Essentials of Health Care Marketing, Fifth Edition

Essentials of Health Care Marketing, Fifth Edition provides students with a foundational knowledge of the principles of marketing and their particular application in health care. Offering an engaging and accessible approach, the Fifth Edition of this highly current text offers new or expanded content on social media and digital marketing, a thorough consideration of ethics, the impact of technology on marketing and health care, and additional multimedia to add relevance and further engage students. New to the Fifth Edition: – New chapter on Marketing in the Digital Age discusses new disruptive competitors in health care, digital influences along the stages of the patient journey, the Internet of Things (IoT) and its effect on marketing, and more. – Sixteen new cases highlight the impact of COVID-19, the marketing of the patient portal, the impact of mergers in health care on organizational culture, social media influences, and related current topics. – Links in every chapter connect students to valuable digital resources, including video and web links that illuminate chapter concepts and provide a basis for classroom discussion. – New & expanded discussion of technology throughout the text, including the use of artificial Intelligence (AI), big data, and virtual focus groups in market research; OTT distribution models such as Apple TX and Roku in advertising, and how technology impacts aging place for growing senior demographic. – Significantly enhanced discussion of transparency in government, consumer, and corporate responses around price, including a new section on value-based payment models. – New capstone chapter (16) on ethical considerations in marketing covers areas of topical interest and debate in health care marketing.