Branding Health Services

Branding Health Services

Author: Amy Ziegenfuss

Publisher: Jones & Bartlett Learning

Published: 2000

Total Pages: 268

ISBN-13: 9780834211759

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Table of Contents Contents: Introduction * From Ben Franklin to Branding: The Evolution of Marketing of Health Service Marketing * Branding and Beyond: Emotion and Reputation Management in Health Care * Consumers' Use of Brands: Implications for Health Care * The Fundamentals of Identity, Image, and Brands * The Cleveland Clinic: Protecting and Enhancing A Power Brand * Branding an Academic Medical Center: A Case History * Leveraging Scientific Discoveries to Further Brand Recognition * Protecting Brand Equities Post-Merger * Scripps' Branding Story: A Step by Step Account * The Children' s Hospital of Philadelphia: Creating Image and Identity for a Specialty Hospital * Women and Heart Disease: Building a Service Line Brand * The Evolution of a Health Care Brand * The American Cancer Society: Creating and Managing an Institutional Brand for a Voluntary Health Organization * Lessons Learned and the Future of Branding in Health Care *index.


Health Services Marketing

Health Services Marketing

Author: Richard K. Thomas

Publisher: Springer Science & Business Media

Published: 2008

Total Pages: 170

ISBN-13: 0387736042

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For today’s health care professional, clinical expertise is not enough—one has to know the market. Even when a facility has its own marketing department, practitioners are regularly called on for their input. Health Services Marketing: A Practitioner’s Guide clearly and succinctly explains the range of marketing activities and techniques, from promotions to pricing, so any health professional can learn to navigate this bewildering but increasingly important aspect of healthcare. Richard Thomas’ step-by-step guide for developing a marketing plan and carrying out a successful campaign offers a hands-on approach to proven methods for staying a step ahead of the healthcare marketing game: The health industry as seen from the marketing perspective. Healthcare products, and the consumers who need them. What marketing can (and can’t) do for a medical practice. Demographics and beyond: how social marketing works. Where your marketing dollar goes: staying on budget. Market positioning: knowing the competition, building the strategy. Evaluating a marketing plan’s effectiveness. Plus dozens of forms, checklists, and questionnaires to simplify the process. Useful to practitioners and administrators alike, and equally suited to the for-profit as to the non-profit organization, Health Services Marketing gives the reader valuable tools to reach out to consumers and build lasting relationships.


Marketing Health Services

Marketing Health Services

Author: Richard K. Thomas

Publisher:

Published: 2020

Total Pages:

ISBN-13: 9781640551589

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"This book explains the traditional and contemporary approaches that healthcare marketers rely on and that enable healthcare organizations to rise above current trends and turmoil to position themselves for the future healthcare environment"--


Health Design Thinking

Health Design Thinking

Author: Bon Ku

Publisher: MIT Press

Published: 2020-03-17

Total Pages: 226

ISBN-13: 0262358913

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Applying the principles of human-centered design to real-world health care challenges, from drug packaging to early detection of breast cancer. This book makes a case for applying the principles of design thinking to real-world health care challenges. As health care systems around the globe struggle to expand access, improve outcomes, and control costs, Health Design Thinking offers a human-centered approach for designing health care products and services, with examples and case studies that range from drug packaging and exam rooms to internet-connected devices for early detection of breast cancer. Written by leaders in the field—Bon Ku, a physician and founder of the innovative Health Design Lab at Sidney Kimmel Medical College, and Ellen Lupton, an award-winning graphic designer and curator at Cooper Hewitt Smithsonian Design Museum—the book outlines the fundamentals of design thinking and highlights important products, prototypes, and research in health design. Health design thinking uses play and experimentation rather than a rigid methodology. It draws on interviews, observations, diagrams, storytelling, physical models, and role playing; design teams focus not on technology but on problems faced by patients and clinicians. The book's diverse case studies show health design thinking in action. These include the development of PillPack, which frames prescription drug delivery in terms of user experience design; a credit card–size device that allows patients to generate their own electrocardiograms; and improved emergency room signage. Drawings, photographs, storyboards, and other visualizations accompany the case studies. Copublished with Cooper Hewitt, Smithsonian Design Museum


Design for Care

Design for Care

Author: Peter H. Jones

Publisher:

Published: 2013

Total Pages: 356

ISBN-13: 9781933820231

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Healthcare is constantly evolving, with ever increasing complexity and costs presenting huge challenges for policy making, decision making, and system design. Design for Care presents an overview of the design issues facing healthcare and shows how designers can work with practice professionals, patients, caregivers, and other stakeholders to make a positive difference. Case studies, design methods, and leading-edge research illuminate emerging opportunities and provide inspiration for designing better services. (bron: rosenfeldmedia.com).


