| Healthcare Marketing
Benefits and Added Value
The rise of new forms of health care delivery and
the rise of competition have made marketing a mandate to help
healthcare executives understand the dynamic nature of the
market and to develop a systematic way to plan and analyze their
activities. Care should be taken when applying the marketing
concepts in health care field due to the ethical issues
employed.
This module would provide both conceptual and professional view
to apply healthcare marketing techniques, which would provide
professionals with the value, added tool to face the challenges
in their market. The course would involve a mix of readings with
thorough discussion of cases to extend the knowledge building.
A blend of the different applications in different organization
would enrich the course.Structure
This program will be conducted over five sessions, five
hours per session, i.e. 25 hours. It will cover the following
topics and issues:
-
Introduction to marketing, why we need
Health Care Marketing
-
Different orientation of the organization
; production, , service, selling, marketing , societal
orientation
-
The Strategic Marketing Management
process; marketing according to a pre-set mission and
objective
-
Managing the satisfaction process ;
assessment of customer needs and elements of consumer
behavior
-
The Marketing mix The CAPS (Cost, Access,
Promotion, Service)
-
Marketing Information System
-
Marketing research
-
Marketing planning and control
-
Setting the marketing department
Target Participants
This program is targeting the potential professional and senior
level executives in healthcare institutions, in order to engage
them in a brainstorming experience about contemporary management
applications in the field of healthcare.
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