This book guides healthcare executives through proven marketing strategies to grow their service lines. The Complete Guide to Service Line Marketing explores best practices for market research and competitive analysis, and for presenting an effective campaign to the public, including the promotion of vital service lines, oncology, cardiovascular, orthopedics, neurosciences, and women's health. The marketing methods presented throughout the book are designed to help readers: Gain a strategic edge by applying best practices to service line marketing; align service line initiatives with organizational strategic goals; maximize market research and competitive analysis to promote service line growth; adopt successful approaches from real-world campaigns, trends, and innovations; discover ways to promote vital service lines that are difficult to market.

Written specially for marketers just starting out in the healthcare industry, this comprehensive resource offers a variety of practical lessons that touch upon many of the key elements and unique challenges you'll face. [..] It is an essential primer for hospital marketing professionals [Ed.]

A complete guide for the thoroughly modern healthcare marketer. Written for the marketer in the field using everyday language and scenarios that will help all members of the marketing department do their jobs better, meet the challenges of accountability, and spend marketing dollars wisely, The Complete Guide to Hospital Marketing, Second Edition looks at the complex field of healthcare marketing in a straightforward but engaging way with information, tips, and strategies that facilities of all sizes, types, and budgets can use right away This unique guide also comes with a CD-ROM containing ready-to-use customizable forms, checklists, and other tools and examples that will help marketers promote quality, create a buzz, and face challenges within an organization, including internal marketing.

Make your online customers happy—and create new ones—with this winning guide Social media gives you an unparalleled vehicle for connecting and engaging with an unlimited number of customers. Yet this vehicle is different than other, more impersonal forms. With social media, reps become part of their customers' lives. They follow back. They handle complaints immediately. They wish customers "happy birthday." They grow their brands by involving themselves in communities. The Ultimate Online Customer Service Guide gives you the keys to authentic and engaged service to customers through social media. Using a blend of case studies, a primer on classic online customer service, and instructions on how to execute quality customer service, this book enables you to access the opportunities that social media presents as a means of serving customers. Authentically use social media to connect with customers to boost your bottom line Attract new customers through your online presence Achieve higher GMS (Gross Merchandise Sales) with quality customer service Social media gives you a new and growing realm to distinguish your business. Create a productive presence in this interactive space with The Ultimate Online Customer Service Guide.

The Complete Guide to Women''s Health Service Line Marketing Mary Anne L. Graf, BSN, MS Marketing your women''s service line involves more than just talking to women about your obstetrics services. Women are the family healthcare gatekeeper--attract them to your women''s service line and you will attract their family and friends to your other service lines as well. It doesn''t take a million-dollar budget to promote your service line; all it takes is a focused effort. This book will teach you how to use data to learn who your audience is and create gender-specific marketing techniques. Readers will benefit from: Multiple strategies and tactics to maximize marketing of the women''s service line and support organizational success in an uncertain future Innovative processes to reach more women, more often, with information that resonates deeply The latest data about gender-specific marketing techniques in order to reach audiences faster and with less expense, and pave the way for successful gender marketing with other service lines Guides to rational marketing spending, for budgets from near-zero to near-million Ways of focusing on goals to demonstrate a return on the investment of marketing time, energy, and dollars Filling a gap in application of overall marketing strategy and tactics at the women''s health service line level Testimonials: "Mag knows more about effective marketing strategies and tactics than any other service line executive I have worked with in the last two decades. Her knowledge about marketing is both wide and deep, including great gender-specific communication strategies. Mag consistently comes up with fresh ideas about gender-specific program development and marketing that make sense for any service line, from cardiac to psych and beyond." --James Sherwood, chief administrative officer, Bon Secours Hampton Roads Health System "I keep Mary Anne''s first book on my desk--pages dog-eared and post-it notes throughout; it''s a valued resource. It is because of Mary Anne''s inherent love and passion for teaching that she shares her latest wisdom, provides good advice, and offers her perspective and good humor. Keep this new book handy!" --Stephanie Fendrick, vice president, strategic partnerships and program development, Virtua Health System "Mag is the best at connecting the dots that I have ever seen. She''s also very good at demonstrating the value of marketing, and she does it objectively. Nothing speaks to CFOs like using their own data to prove a point." --Pete Gallagher, president, Manakin Associates, LLC Table of Contents: Chapter 1: The Myth of "A Woman''s Merit" Power Up Your Thinking With Psychographics Focus the Lens: How Life Experiences and Culture Influence Reception of Your Marketing Critical Key: Know Your Market Chapter 2: Women''s Marketing: Is It Really Different From Any Other Service? Disease/Event-Based Marketing? Or Population/Relationship-Based Marketing? The Internet: The Portico to Your Women''s Service Line What Is the Life Stage Approach? Chapter 3: Achieving the Magical Connection Can Anyone Market Women''s Services? Getting Inside the Mind of Your Consumers It Really Is Nature ... Honest How Gender Differences Play Out in Marketing Chapter 4: Your Women''s Services Marketing Team Your Marketing Team: The Good, the Bad, and the Missing Wait! What If I Really Don''t Have a Marketing Team? Finding Out What''s New in Women''s Service Line Marketing Women''s Services Marketing Franchises Your Marketing Team: Before the "Do," a Quick Summary of the "Be" Chapter 5: Laying the Foundation: Key Market Databases Market Research ... or MarketING Research? Foundational Market Databases Case Study: Choosing a Location for an OB/GYN Practice National Organizations: Database/Experiential Information Private Provider Patient Information Chapter 6: Laying the Foundation: Marketing Research Case Study: Two Female Populations, an Hour and a World Apart Remember the Key Question Overview: Marketing Research Methodologies Quantitative or Qualitative Marketing Research? How Involved Should You Be in Marketing Research? Always Involve Non-Users Spreading the Impact Maximizing Your Qualitative Research Conjoint Analysis Case Study: Use of Conjoint Analysis With Qualitative Marketing Research Case Study: Mascot Marketing Research With Kids Chapter 7: Within Your Grasp: Women''s Service Line Marketing Utopia Experiential Marketing Case Study: Texas Children''s Hospital Pavilion for Women/Gelb Experience Mapping Chapter 8: Women and Media: New, Old, and Bridging the Gap Start Thinking Now About Your Target Markets and Submarkets Media Selection Factors Case Study: The Prevea/Hospital Sisters Wonder Campaign Case Study: The CDC and Social Media Chapter 9: The Power of Public Relations Using PR Effectively Case Study: PR: Safe and Sound PR and ROI Chapter 10: Getting Focused: Your Women''s Service Line Marketing Plan Strategic Marketing Plan Outline Overwhelmed Yet? Selling Your Strategic Marketing Plan Chapter 11: Small Budget, High Impact, Planting a Flag Starting Small: Planting the Flag Guerilla Marketing Case Study: Speed Dating for Physicians Chapter 12: What About ... Marketing Children''s Services: Is There a Crossover With Women''s Marketing? Marketing Nice Services in Obstetrics and Overall Women''s Health Case Study: Market Segmentation for Population Mirroring Preparing for ACOs: Population Health Your Role in Clinical Business Development

