Amazon no longer offers textbook rentals. We do!

The Complete Guide to Service Line Marketing

by: Corrigan, Karen

The Complete Guide to Service Line Marketing

by: Corrigan, Karen

ISBN 13:
9781601467522
ISBN 10:
1601467524
Edition: 1st
Format: Paperback
Copyright: 11/01/2010
Publisher: Hcpro Inc

Rent

Sorry, this item is currently unavailable.

Note: Supplemental materials are not guaranteed with Rental or Used book purchases.

Extend or Purchase Your Rental at Any Time

Need to keep your rental past your due date? At any time before your due date you can extend or purchase your rental through your account.

Summary

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.

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 Strategy and Service Line Goals	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.

Amazon no longer offers textbook rentals. We do!

The Complete Guide to Service Line Marketing

The Complete Guide to Service Line Marketing

9781601467522

1601467524

Summary

Table of Contents

Supplemental Materials

Write a Review