Squeezing a New Service Into a Crowded Market
Squeezing a New Service Into a Crowded Market

Author: Dennis J. Cahill

Publisher: Psychology Press

Published: 1995

Total Pages: 186

ISBN-13: 9781560249399

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Squeezing a New Service Into a Crowded Market begins to answer the question of how to successfully offer another service in what appears to be an already crowded market. Is there room for one more hospital? Another law firm? Another newspaper? Another spreadsheet? Yes, according to Dennis Cahill. He shows readers how--through theory and case studies--to define, produce, and market a new service in a field where there already exists a similar service. He provides a roadmap for successful planning and introduction of new services. This roadmap uses perceptual mapping and case applications to show how adding a new service should and should not be done. Perceptual mapping is fully described and its use to find gaps in the service coverage is detailed. Three case studies of services which have been introduced into crowded markets are used to show how and how not to offer a new service. Cahill looks at these services from the perspective of customer design and internal development. Both practitioners of services marketing and advanced marketing students who want the "real world" application of the marketing theory learned in the classroom can benefit from Squeezing a New Service Into a Crowded Market. Part I explores the research necessary to utilize Cahill's approach. In Part II, Cahill presents detailed case examples from his own files of how various services were offered to crowded markets--and all failed. These case analyses dissect the failures, explain where, why, and how they failed, and interpose what could and should have been done to prevent--or at least reduce the probability of--a failure. Readers will clearly see the common thread running through these failures and will be able to avoid failures of their own. Part III deals with innovation and how to handle it in a service firm.

Marketing Health Care Into the Twenty-First Century
Marketing Health Care Into the Twenty-First Century

Author: William Winston

Publisher: Routledge

Published: 2014-02-04

Total Pages: 214

ISBN-13: 1317740262

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Marketing Health Care Into the Twenty-First Century explores recent and anticipated changes and trends--legislative, economic, organizational, clinical, and operational--from a strategic marketing perspective. Author Alan K. Vitberg, a respected consultant in health care marketing, takes an unabashedly strong, direct, and aggressive perspective on these trends, maintaining that a state of war exists in the health care industry--a war that will only increase in fervor and intensity as organizations fight for survival and their share of hundreds of billions of dollars spent in America on health care. According to Marketing Health Care Into the Twenty-First Century, those payers and providers who understand that they’re fighting a war and act accordingly stand the best chance of short term survival and long term prosperity. Those who bury their heads in the sand, awaiting the storm of war to blow over, will find themselves prisoners of their inactivity. Marketing Health Care Into the Twenty-First Century succinctly captures and explores issues and trends affecting participants in the battle for consumers’health care dollars, including: the growth of managed care; emerging health care systems; formation of provider networks and other organizational structures; the relationship between risk and product, target market, and organizational options; the emerging clout of primary care; mergers and acquisitions; and shifts in health care dollar flow. Marketing Health Care Into the Twenty-First Century is also one of the first books in the market examining changes being made to Medicare and Medicaid programs and their strategic and tactical implications for health care industry participants. In order to take advantage of these changes and trends, Vitberg moves from the conceptual to the practical by defining and delivering insights into the concept of competitive innovation and its relationship to competitive advantage--hearing, listening, and responding to the voice of the market through meaning brand identification, product differentiation, and intrusive marketing communications that motivate customers to a preferential purchase decision. Anyone in the health care industry--marketing, planning, and development professionals with hospitals, HMOs, PPOs, networks/alliances, insurance companies, and medical groups--is among those who will find Marketing Health Care Into the Twenty-First Century a valuable resource for embracing strategic marketing now and in the near future. The book also serves as informative, stimulating reading for professors and students in graduate level health care administration courses.

Internal Marketing
Internal Marketing

Author: William Winston

Publisher: Routledge

Published: 2012-10-12

Total Pages: 178

ISBN-13: 1136459391

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In today's business world, competence is no longer enough in an employee;competent employees are merely a starting point. Internal Marketing: Your Company's Next Stage of Growth details how you can improve employee effectiveness and therefore business—by marketing your firm to employees so they can more effectively serve outside customers and consumers. Employees need to be knowledgeable about their firm and confident in it and its products and services in order to perform their duties in an optimal manner. From this book, you will gain a thorough knowledge and understanding of the concept of internal marketing, how it can be implemented, and the benefits that will result.

