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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.