The Complete Guide to Strategic Marketing for the Cardiovascular Service Line Charles W. Franc Understanding the essence of strategic marketing concepts, their application to the management of cardiovascular (CV) services, and their fundamental role in the day-to-day management of the CV service line is critical to developing a high-performance enterprise and to earning buy-in from key constituencies and a return on your marketing investment. This book presents key marketing concepts, practical tools, and straightforward ideas to augment a CV service line administrator's ever-expanding skill set, help overall service line performance, and create real value. Learn from cardiovascular service line leaders how to: Adapt six major success trends for your unique market environme Leverage marketing's role in strategic management for CV service line success Develop and employ marketing tools for service line success, including the marketing plan, marketing research, marketing audit, market position, brand management, and result monitoring Effectively use social media to position your CV service line for growth. Take a look at the table of contents Chapter 1: Fundamentals of Strategic Marketing The Definition of Marketing The Exchange Relationship The Marketing Mix The Marketing Audit Creating a Marketing Plan Chapter 2: Marketing's Role in Strategic Management Cardiovascular Marketing and the Service Line Structure Marketing Reflects Strategic Direction Working with Physicians Chapter 3: Healthcare Trends and Their Marketing Implications Six Keys for Success for Cardiovascular Services in the Coming Decade Marketing Implications of Keys for Success Chapter 4: The Strategic Marketing Audit Focus Areas for Cardiovascular Services Marketing Context Identifying Market Needs for Cardiovascular Services Chapter 5: Planning and Developing New Programs and Services How Are Cardiovascular Opportunities Identified? Feasibility Assessment Business Planning Market Research Steps Researching Payer and Employer Ne Chapter 6: Marketing Information and Research What Is Market Research? The Market Research Process Researching Market Size and Share Researching Patient Satisfaction Researching Payer and Employer Needs Researching Community Image/Brand Awareness Marketing Information Systems Chapter 7: Understanding and Using the Marketing Mix Product (or Service) Branding Strategy Chapter 8: Market Positioning, Differentiation, and Branding Differentiating Cardiovascular Services Branding Affiliation Strategy Chapter 9: Web Presence and the Role of Social Media Social Media Platforms Social Network Analysis Chapter 10: Developing a Practical Marketing Plan Case Study: Cardiac Surgery Marketing Plan Marketing Budget and Performance Chapter 11: Marketing Self-Assessment Ways to be Successful With Service Line Marketing Ways to Fail With Service Line Marketing