Strategic Marketing in Healthcare Organizations

The health care environment is changing in a dramatic way. Increasing transparency, engaged patients, the impact of the WEB 2.0 world, and new forms of delivering care all impact organizational strategies. This program on the Strategic Marketing for Healthcare Organizations” will discuss these issues as they relate to organizational marketing strategies and the essential organizational responses in order to deliver value to the customer. 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 and the key considerations in developing an effective competitive strategy in today’s evolving health care environment.

Topics

• The understanding of the critical elements of the value equation
• The transparency challenge in health care marketing
• Relationship marketing to lock-up patients and referrals and the implications of a WEB 2.0 environment
• The implications of building groups through assimilation or acquisition and the marketing ramifications for building brand trust
• The new environment of promotional strategy
• 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
• Understand the components of the value equation
• Appreciate the challenges in the building of different physician practice organizations
• 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 administrators of programs will also find it useful.

Costs

Individual Participants: $420
Affiliate/Health Affiliate Partners: One class day per participant.

Available Discounts