Essentials of Health Care Marketing, Fifth Edition

    Request Your Digital Review Copy

    Essentials of Health Care Marketing, Fifth Edition provides students with a foundational knowledge of the principles of marketing and their particular application in health care. Offering an engaging and accessible approach, the Fifth Edition of this highly current text includes: 

    Key Features:
    • New chapter on Marketing in the Digital Age discusses new disruptive competitors in health care, the Internet of Things (IoT), and more.
    • Sixteen new cases highlight current topics (the impact of COVID-19, the marketing of the patient portal, social media influences, etc.) 
    • Web links in every chapter connect students to valuable digital resources. 
    • New and expanded discussion of technology including the use of artificial Intelligence (AI), big data, and virtual focus groups in market research; and much more.
    • Enhanced discussion of transparency in government, consumer, and corporate responses around price, including a new section on value-based payment models. 
    • New capstone chapter on ethical considerations in marketing.