Health Care Market Strategy: From Planning to Action, 5th Edition, (PDF) has been a standard reference for nearly twenty years. It fills the gap between implementing marketing strategies and theory. The authors provide a step-by-step guide on how to develop and execute successful marketing strategies using appropriate tactics. They have their unique model called the strategy/action match, which helps you determine the exact tactics to use in different settings.
The latest 5th edition of the ebook includes the latest practical applications for strategy development, marketing planning process, challenges of a competitive marketplace, vision, and other significant aspects of healthcare marketing. Whether you are a student of marketing strategy or a working executive, the ebook teaches you the importance of an overall strategy before creating a marketing plan.
The 5th Edition comes with significant revisions, and some of the new features include recent examples that reflect current business models, such as online retailers and online health information websites, e.g., WebMD. There is also a new discussion on Integrated Marketing Communications, including new and enhanced discussions of digital media and how its effectiveness is measured. The chapter on the competitive marketplace is thoroughly updated, with new discussions on the domestic medical tourism trend and expanded discussion of transparency.
In addition, there is more discussion on federal policy, Medicare and Medicaid, the ramifications of an aging population, strained healthcare systems, higher costs, and an unpredictable congress. The authors have also updated references to examples of market champions, disruptive organizations, and innovative leaders, as well as new discussions of the social and business conflicts between ‘good market share’ and ‘bad market share’ and potential future disruptive technologies.
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