://managedhealthcareexecutive.modernmedicine.com/managed-healthcare-executive/news/six-healthcare-marketing-trends-2018

Rey García, M., Álvarez González, L. I., & Bello Acebrón, L. (2013). The untapped potential of marketing for evaluating the effectiveness of nonprofit organizations: A framework proposal. International Review on Public and Non-Profit Marketing, 10(2), 87-102. Retrieved from Trident University Library.

Rooney, K. (2009). Consumer-driven healthcare marketing: Using the web to get up close and personal. Journal of Healthcare Management, 54(4), 241-51. Retrieved from Trident University Library.

Smith & Jones. (2017). 2018 healthcare marketing trends and playbook: Eight emerging trends and how you can leverage them now. Retrieved from  https://smithandjones.com/wp-content/uploads/2017/10/SJ-1390-2018-Trends-Playbook_lres-1.pdf

Videos

Gallagher, B. (n.d.). Healthcare Marketing (14 short videos). Retrieved from  https://www.sharecare.com/video/healthmakers/brendan-gallagher/all-videos

Whats and Hows. (2016). What is the Marketing Mix – The 4Ps & 4Cs. [Video]. Retrieved from  https://www.youtube.com/watch?v=9MQS-75K2ZM

Optional Reading

Nykiel, R. A. (2003). Marketing your business: A guide to developing a strategic marketing plan. New York: Routledge. Retrieved from Trident University Library.

Sooy, B. (2017). The Marketing Matrix: Six Elements of a Nonprofit Marketing Plan. Nonprofit Information.Retrieved from  http://nonprofitinformation.com/nonprofit-marketing-plan-elements/

Module 2

Required Reading

Gregory, A. (2017). How to Write the Market Analysis Section of a Business Plan. Small Business. Retrieved from  https://www.thebalance.com/how-to-write-the-market-analysis-section-2951562

Kokemuller, N. (n.d.). How to Apply a Segmentation, Targeting, and Positioning Approach to Marketing. Small Business – Houston Chronicle. Retrieved from  http://smallbusiness.chron.com/apply-segmentation-targeting-positioning-approach-marketing-78573.html

Krukowska-Miler A. (2017). Sustainable marketing in the health care organizations. Economic Processes Management: International Scientific E-Journal. Retrieved from  http://epm.fem.sumdu.edu.ua/download/2017_2/epm2017_2_11.pdf

Lumen Learning. (2018). Reading: The Purpose of Market Segmentation and Targeting. Retrieved from  https://courses.lumenlearning.com/vccs-mkt100-17fa/chapter/reading-the-purpose-of-market-segmentation-and-targeting/

Neely, P. (2016). Quantity vs quality: why a balance is key to content marketing success. Retrieved from  http://blog.scoop.it/2016/03/17/why-balance-is-the-key-to-content-marketing-success-quantity-vs-quality/

Rynne, T. J. (1999). Transitioning health care marketing into the twenty-first century. Marketing Health Services, 19(2), 10-4. Retrieved from Trident University Library.

Sherman, F. (n.d.). Define Market Segmentation & Targeting. Small Business – Houston Chronicle. Retrieved from  http://smallbusiness.chron.com/define-market-segmentation-targeting-3253.html

Varadarajan, R. (2010). Strategic marketing and marketing strategy: Domain, definition, fundamental issues and foundational premises. Journal of the Academy of Marketing Science, 38(2), 119-140. Retrieved from Trident University Library.

University of Southern California. (2018). Segmentation, Targeting, and Position. Retrieved from  https://www.consumerpsychologist.com/cb_Segmentation.html

Videos

Tutor2u. (2016). Marketing: Segmentation - Targeting - Positioning. Retrieved from  https://www.youtube.com/watch?v=0srjdRDh99Y

Unacademy. (2017). What Is The Importance Of Environmental Analysis - Strategic Management. Retrieved from  https://www.youtube.com/watch?v=eIAkWTQ7Ivg

Optional Reading

Harad, K. C. (2016). Don't avoid content marketing. Journal of Financial Planning, 29(7), 20-22. Retrieved from Trident University Library.

Nykiel, R. A. (2003). Marketing your business: A guide to developing a strategic marketing plan. New York: Routledge. Retrieved from Trident University Library.