The Clinician's Guide to Managed Behavioral Care
The Clinician's Guide to Managed Behavioral Care

Author: William Winston

Publisher: Routledge

Published: 2014-02-04

Total Pages: 356

ISBN-13: 1317786289

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Managed care is a revolution impacting the practice of clinicians throughout America. The Clinician’s Guide to Managed Behavioral Care, called “a survival kit” and “must reading,” helps clinicians develop and market professional services attuned to the needs of managed care systems, manage the utilization process, and reshape an office practice or hospital-based program to become more “managed care friendly.” It is newly referenced and updated for clinicians to continue to advocate for their patients and clients. The Clinician’s Guide to Managed Behavioral Care addresses how clinicians can develop and market professional services attuned to the needs of managed care systems, how to best manage the utilization review process, how to re-shape an office practice or hospital-based program to become more “managed care friendly,” and how to best advocate for patients and clients. Readers will understand the history and evolution of attempts to manage mental health care costs and services as well as the emerging clinical, economic, and social trends that will continue to fuel changes in the mental health field in coming years. Importantly, this guide sensitizes readers to the perspectives about mental health care benefits and the treatment field held by the payor community--insurance carriers, HMO’s, and self-insured employers. It allows readers to consider a payor’s view of how professionals can play a crucial role in providing quality services while helping control spiraling mental health care costs--costs that have escalated much faster than other segments of health care. Who can benefit from this book? Practicing psychologists, social workers, psychiatrists, substance abuse counselors, marriage and family therapists, Employee Assistance Professionals, psychiatric nurses, professional counselors, program managers, hospital administrators, and health care marketing professionals will find The Clinician’s Guide to Managed Behavioral Care and invaluable resource. It is often said that in the future, all in the treatment community will be involved in “managing care” and that the most successful clinicians and practices will be those most adept at working with managed care systems on behalf of their patients and clients. This book helps you understand how! Important topics in The Clinician’s Guide to Managed Behavioral Care: the changing marketplace for mental health/substance abuse treatment services assessing market opportunities in light of managed care influences clinical service needs of managed care systems clinical innovations: examples, case studies, vignettes strategies for managing utilization review marketing strategies for office-based practitioners hospital-managed care partnerships contemporary office management strategies to control costs consumers and managed care directory of America’s HMOs directory of America’s Managed Mental Health Care Companies glossary of key terms

The Clinician's Guide to Managed Behavioral Care
The Clinician's Guide to Managed Behavioral Care

Author: Norman Winegar

Publisher: Psychology Press

Published: 1996

Total Pages: 356

ISBN-13: 9780789060129

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Managed care is a revolution impacting the practice of clinicians throughout America. The Clinician's Guide to Managed Behavioral Care, called "a survival kit" and "must reading," helps clinicians develop and market professional services attuned to the needs of managed care systems, manage the utilization process, and reshape an office practice or hospital-based program to become more "managed care friendly." It is newly referenced and updated for clinicians to continue to advocate for their patients and clients.The Clinician's Guide to Managed Behavioral Care addresses how clinicians can develop and market professional services attuned to the needs of managed care systems, how to best manage the utilization review process, how to re-shape an office practice or hospital-based program to become more "managed care friendly," and how to best advocate for patients and clients. Readers will understand the history and evolution of attempts to manage mental health care costs and services as well as the emerging clinical, economic, and social trends that will continue to fuel changes in the mental health field in coming years. Importantly, this guide sensitizes readers to the perspectives about mental health care benefits and the treatment field held by the payor community--insurance carriers, HMO's, and self-insured employers. It allows readers to consider a payor's view of how professionals can play a crucial role in providing quality services while helping control spiraling mental health care costs--costs that have escalated much faster than other segments of health care.Who can benefit from this book? Practicing psychologists, social workers, psychiatrists, substance abuse counselors, marriage and family therapists, Employee Assistance Professionals, psychiatric nurses, professional counselors, program managers, hospital administrators, and health care marketing professionals will find The Clinician's Guide to Managed Behavioral Care and invaluable resource.It is often said that in the future, all in the treatment community will be involved in "managing care" and that the most successful clinicians and practices will be those most adept at working with managed care systems on behalf of their patients and clients. This book helps you understand how!Important topics in The Clinician's Guide to Managed Behavioral Care: the changing marketplace for mental health/substance abuse treatment services assessing market opportunities in light of managed care influences clinical service needs of managed care systems clinical innovations: examples, case studies, vignettes strategies for managing utilization review marketing strategies for office-based practitioners hospital-managed care partnerships contemporary office management strategies to control costs consumers and managed care directory of America's HMOs directory of America's Managed Mental Health Care Companies glossary of key terms

