News

Posted 11.14.06

December 8, 2006

8:15 a.m. - 3:45 p.m.

The purpose of this seminar is to discuss effective marketing strategies for healthcare organizations. The nature of marketing and the “marketing mix” decision elements common to product companies are presented as they apply to the healthcare industry. The nature of a market-based planning approach for determining the organization’s competitive differential advantage is presented.

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 customer value

  • Transferring the Four P's to healthcare

Learning Outcomes
As a result of attending this program, participants will:

  • Describe the perspective of market-based 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 seminar 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 Knowlege in This Subject Area:
  None

Staff: Eric Berkowitz, PhD, University of Massachusetts at Amherst

For more information or to register:
Call: 216.368.6413
Email: hsmc@case.edu

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