Contents
Preface

• Basic Health Care Marketing Principles
• Introduction to Marketing Planning
• Organizational Phase: Wetting the Stage with Marketing Missions, Goals, and Objectives
• Performing a Marketing Audit of the Health Organization’s Environment
• Segmenting and Targeting the Marketplace Positioning the Health Organization into the Minds of the Health Consumers and Providers
• Developing Marketing Strategies and Tactics
• Organizational, Budgeting, and Control Systems
• Condensed Sample Marketing Plan
• Appendix A: The Fundamentals of Developing an Effective Advertisement for Health Care Organizations
• Appendix B: How to Effectively Use Health Markeitng Consulltants
• Appendix C: Using Computers in Health Marketing
• Appendix D: Working With the Media