Marketing Planning Guide, Second Edition
Marketing Planning Guide, Second Edition

Author: Robert E. Stevens

Publisher: CRC Press

Published: 2021-11-19

Total Pages: 382

ISBN-13: 1000525082

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This newly revised book presents systematic approaches to developing marketing plans for products, services, and other situations. Philosophically sound and practically oriented, Marketing Planning Guide, Second Edition examines principles and their applications to provide a complete understanding of the marketing planning process. All aspects of marketing planning, including situation analysis, objectives, strategy, control, and implementation are thoroughly treated. Worksheets at the end of each chapter guide you in creating your own plan--once all the worksheets are completed you will have roughed out a complete marketing plan. Marketing Planning Guide, Second Edition is a valuable resource for the practitioner of marketing who is involved in the planning process and the student who is interested in learning more about what the marketing plan should contain and how to prepare it. This book shows you how to: analyze the market, consumers, the competition, and opportunities develop strategy and marketing objectives make product, place, promotional, and price decisions realize the financial impact of marketing strategies implement, audit, and control your marketing plan Changes for this second edition include more tables, more (and newer) references, and updated case studies to open each chapter. The final chapter, “Marketing Plan Implementation,” is also all-new. The material in this book has been classroom-tested for both readability and comprehension, as well as usefulness in preparing a marketing plan as part of a course assignment. The accompanying instructor’s package to Marketing Planning Guide includes a helpful150-page instructor’s manual and over 175 slide transparencies. The manual provides a detailed sample course syllabus along with a test bank featuring a muliple-choice or true-false test for each chapter, along with an answer key. The transparencies are prepared to reinforce the key points of each chapter and includes many charts, figures, and lists. This helpful instructor’s pack will save you time and will help make your course effective and thorough.

Consumer Satisfaction in Medical Practice
Consumer Satisfaction in Medical Practice

Author: William Winston

Publisher: Routledge

Published: 2021-11-18

Total Pages: 208

ISBN-13: 1000524639

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Consumer Satisfaction in Medical Practice will equip physicians and other decision makers in health care with the necessary tools to meet the growing demand for customers’satisfaction in medical practices. Addressing the deliverance of accurate and affective medical services, this intelligent guide provides you with proven techniques in order to provide competitive prices, convenience, accessibility, and quality outcomes to customers. Consumer Satisfaction in Medical Practice turns the delivery of health care toward the patient. Each recommendation will enable you to provide long-term and cost-effective benefits for customers and your company. Exposing common myths about medical practice, this knowledgeable book offers you a patient’s perspective on the services they need and request to help you offer your customers the appropriate services. From Consumer Satisfaction in Medical Practice, you will be able to give customers the medical services they want with the help of proven methods and suggestions which include: remembering that office budgets, profits for practitioners, and financial strengths of progressive hospitals and physician service organizations exist to help offer better health services to customers creating a consumers’bill of rights that ensures patients that they are receiving the best possible care for their money, that every patient has a right to their own medical information, and that every patient has a right to express grievances sending out newsletters and announcements of staff changes and changes to office hours to improve physician services to patients incorporating consumer satisfaction in employee and physician performance evaluations and setting standards for consumer satisfaction measuring physician staff and employee satisfaction along with that of the patient and payer to improve provider conditions and consumer satisfaction increasing physician satisfaction by recognition through awards and an incentive systemFeaturing several charts, tables, and suggestion boxes, this guide contains effective steps that you can institute in order to offer excellent care to your customers. Consumer Satisfaction in Medical Practice allows you to expand and improve customer satisfaction for the benefit of your customers and your business.

Medical Group Management in Turbulent Times
Medical Group Management in Turbulent Times

