Are you a physician looking to grow your new patient base through online marketing? If so, then this book is for you! Today, patients are going online to find their doctor, and it is more important than ever for healthcare providers to show up online when patients are searching. Learn how doctors can use SEO, social media marketing, PPC, and other online techniques to increase new patient appointments. Includes 30 Days of Facebook Post Ideas!
In recent years there have been dramatic changes in the pharmaceutical promotional landscape, affecting both consumers and healthcare professionals. One consequence of these dynamics is the need for pharmaceutical companies to plan new kinds of dialogue and relationships with their stakeholders. The evolution has been from mass-channel "push" marketing to two-way, multi-channel relationship marketing. Targeted Emails, webinars, mobile messages, and social networks are expanding in usage. This book is a practical overview and resource guide for the design and measurement of pharmaceutical relationship marketing (RM) programs. There are descriptions of each aspect of pharmaceutical RM design and measurement, including a running case study with follow-up exercises. The author has also conducted interviews from several pharmaceutical marketing industry experts, each having 15 years or more of working healthcare RM knowledge, and each speaking on their specific specialities. For newcomers to healthcare marketing, this book can serve as a foundation and introduction that provides framework, details, and examples of both relationship marketing designs and associated measurement disciplines. Healthcare Relationship Marketing will also be valuable to readers currently working in pharmaceutical marketing or sales who may not have exposure to the particular disciplines of relationship marketing and direct response measurement and optimization. Even for the experienced practitioner this will serve as a convenient reference that pulls together all of the program components and measurement frameworks within a single book. This book may also serve as a textbook within a university course in marketing, or a pharmaceutical business program.
Experienced healthcare marketers know that the traditional four Ps of business marketing (product, price, placement, and promotion) don't always translate into the world of healthcare marketing. In this practical guide, the authors address the importance of a different set of Ps (physicians, patients, payers, public, and the presence of politics) for building a solid foundation in healthcare marketing. Topics include: the history of healthcare marketing practices; physician, patient, and hospital interactions; alignment of strategic marketing efforts to the mission, vision, and values of an organization; ethics of healthcare marketing; stakeholders' roles in healthcare marketing; conflict management techniques; and the basics of a healthcare marketing plan. --
The difference between helping and selling is just two letters If you're wondering how to make your products seem more exciting online, you're asking the wrong question. You're not competing for attention only against other similar products. You're competing against your customers' friends and family and viral videos and cute puppies. To win attention these days you must ask a different question: "How can we help?" Jay Baer's Youtility offers a new approach that cuts through the clutter: marketing that is truly, inherently useful. If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life.
In addition to social medias prevalence for personal use, online networking tools are also gaining momentum in the healthcare field. Health information and patient discussion are embracing these technologies to create a more ubiquitous communication platform. Social Media and Mobile Technologies for Healthcare provides insight on the tools that are integral to understanding and implementing emerging technologies in health-related fields. With an ever-growing presence of patients and health professionals on social networking sites, this book will provide insight into the effect of communication technologies on health services. This publication is useful for professionals and researchers in health informatics, as well as students, practitioners, clinicians, and academics.
Medical informatics is a field which continues to evolve with developments and improvements in foundational methods, applications, and technology, constantly offering opportunities for supporting the customization of healthcare to individual patients. This book presents the proceedings of the 16th World Congress of Medical and Health Informatics (MedInfo2017), held in Hangzhou, China, in August 2017, which also marked the 50th anniversary of the International Medical Informatics Association (IMIA). The central theme of MedInfo2017 was "Precision Healthcare through Informatics", and the scientific program was divided into five tracks: connected and digital health; human data science; human, organizational, and social aspects; knowledge management and quality; and safety and patient outcomes. The 249 accepted papers and 168 posters included here span the breadth and depth of sub-disciplines in biomedical and health informatics, such as clinical informatics; nursing informatics; consumer health informatics; public health informatics; human factors in healthcare; bioinformatics; translational informatics; quality and safety; research at the intersection of biomedical and health informatics; and precision medicine. The book will be of interest to all those who wish to keep pace with advances in the science, education, and practice of biomedical and health informatics worldwide.
DISRUPTION CREATES OPPORTUNITY FOR THOSE WHO EMBRACE CHANGE. NEW WINNERS AND LOSERS WILL EMERGE. THIS BOOK WILL HELP YOU AND YOUR COMPANY THRIVE IN THE AGE OF DISRUPTION. The informational and technological revolutions have forever changed the practice of medicine. We analyze data in a flash and marketers deliver it with pinpoint accuracy at just the right moment. When patients put their trust in our brands and place their lives in our hands, marketers have to quickly analyze the data accessible to us so we can deliver the right information at the right time, all while navigating the complexities of industry regulations. Timely messaging through the patient journey provides marketers today with an unprecedented opportunity. We must capitalize on this opportunity in order to stay relevant and profitable in the changing landscape. Results shows you the biggest trends happening now so you can be heard above the noise, deliver meaningful value, and to build real brand loyalty to drive your pharmaceutical and healthcare marketing far into the future. This book is essential reading for developers, manufacturers, and marketers of pharmaceutical and healthcare companies as well as the agencies, partners, publishers, suppliers and other service providers that support them in their marketing efforts. Authors RJ Lewis, Scott Weintraub, Brad Sitler, Joanne McHugh, and Roger Zan each share key insights into the growing trends in healthcare that you need to understand in order to better market your products. Join them at the front line as they speak to over a dozen executives of global pharmaceutical manufacturing companies to hear the technology, regulation, and the ever-shifting marketing challenges they see in front of them that could spell big opportunities for your company.
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.
Advance your B2B marketing plans with proven social media strategies Learn social media's specific application to B2B companies and how it can be leveraged to drive leads and revenue. B2B marketers are undervalued and under appreciated in many companies. Social media and online marketing provide the right mix of rich data and reduction in marketing expenses to help transform a marketer into a superstar. The B2B Social Media Book provides B2B marketers with actionable advice on leveraging blogging, LinkedIn, Twitter, Facebook and more, combined with key strategic imperatives that serve as the backbone of effective B2B social media strategies. This book serves as the definitive reference for B2B marketers looking to master social media and take their career to the next level. Describes a methodology for generating leads using social media Details how to create content offers that increase conversion rates and drive leads from social media Offers practical advice for incorporating mobile strategies into the marketing mix Provides a step-by-step process for measuring the return on investment of B2B social media strategies The B2B Social Media Book will help readers establish a strong social media marketing strategy to generate more leads, become a marketing superstar in the eye of company leaders, and most importantly, contribute to business growth.
