Changes in healthcare delivery require a paradigm shift in healthcare marketing. Evolving from a field purely associated with advertising and promotion to one that counts research, education, and strategy formulation as major responsibilities, marketing demonstrates its vital importance to modern healthcare.

Marketing Health Services explains the foundational concepts of marketing and their application to healthcare. New and updated content reflects changes in the field, such as the emergence of population health management, a new emphasis on quality versus quantity, and a focus on preventive care versus sick care. The author, an accomplished healthcare marketer, provides numerous examples and case studies to demonstrate marketing’s role in the shifting healthcare landscape. Changes to the fourth edition include:

• A new chapter that explores the changing healthcare environment
• A new chapter on developing effective communication plans
• New content on international healthcare consumers
• Updates on contemporary marketing techniques, including social media and affinity marketing

In today’s healthcare environment, everyone must be a marketer. This book offers current and aspiring healthcare administrators the tools they need to undertake marketing initiatives and provides extensive beginning-to-end guidance for those tasked with marketing campaign development, implementation, and evaluation.