Health Care Market Strategy: From Planning to Action, Fifth Edition, a standard reference for nearly 20 years, bridges the gap between marketing theory and implementation by showing you, step-by-step, how to develop and execute successful marketing strategies using appropriate tactics. Put the concepts you learned in introductory marketing courses into action using the authors’ own unique model—called the strategy/action match—from which you will learn how to determine exactly which tactics to employ in a variety of settings.
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.
In the United States, health care devices, technologies, and practices are rapidly moving into the home. The factors driving this migration include the costs of health care, the growing numbers of older adults, the increasing prevalence of chronic conditions and diseases and improved survival rates for people with those conditions and diseases, and a wide range of technological innovations. The health care that results varies considerably in its safety, effectiveness, and efficiency, as well as in its quality and cost. Health Care Comes Home reviews the state of current knowledge and practice about many aspects of health care in residential settings and explores the short- and long-term effects of emerging trends and technologies. By evaluating existing systems, the book identifies design problems and imbalances between technological system demands and the capabilities of users. Health Care Comes Home recommends critical steps to improve health care in the home. The book's recommendations cover the regulation of health care technologies, proper training and preparation for people who provide in-home care, and how existing housing can be modified and new accessible housing can be better designed for residential health care. The book also identifies knowledge gaps in the field and how these can be addressed through research and development initiatives. Health Care Comes Home lays the foundation for the integration of human health factors with the design and implementation of home health care devices, technologies, and practices. The book describes ways in which the Agency for Healthcare Research and Quality (AHRQ), the U.S. Food and Drug Administration (FDA), and federal housing agencies can collaborate to improve the quality of health care at home. It is also a valuable resource for residential health care providers and caregivers.
The Mom Test is a quick, practical guide that will save you time, money, and heartbreak. They say you shouldn't ask your mom whether your business is a good idea, because she loves you and will lie to you. This is technically true, but it misses the point. You shouldn't ask anyone if your business is a good idea. It's a bad question and everyone will lie to you at least a little . As a matter of fact, it's not their responsibility to tell you the truth. It's your responsibility to find it and it's worth doing right . Talking to customers is one of the foundational skills of both Customer Development and Lean Startup. We all know we're supposed to do it, but nobody seems willing to admit that it's easy to screw up and hard to do right. This book is going to show you how customer conversations go wrong and how you can do better.
Directed specifically at the practicing marketing executive, Cases and Select Readings in Health Care Marketing integrates understandable explanations of marketing concepts, articles selected for topical timeliness and pragmatic value, and case studies illustrating the detail and complexity of market decisions faced by today’s health care and human services marketing professional. Each chapter of this landmark volume includes a brief but thorough presentation of one conceptual area of marketing, which is then evaluated, analyzed, or demonstrated in selected articles written by prestigious and successful members of the marketing profession. Finally, a variety of extensive case studies follow which have been gathered to demonstrate further the service marketing profession at work. Many of these excellent cases were prepared especially for this volume and represent path-breaking treatments of such topics as health care marketing auditing, psychographic analysis, pricing in alternative delivery systems, promoting a public health service, and marketing planning for private colleges. Special offer from the editors: Buy Cases and Select Readings in Health Care Marketing and the authors will guarantee you a free written response--up to three pages--to your first inquiry about marketing your own organization!
Since the 1970s health care costs in the United States have doubled, insurance premiums have far outpaced inflation, and the numbers of the uninsured and underinsured are increasing at an alarming rate. At the same time the public expects better health care and access to the latest treatment technologies. Governments, desperate to contain ballooning costs, often see a market-based approach to health care as the solution; critics of market systems argue that government regulation is necessary to secure accessible care for all. The Catholic Church generally questions the market's ability to satisfy the many human needs intrinsic to any care delivery system yet, although the Church views health care as a basic human right, it has yet to offer strategies for how such a right can be guaranteed. Mary J. McDonough, a former Legal Aid lawyer for medical cases, understands the advantages and disadvantages of market-based care and offers insight and solutions in Can a Health Care Market Be Moral? Drawing on Catholic social teachings from St. Augustine to Pope John Paul II, McDonough reviews health system successes and failures from around the world and assesses market approaches to health care as proposed by leading economists such as Milton Friedman, Regina Herzlinger, Mark Pauly, and Alain Enthoven. Balancing aspects of these proposals with Daniel Callahan's value-dimension approach, McDonough offers a Catholic vision of health care in the United States that allows for some market mechanisms while promoting justice and concern for the least advantaged.
Home Healthcare Business Startup on a Budget Do you have what it takes to start, run, and grow an in-home care business? When I was faced with the reality of caring for my mother when she became ill while also caring for my elderly grandma, I realized that I needed more education (and help) for my situation. While I loved them both dearly, my love itself wasn't enough to properly care for them. I decided to gain that education and eventually became a CNA. When my mother and then grandmother finally passed away, I continued in this field of providing at-home care. Caring for a family member at home while they are recovering, terminally ill, or in the final stages of life can be stressful. The burden can be eased when you're able to bring in qualified help to assist you. Home healthcare encompasses a large range of skilled nursing and unskilled home care services that can be accomplished in a client's home after an injury or illness. It can also apply to services that are for an older or disabled person who might require assistance with daily activities such as cooking, bathing, running errands, shopping, and more. Do you have a caring, compassionate heart? Do you want to start a business where you know you will be assisting people when they need it most? Do you want to be your own boss and run an agency of skilled professionals who you trust to do the hands-on work? In this Home Healthcare Business Startup on a Budget book, I will outline the different levels of care that your agency might provide according to the need you see in your community. This could range from simple companion care services with light housekeeping and friendly faces, to more skilled nursing and palliative care. The fact is that you need not be personally professionally skilled to be an agency director. You can have a heart for starting the business, do the back-end work, and hire trained professionals to work for you. I'll show you how! This book will discuss all aspects of starting an in-home care services company, with variations on skilled and unskilled service providers. I guide you through starting this business from scratch, step-by-step. Once we have the business established, I will talk you through how to grow and run your operation from marketing, advertising, and dealing with employees. Be sure to check out the table of contents to see exactly what my book will provide to you in terms of information. I would strongly encourage you to get your hands on any and everything you can read about starting a business like this before you take the leap. We will Discuss Topics such as: What home healthcare means If you're cut out for this line of work What different levels of care encompass The different types of services your new agency might provide What a day in the life of an in-home care provider looks like 8 steps for building your business How to gain clients through advertising and partnerships How to craft a solid business plan What licensing you'll have to obtain How to get paid How to hire staff and manage employees in your day-to-day operations All this and much much more is contained in this book. I also describe to you some True-to-Life, Real-World Illustrations of what I'm teaching you in action with personal stories from those who have experiences with this field. I hope that reading about the concepts in action will give you a better understanding.