Module 3

Required Reading

DeMers, J. (2014). Why You Need a Brand Audit (and How to Preform One). Huffington Post. Retrieved from  https://www.huffingtonpost.com/jayson-demers/why-you-need-a-brand-audi_b_6195428.html

Fibuch, E. & Ahmed, A. (2016). Branding Health Care: Important or Just Marketing? Physician Leadership Journal, 3(4), 30-34. Retrieved from Trident University Library.

Is SWOT analysis still fit for purpose? 2015. Strategic Direction, 31(4), 13-15. Retrieved from Trident University Online Library.

Kemp, E., Jillapalli, R., & Becerra, E. (2014). Healthcare branding: Developing emotionally based consumer brand relationships. The Journal of Services Marketing, 28(2), 126-137. Retrieved from Trident University Library.

Kumar, P. N., Jacob, A., & Thota, S. (2014). Impact of Healthcare Marketing and Branding on Hospital Services. The International Journal of Advanced Research Foundation, 2(1):19-24. doi: 10.5005/jp-journals-10035-1010. Retrieved from Trident University Library.

Rogers, A. M. (2014). Managing the Gaps in Health Care Digital Marketing. American Marketing Association. Retrieved from  https://www.ama.org/publications/MarketingHealthServices/Pages/managing-gaps-health-care-digital-marketing.aspx

Stratfold, C. (2010). Consumer-Driven Healthcare Branding. Pharma, 6(2), 30-32,34. Retrieved from Trident University Library.

Weintraub, L. (2013). The 4 Step Audit to a Better Healthcare Marketing Strategy. ParkerWhite Brand Interactive – A Health + Happiness Agency. Retrieved from  https://www.parkerwhite.com/insights/4-step-audit-better-healthcare-marketing-strategy/

Videos

365 Careers. (2017). Business strategy - SWOT analysis. Retrieved from  https://www.youtube.com/watch?v=9-NWhwskTO4

GreyStone. (2016). The State of Digital Marketing in Healthcare Moving Toward 2017. Retrieved from  https://www.greystone.net/docs/default-source/surveys/the-state-of-digital-marketing-in-healthcare-in-2017.pdf?sfvrsn=0

Optional Reading

BCC Healthcare. (n.d.). Brand Audit & Optimization. Retrieved from  http://healthcarebranding.co.in/brand-audit-optimization/

Module 4

Required Reading

Cleverley, W. O. (2008). What is Effective Hospital Pricing Strategy. Retrieved from  https://pdfs.semanticscholar.org/3f77/edc37a0a86c62baf2064c5669b4259825795.pdf

HFMA. (2018). Improving Price Transparency. Retrieved from  https://www.hfma.org/transparency/

Limbacher, C. (2016). Healthcare price transparency: Reintroducing competition. Houston Law Review, 53(3), 939-970. Retrieved from Trident University Library.

Maguire, A. (n.d.). 6 different pricing strategies: Which is right for your business? QuickBooks Resource Center. Retrieved from  https://quickbooks.intuit.com/r/pricing-strategy/6-different-pricing-strategies-which-is-right-for-your-business/

Marlowe, D. (n.d.). Price as a Healthcare Marketing Strategy – Implications for Marketers. Healthcare Strategy Institute. Retrieved from  https://www.healthcarestrategy.com/wp-content/uploads/2016/02/Marlowe_Misc_2014.pdf

Robert Wood Johnson Foundation. (2016). How Price Transparency Can Control the Cost of Health Care. Retrieved from  https://www.rwjf.org/en/library/research/2016/03/how-price-transparency-controls-health-care-cost.html

University of Minnesota. (n.d.). Principles of Marketing: 15.3 Pricing Strategies. Retrieved from  https://open.lib.umn.edu/principlesmarketing/chapter/15-3-pricing-strategies/

Woodruff, J. (2018). Different Types of pricing strategy. Small Business – Houston Chronicle. Retrieved from  http://smallbusiness.chron.com/different-types-pricing-strategy-4688.html

Optional Reading

Knopf, A. (2014). Price transparency in healthcare: A movement takes hold. Behavioral Healthcare, 34(3), 42-3. Retrieved from Trident University Library.