The Complete Guide to Service Line Marketing
ISBN: 9781601467522 | 1601467524
Edition: 1stFormat: Paperback
Publisher: Hcpro Inc
Pub. Date: 11/1/2010
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This comprehensive book guides healthcare executives through proven marketing strategies to grow their service lines. You'll examine case studies of successful marketing campaigns and discover techniques that you can immediately apply to your own marketing approach.
(HealthLeaders Media) Provides a guide for healthcare executives through marketing strategies to grow their service lines. Features case studies of successful marketing campaigns. Discusses ways to promote vital service lines that are difficult to marke... MORE
(HealthLeaders Media) Provides a guide for healthcare executives through marketing strategies to grow their service lines. Features case studies of successful marketing campaigns. Discusses ways to promote vital service lines that are difficult to marke... MORE
| About the Author | p. v |
| Acknowledgments | p. vii |
| Driving Growth Through Service Line Marketing | p. 1 |
| Evolution of Clinical Service Lines | p. 3 |
| Current and Emerging Service Line Structures | p. 4 |
| Service Line Marketing Opportunities and Challenges | p. 9 |
| Summary | p. 10 |
| Creating a Strategic Marketing Framework | p. 13 |
| Aligning Health System Strateg... MORE | p. 13 |
| Service Line Business Planning Focuses Marketing Investments | p. 15 |
| Marketing as Strategy: Markets, Products, and Channels | p. 17 |
| Service Line Brand Management | p. 20 |
| Prioritizing Marketing Resource Allocations | p. 22 |
| Marketers Held to a Higher Standard | p. 28 |
| Summary | p. 29 |
| Marketing Planning, Processes, and Tools | p. 31 |
| Market Intelligence: Insights and Discovery | p. 31 |
| Segmentation and Targeting | p. 36 |
| The Marketing Mix: Fundamental to Target Marketing | p. 47 |
| Channel Strategies and Referral Relationships | p. 52 |
| Promotion Strategies | p. 57 |
| Payers, Pricing, and Performance | p. 63 |
| Summary | p. 65 |
| Developing the Service Line Marketing Plan | p. 67 |
| Engaging Operational, Clinical, and Physician Leaders | p. 67 |
| Setting Marketing Goals and Objectives | p. 72 |
| Focus Marketing Measurement on Strategic and Financial Outcomes | p. 75 |
| Content of a Service Line Marketing Plan | p. 78 |
| Service Line Marketing Performance Management | p. 83 |
| Summary | p. 85 |
| Service Line Marketing Case Studies | p. 89 |
| Cardiovascular Service Line Marketing | p. 89 |
| Oncology Service Line Marketing | p. 96 |
| Orthopedic Service Line Marketing | p. 101 |
| Neurovascular Service Line Marketing | p. 107 |
| Women's Health Service Line Marketing | p. 112 |
| General Surgery Service Line Marketing | p. 116 |
| Summary | p. 119 |
| The Success Formula: Strategy, Leadership, Performance | p. 121 |
| Market Orientation Is Essential | p. 122 |
| The Service Line Marketer's Call to Action | p. 126 |
| Building a Service Line Marketing Culture | p. 128 |
| Summary | p. 129 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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