1st Edition
How To Write a Marketing Plan for Health Care Organizations
By William Winston
Copyright 1985
184 Pages
by
Routledge
184 Pages
by
Routledge
Also available as eBook on:
A practical guide for developing and writing a strategic marketing plan for health and human service organizations, this comprehensive volume takes professionals through the major steps of the marketing planning process. In addition to a useful overview of the basic marketing components, detailed descriptions of the application of market planning principles to health care organizations are consistently emphasized.
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
Biography
William J. Winston