Author: William Winston

Publisher: Routledge

Published: 2014-02-04

Total Pages: 500

ISBN-13: 1317948629

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Medical Group Management in Turbulent Times: How Physician Leadership Can Optimize Health Plan, Hospital, and Medical Group Performance provides you with proven methods and new strategies on how to deliver more effective health care, health products, and related services to patients and other consumers. Stressing physician leadership and proactive participation, this text will enhance your understanding of how a working relationship between practicing physicians and health care managers is a positive and necessary means for administering and managing quality health care now and in the future. Through units preceded by defined goals, projected outcomes, and outcome analyses, Medical Group Management presents material to you in a practical, comprehensive manner on topics such as: understanding values and relationships among physicians, hospitals, and health plans working together toward a common goal establishing trust and communication between physicians, hospitals, and health plans embracing change as a catalyst for the enhancement of medical practice understanding the physicians’role in the management of a consumer-focused medical group planning for shifts in medical practice away from intervention and toward prevention creating jointly developed plans and budgets predicated upon principles of continuous quality improvement, such as eliminating unnecessary patient paperwork and improving employees’morale and job satisfaction In addition, most units in this text feature a “factors to consider” category that advises you, for example, how to research competition, establish a target market, and research the demographics of a community before formulating a plan to increase your number of patients. Complete with recommendations, sample plans on how to market health services or better serve your patients, and suggestions on how to enhance quality care, Medical Group Management will give you the knowledge to successfully address problems and work together with other professionals in the health care community to provide quality services to patients and consumers now and into the next century.

Risky Business
Risky Business

Author: William Winston

Publisher: Routledge

Published: 2014-06-03

Total Pages: 238

ISBN-13: 131795789X

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Risky Business tells in plain language the specific behaviors that indicate an employee has the potential to become violent, and it tells managers what to do--and what not to do--to prevent workplace violence. Author Lynne Falkin McClure describes in clear detail the eight major categories of behavioral clues to violence and includes anecdotes from work settings to help managers and others identify potentially violent employees. Most importantly, she emphasizes the precautions and steps managers must take when they see these “clues” in an employee’s behavior and how to create and maintain a work environment that is likely to protect everyone. Including the hiring--appraisal--training process, Risky Business focuses on system-wide, ongoing prevention steps organizations can take to protect everyone in the workplace. The book points out for readers informal organizational ‘policies’that unwittingly encourage potentially dangerous behaviors in employees and then offers alternative ‘policies’that create and maintain a safer environment. Managers, members of personnel, and public relations representatives learn how to deal effectively with the fears of workers and customers should a violent event occur that affects the company’s morale and image. However, readers are certain to gain the skills and foresight necessary to avert disaster before it strikes. Lynne Falkin McClure, PhD, is a management consultant, workshop designer/facilitator, and public speaker in Tempe, Arizona. President of McClure Associates Management Consultants, Inc., since 1980, she specializes in work relationships and conducts inhouse workshops for corporations and government agencies. Through The McClure Institute in Tempe, she offers intensive 5--day courses for executives, directors, and managers, as well as for EAP specialists and mental health professionals, on how to identify and prevent potential workplace violence. Dr. McClure has been a guest on several national shows, including appearances on “Maury Povich,” “Between the Lines” (Associated Press Broadcast News), “Good Day Atlanta,” “Market Talk” (KWHY-TV, America’s first all-financial station), and “Wireless Flash” (San Diego).

Contemporary Sales Force Management
Contemporary Sales Force Management

Author: William Winston

Publisher: Routledge

Published: 2013-05-13

Total Pages: 332

ISBN-13: 1136373756

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By analyzing and monitoring current trends in the marketplace, Contemporary Sales Force Management helps sales managers align resources and strategic efforts to gain an edge over competitors. You will develop an understanding of where current and prospective sales opportunities exist in order to fully utilize automation, how to update crisis management policies to reflect changing industry dynamics, and how to raise your level of sales efficiency through the use of customer advisory groups and sales technological tools, such as video conferencing, database management, and up-to-date industry software. Through the book’s important discussions on lowering mutual costs, building long-term customer relationships, improving sales skills, and developing core process skills, you will also learn to think and act with a strategic perspective that successfully steers the sales process.Grounded in practical applications, Contemporary Sales Force Management unites theoretical principles with applied examples and case studies gathered from research with major firms in dynamic markets such as Beijing and Shanghai in China, the European Union, and the United States. From these case studies demonstrating how top players achieve success, you gain critical information on: the role of the sales force manager in organizations strategic issues for an international sales effort gaining functional expertise in sales and marketing along with industry knowledge globalization and its impact on sales management strategies for applying Total Quality Management to sales electronic commerce and cultivating customers on the Web the consequences of having a poorly motivated sales force with low morale developing an environment that fosters and rewards the management of crisis understanding your biases and stereotypical assumptions about others and how these affect decisionmaking dealing with the legal and regulatory environment and ethical issues that arise in the course of managing the sales forceContemporary Sales Force Management is the book managers, entrepreneurs, business people, and faculty and students of executive business education programs have long awaited. Its sample sales plan, specific strategies, and hands-on advice will prove indispensable as you maneuver away from the coattails of your competitors into a leading position in the marketplace.