A New Marketing Playbook

Paton, Nancy E.
April 2010
Marketing Health Services;Spring2010, Vol. 30 Issue 2, p8
Academic Journal
In this article the author discusses the factors which influences the change in the trends of healthcare marketing. It explores a study by the Society for Healthcare Strategy & Market Development in 2009 which reports that healthcare marketers made strategic changes due to the faltering economy including the downsizing sponsorship of community events. It scutinizes the use of mass media advertising which influences awareness and recognition of a service or product.


Related Articles

  • Competency Counts. Gombeski Jr., William R.; Rudy, David; Springate, Suzanne; DePriest, Paul // Marketing Health Services;Spring2010, Vol. 30 Issue 2, p26 

    The article explores patient feedback on physician skill as an important business metric for healthcare organizations. It mentions that patient's satisfaction with their physicians is a major component of a patient's overall satisfaction in which the UK HealthCare, the clinical enterprise of the...

  • Tomorrow Has Arrived. Roberts, Andrew // Marketing Health Services;Spring2010, Vol. 30 Issue 2, p30 

    The article focuses on the healthcare marketing trend which involves the adaptation to the use of Internet social media in hospitals and health systems. It explores a research study completed by Greystone.net in October 2009, distributed to more than 100 hospital or health system marketers,...

  • Use of Critical Thinking/Questioning Approach to Evaluate WWW Information. Kittleson, Mark J. // American Journal of Health Behavior;Jan/Feb98, Vol. 22 Issue 1, p75 

    No abstract available.

  • Web Sites on Noise and Hearing Conservation. Ritzel, Dale O. // American Journal of Health Behavior;May/Jun99, Vol. 23 Issue 3, p233 

    No abstract available.

  • Social Marketing: A Tool for Health Education. McDermott, Robert J. // American Journal of Health Behavior;Jan/Feb2000, Vol. 24 Issue 1, p6 

    No abstract available.

  • Teaching public health practitioners about health communication: The MPH curriculum experience. Hoffman-Goetz, Laurie; Dwiggins, Sandra // Journal of Community Health;Apr98, Vol. 23 Issue 2, p127 

    Looks at the importance of mass media and communication in the promotion of health. Details on a survey conducted to decipher the role of the mass media and communication in health promotion; Methodology used to conduct survey; Details on findings; Discussion on results.

  • "News Breaks" Exposed. Branch Jr., Al // Pharmaceutical Executive;Jun2003, Vol. 23 Issue 6, p82 

    Reports that Florida-based video news producer WJMK Productions is scrambling following a 'New York Times' expose on how it may have duped media outlets, celebrity journalists and pharmaceutical clients. Accusation that WJMK charged pharmaceutical companies to sponsor video news releases;...

  • WEB WATCH: NEWS SITES.  // Campaign;8/2/2002, Issue 30, p15 

    Presents a chart depicting the ranking of web site advertisements of media companies in Great Britain as of August 2002.

  • War of words. Taylor, Catharine P. // MediaWeek;01/18/99, Vol. 9 Issue 3, Interactive Quarterly p46 

    Focuses on the ongoing semantic battle in the Internet advertising industry in the United States on how new media outfits define themselves. Implication of the battle; Influence of television commercials; Phrase given by the Cambridge, Massachusetts-based Forrester Research.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics