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This book aims to comprehensively address several modern concepts and practices in health care marketing not sufficiently addressed by existing literature. This includes the integrated nature of health care marketing, operations management, IT and human resource management; increased use of digital technology and social media; emphasis on enhancing customer-patient experience when strategizing and implementing health care marketing; application of modern services marketing concepts to health care marketing mix, among others.It also addresses recent changes in the U.S. health care industry. Some key issues covered are the increase in federal and state government involvement and oversight of health care delivery; increase in laws and regulations affecting health care management and marketing; growth of specialized health care markets such as Medicare, Medicaid and Affordable Care Act; globalization of health care and greater focus on legal and ethical health care marketing practices.Modern Health Care Marketing is an essential read to understand the integrated nature of health care marketing in the technologically driven, customer/patient-focused and globalized environment. It is also a useful reference for professionals to pick up best practices on addressing challenges faced in the modern health care industry.<b>Contents:</b> <ul><li><b><i>Health Care Marketing: Evolution and Modern Trends:</i></b><ul><li>Introduction to Health Care Marketing</li><li>Health Care Marketing: Evolution and Modern Trends</li></ul></li><li><b><i>Health Care Marketing Strategy Formulation and Implementation Process:</i></b><ul><li>Health Care Marketing Strategy Formulation Process</li><li>Health Care Market and Marketing Research</li><li>Understanding the Health Care Organization&apos;s Competition</li><li>Understanding Customer/Patient Characteristics and Behavior Affecting Health Care Marketing</li><li>Customer/Patient Experience: Key Driver of Modern Health Care Marketing</li><li>Market Segmentation in Health Care Marketing</li><li>Health Care Marketing Mix: Planning Health Care Marketing Strategy for Each Segment/Niche</li></ul></li><li><b><i>Health Care Marketing Program Implementation:</i></b><ul><li>Integrating Digital Technology into Modern Health Care Marketing</li><li>Employee Engagement and Internal Marketing in Health Care Marketing </li><li>Marketing to Physicians: Physician Engagement and Physician Relations Management in Health Care Marketing</li><li>Legal and Ethical Issues Affecting Health Care Marketing</li></ul></li><li><b><i>Health Care Marketing in Special Sectors:</i></b><ul><li>Direct Health Care Marketing in Special Sectors: Physician Services, Hospital Services, Managed Care Products (HMOs and ACOs), Pharmaceuticals, and Public Health</li><li>Marketing Health Care Globally</li></ul></li></ul><br><b>Readership:</b> Researchers, graduate and undergraduate students, as well as professionals in health care management and marketing.Health Care;Health Care Services;Health Care Marketing;Services Marketing0<b>Key Features:</b><ul><li>A useful practitioner guide for those working in health care organizations</li><li>Updated coverage to the recent developments in the health care industry</li><li>Discussion on health care marketing issues are backed by scholarly publications, industry expert opinions, surveys, case studies and real-world best practices</li></ul>

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