Renowned expert Dr. Eric Berkowitz will share how the nature of marketing and the “marketing mix” decision elements common to consumer product companies apply to the healthcare industry, with practical approaches focused on customer value. Participants will learn the “how-to’s” of a market-based planning approach for determining the organization’s competitive differential advantage in consumer and provider markets.
Topics
- Strategies and tactics for consumer and provider markets
- Marketing to the buyer's perspective
- Segmenting the market
- Relationship marketing to lock-up patients and referrals
- The role of branding
- Focusing on consumer value
- Transferring the Four P's to healthcare
Learning Outcomes
As a result of attending this class, participants will learn to:
- Describe the perspective of market-base planning
- Differentiate between provider and market definition of healthcare service
- Recognize customer value requirements in healthcare
- Apply the Four P's of marketing strategy to healthcare
Who Should Attend
This program is designed for mid- and upper-level managers involved in the development of marketing strategies. Clinical directors of service, directors of outreach programs and administrative directors of programs also will find it useful.
Level of Prior Knowledge in this Subject Area: none
November 18, 2008, 9:00 a.m - 4:30 p.m. 