Glossary Entry

Marketing

Ready
Marketing is NOT advertising. It is understanding one’s customers and their needs, creating products (aka goods and services) to meet those needs, and delivering them in the way the customer wants and for a price they are willing to pay. The course on Marketing may be the only place in the curriculum that the people served by the healthcare delivery system and their healthcare needs are described in detail.

This content area includes a description of the health status of the population of the US, and perhaps the world. It includes basic demographic and SES information, but also introduces measures of health status that are applied in measuring performance in other content areas. The course also covers the concepts traditionally included in a business course on Marketing: products, distribution channels and considerations, promotion, and price. The latter incorporates topics also covered in Economics and Finance, understanding of the peculiarities of the US healthcare marketplace from the standpoint of pricing and purchasing decisions dominated by third parties. The relationship of Marketing to Strategic Planning is also discussed. Ideally, students would work through an entire marketing plan for a new product, and thereby have the opportunity to apply knowledge and practice concrete skills.

Suggested Textbooks:

Undergraduate: 
  • Thomas, R (2010). Marketing Health Services, Second Edition. Chicago: Health Administration Press.
  • Hillestad, Steven & Berkowtiz, (2013) Healthcare Marketing Strategy. Burlington, MA: Jones and Bartlett Learning
Graduate: 
  • Porter, M. E. On Competition, Updated and Expanded Edition. Boston: Harvard Business School Publishing, 2008.
  • Berkowitz, Eric (2011) The Essentials of Healthcare Marketing. Sudbury, MA, Jones and Bartlett Publishing 

Supplemental: 
  • Fortenberry, J. (2010) Health Care Marketing: Tools and Techniques. Sudbury, MA: Jones & Bartlett.
  • Glanz, Karen, Rimer, Barbara K., and Viswanth, K., ed. Health Behavior and Health Education: Theory, Research and Practice John Wiley & Sons 2008
  • http://patients.about.com/od/costsconsumerism/a/healthcons.htm 
Created By: Gerod Blue 12-17-2012
Last Updated By: Gerod Blue 12-17-2012
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