Service Design and Service Thinking in Healthcare and Hospital Management

Service Design and Service Thinking in Healthcare and Hospital Management

Author: Mario A. Pfannstiel

Publisher: Springer

Published: 2018-12-28

Total Pages: 535

ISBN-13: 3030007499

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This book examines the nature of service design and service thinking in healthcare and hospital management. By adopting both a service-based provider perspective and a consumer-oriented perspective, the book highlights various healthcare services, methods and tools that are desirable for customers and effective for healthcare providers. In addition, readers will learn about new research directions, as well as strategies and innovations to develop service solutions that are affordable, sustainable, and consumer-oriented. Lastly, the book discusses policy options to improve the service delivery process and customer satisfaction in the healthcare and hospital sector. The contributors cover various aspects and fields of application of service design and service thinking, including service design processes, tools and methods; service blueprints and service delivery; creation and implementation of services; interaction design and user experience; design of service touchpoints and service interfaces; service excellence and service innovation. The book will appeal to all scholars and practitioners in the hospital and healthcare sector who are interested in organizational development, service business model innovation, customer involvement and perceptions, and service experience.


Essentials of Health Care Marketing

Essentials of Health Care Marketing

Author: Berkowitz

Publisher: Jones & Bartlett Publishers

Published: 2016-08-15

Total Pages: 609

ISBN-13: 1284094316

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Essentials of Health Care Marketing, Fourth Edition will provide your students with a foundational knowledge of the principles of marketing and their particular application in health care. Moreover, the text offers a perspective on how these principles must shift in response to the changing environmental forces that are unique to this market.


Modern Health Care Marketing

Modern Health Care Marketing

Author: Gamini Gunawardane

Publisher: World Scientific

Published: 2020-06-05

Total Pages: 515

ISBN-13: 9813279532

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This book aims to comprehensively address several modern concepts and practices in health care marketing not sufficiently addressed by existing literature. This includes the integrated nature of health care marketing, operations management, IT and human resource management; increased use of digital technology and social media; emphasis on enhancing customer-patient experience when strategizing and implementing health care marketing; application of modern services marketing concepts to health care marketing mix, among others.It also addresses recent changes in the U.S. health care industry. Some key issues covered are the increase in federal and state government involvement and oversight of health care delivery; increase in laws and regulations affecting health care management and marketing; growth of specialized health care markets such as Medicare, Medicaid and Affordable Care Act; globalization of health care and greater focus on legal and ethical health care marketing practices.Modern Health Care Marketing is an essential read to understand the integrated nature of health care marketing in the technologically driven, customer/patient-focused and globalized environment. It is also a useful reference for professionals to pick up best practices on addressing challenges faced in the modern health care industry.


Promotion and Marketing Communications

Promotion and Marketing Communications

Author: Umut Ayman

Publisher: BoD – Books on Demand

Published: 2020-07-08

Total Pages: 208

ISBN-13: 1838802274

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This edited Promotion and Marketing Communications book is an original volume that presents a collection of chapters authored by various researchers and edited by marketing communication professionals. To survive in the competitive world, companies feel an urge to achieve a competitive advantage by applying accurate marketing communication tactics. Understanding marketing communication is an essential aspect for any field and any country. Hence, in this volume there is the latest research about marketing communication under which marketing strategies are delicately discussed. This book does not only contribute to the marketing and marketing communication intellectuals but also serves different sector company managerial positions and provides a guideline for people who want to attain a career in this field, giving them a chance to acquire the knowledge regarding consumer behavior, public relations, and digital marketing themes.