How To Write a Marketing Plan for Health Care Organizations / Edition 1

by William Winston

Overview

A practical guide for developing and writing a strategic marketing plan for health and human service organizations, this comprehensive volume takes professionals through the major steps of the marketing planning process. In addition to a useful overview of the basic marketing components, detailed descriptions of the application of market planning principles to health care organizations are consistently emphasized.

Product Details

ISBN-13:	9780866564502
Publisher:	Taylor & Francis
Publication date:	01/01/1985
Series:	Health Marketing Quarterly Series
Edition description:	New Edition
Pages:	184
Product dimensions:	6.12(w) x 8.50(h) x (d)

Table of Contents

Contents Preface

• Basic Health Care Marketing Principles
• Introduction to Marketing Planning
• Organizational Phase: Wetting the Stage with Marketing Missions, Goals, and Objectives
• Performing a Marketing Audit of the Health Organization’s Environment
• Segmenting and Targeting the Marketplace Positioning the Health Organization into the Minds of the Health Consumers and Providers
• Developing Marketing Strategies and Tactics
• Organizational, Budgeting, and Control Systems
• Condensed Sample Marketing Plan
• Appendix A: The Fundamentals of Developing an Effective Advertisement for Health Care Organizations
• Appendix B: How to Effectively Use Health Markeitng Consulltants
• Appendix C: Using Computers in Health Marketing
• Appendix D: Working With the Media