Marketing in Healthcare-Related Industries

Robert E. Hinson, University of Ghana Business School
Ogechi Adeola, Lagos Business School, Pan-Atlantic University
Yam B. Limbu, Montclair State University
Emmanuel Mogaji, University of Greenwich, UK

Published 2020

Marketing in Healthcare-Related Industries captures the concepts and complexities of marketing healthcare in today’s environment. The book provides detailed conceptual and practical insights that will be of great benefit to healthcare scholars and practitioners. Topics on healthcare marketing have been carefully selected to provide wide coverage and are illustrated by mini-cases with a highly practical marketing tool kit for healthcare managers included.

The healthcare sector in the 21st century face a multiplicity of challenges, which include changing disease patterns, more technology-driven health interventions, a more assertive and quality conscious clientele, as well as a rapidly growing for-profit segment of the industry. This places more responsibilities on healthcare service providers in both the public and private sectors, to deliver value-for-money services at competitive costs. To respond to the changing business environment, a carefully crafted marketing approach is needed by all players in the industry to create value and sustain the confidence of clientele and stakeholders.

Praise for Marketing in Healthcare-Related Industries:

"Marketing in Healthcare-Related Industries is a timely book as the healthcare industry grows more customer-focused and faces increasing pressure to deliver high-quality service at more affordable costs. This book will serve as a roadmap for practitioners as it synthesizes insights from many marketing researchers into useful and actionable advice. It should also help students easily master the application of marketing principles to the healthcare industry with tools like review questions at the end of each chapter and mini-cases to apply marketing concepts."
~ Dr. Bruce A. Huhmann, Department Chair and Professor of Marketing, Virginia Commonwealth University

"Marketing In Healthcare-related Industries could not have come at a better time. Just as the epidemiological and demographic transitions have changed the cycle of planning, resource allocation, delivering, monitoring and evaluating healthcare (especially in developing countries), shrinking domestic and donor resources for health, and ambitious agendas like the Universal Health Coverage 2030 Agenda, make it imperative that healthcare providers do more with less. This book provides a clear road map to a MARKETING TRANSITION, which links healthcare and marketing in a way hitherto not so clearly outlined. The Toolkit will be a valuable tool for undergraduate and graduate students in healthcare provision, as well as health practitioners who have traditionally not been trained in this area. I commend it highly as a must-read book in this area."
~ Dr. Victor Asare Bampoe - Former Deputy Minister of Health, Ghana and currently Director & Coordinator, Global Financing & Technical Support, Joint United Nation Programme on HIV&AIDS, Geneva

"A truly remarkable scholarly work of our time. An easy-to-read and insightful book that captivates the reader, whether practitioner or student."
~ Dr. Abigail Mensah, Korle-Bu Teaching Hospital, Ghana

"This book is well-written, easy-to-understand, and very up-to-date in its approach to marketing in healthcare-related industries. It is useful for undergraduate and graduate students as well as healthcare practitioners."
~ Dr. Gouher Ahmed, Professor of Strategic Leadership & International Business, Skyline University College, UAE

Foreword. Preface. CHAPTER ONE: An Introduction to Marketing in Healthcare. CHAPTER TWO: Services Marketing as the Bedrock of Healthcare Marketing. CHAPTER THREE: The Evolving Societal and Healthcare Context. CHAPTER FOUR: Public Sector Marketing in Healthcare. CHAPTER FIVE: Strategic Planning in Healthcare Marketing. CHAPTER SIX: Managing Innovation in Healthcare Institutions. CHAPTER SEVEN: Healthcare Stakeholders. CHAPTER EIGHT: Consumer Behavior in Healthcare Service Encounters. CHAPTER NINE: Positioning Healthcare Services in Competitive Markets. CHAPTER TEN: Balancing Healthcare Service Demand and Capacity. CHAPTER ELEVEN: Managing Relationships and Building Loyalty in Healthcare Industries. CHAPTER TWELVE: Marketing Tool Kit for Healthcare Managers. About the Authors.