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A complete guide for the thoroughly modern healthcare marketer. Written for the marketer in the field using everyday language and scenarios that will help all members of the marketing department do their jobs better, meet the challenges of accountability, and spend marketing dollars wisely, The Complete Guide to Hospital Marketing, Second Edition looks at the complex field of healthcare marketing in a straightforward but engaging way with information, tips, and strategies that facilities of all sizes, types, and budgets can use right away This unique guide also comes with a CD-ROM containing ready-to-use customizable forms, checklists, and other tools and examples that will help marketers promote quality, create a buzz, and face challenges within an organization, including internal marketing.
Written specially for marketers just starting out in the healthcare industry, this comprehensive resource offers a variety of practical lessons that touch upon many of the key elements and unique challenges you'll face. [..] It is an essential primer for hospital marketing professionals [Ed.]
The Complete Guide to Strategic Marketing for the Cardiovascular Service Line Charles W. Franc Understanding the essence of strategic marketing concepts, their application to the management of cardiovascular (CV) services, and their fundamental role in the day-to-day management of the CV service line is critical to developing a high-performance enterprise and to earning buy-in from key constituencies and a return on your marketing investment. This book presents key marketing concepts, practical tools, and straightforward ideas to augment a CV service line administrator's ever-expanding skill set, help overall service line performance, and create real value. Learn from cardiovascular service line leaders how to: Adapt six major success trends for your unique market environme Leverage marketing's role in strategic management for CV service line success Develop and employ marketing tools for service line success, including the marketing plan, marketing research, marketing audit, market position, brand management, and result monitoring Effectively use social media to position your CV service line for growth. Take a look at the table of contents Chapter 1: Fundamentals of Strategic Marketing The Definition of Marketing The Exchange Relationship The Marketing Mix The Marketing Audit Creating a Marketing Plan Chapter 2: Marketing's Role in Strategic Management Cardiovascular Marketing and the Service Line Structure Marketing Reflects Strategic Direction Working with Physicians Chapter 3: Healthcare Trends and Their Marketing Implications Six Keys for Success for Cardiovascular Services in the Coming Decade Marketing Implications of Keys for Success Chapter 4: The Strategic Marketing Audit Focus Areas for Cardiovascular Services Marketing Context Identifying Market Needs for Cardiovascular Services Chapter 5: Planning and Developing New Programs and Services How Are Cardiovascular Opportunities Identified? Feasibility Assessment Business Planning Market Research Steps Researching Payer and Employer Ne Chapter 6: Marketing Information and Research What Is Market Research? The Market Research Process Researching Market Size and Share Researching Patient Satisfaction Researching Payer and Employer Needs Researching Community Image/Brand Awareness Marketing Information Systems Chapter 7: Understanding and Using the Marketing Mix Product (or Service) Branding Strategy Chapter 8: Market Positioning, Differentiation, and Branding Differentiating Cardiovascular Services Branding Affiliation Strategy Chapter 9: Web Presence and the Role of Social Media Social Media Platforms Social Network Analysis Chapter 10: Developing a Practical Marketing Plan Case Study: Cardiac Surgery Marketing Plan Marketing Budget and Performance Chapter 11: Marketing Self-Assessment Ways to be Successful With Service Line Marketing Ways to Fail With Service Line Marketing
If you've been worried about how health care reform will affect your specialty and your future prospects - worry no more. In this timely report from cardiovascular specialists John O. Goodman and Conrad Vernon, you will learn what's coming in the future of cardiovascular care delivery. You will learn a step-by-step plan that will enable your program to greet the change with confidence and optimism. Use these authors' years of experience in cardiovascular health care to create a successful future! With the demand for cardiovascular services increasing every day and with an aging population, NOW is the time to begin! Cardiovascular Transformation gives you all the tools you need to immediately develop your cardiovascular delivery system, define your mission, meet your long-term goals and objectives, and guide your program or practice toward progressive, constructive growth. High-Level Strategic Guidance and Practical Tools You Need To: *Prepare yourself for changes in cardiovascular delivery *Develop a creative, flexible, long-term strategic business plan *Initiate a formal planning process *Conduct a market assessment to design a cardiology program free of access barriers *Evaluate your delivery system *Conduct a feasibility study to decide on a plan that can be successfully implemented *Emerge on the winning end of the reimbursement process *Design an action plan for marketing cardiovascular services *Use long-term capital planning to avoid running short on facilities, equipment, and human resources *Meet the real needs of the marketplace? Succeed long after health care reform *Much, much more!
The Hospital Executive's Guide to Physician Staffing Hugo J. Finarelli, Jr., PhD How many physicians make a health system? The Hospital Executive's Guide to Physician Staffing helps hospital CEOs answer a question that healthcare analysts and policymakers have debated for nearly 30 years: How many physicians do you need? The Hospital Executive's Guide to Physician Staffing challenges accepted beliefs and practices about the science of physician staffing. Insightful and data-rich, this unique resource guides hospital executives in creating a staffing model for physician services by outlining proven strategies for determining community physician need and fulfilling those needs appropriately. This timely and informative book presents practical approaches for engaging different types of physicians--the hospital dependent, hospital independent, and full-time office-based--in various markets, including those facing a shortage and rural communities. Complete with benchmarking tables and other resources, The Hospital Executive's Guide to Physician Staffing includes sections on: Physician supply and demand--a macro view Assessing physician need Measuring physician contribution How many physicians make a health system Recruitment and retention strategies The executive's role in recruitment Planning for an uncertain future Build a quality organization, and the doctors will come Central to the underlying philosophy of the book is the notion that hospitals must "attract the best by being the best" and includes strategies executives can use in achieving that goal. Who will benefit from this book? Hospital CEO President CFO COO Medical staff director Director of physician relations Praise for this book "The Hospital Executive's Guide to Physician Staffing is a valuable resource for any hospital facing the difficult task of determining the right number and mix of physicians." --Jerry Senne, President, Holmes Regional Medical Center "...effective tool kit for any planning executive trying to meet their organization's goals or community's needs with successful physician strategies...It is a must read for those interested in exceptional accuracy in their forecasting, and those treading into physician supply and demand metrics where the ultimate recommendations will be a future P & L you need to defend." --Elizabeth Jaekle, Vice President, Business Development, Crozer-Keystone Health System "I recommend this book for all healthcare executives who are planning for the future." --Walter H. Ettinger, MD, MBA, President, UMass Memorial Medical Center and Associate Vice Provost Clinical and Population Research, University of Massachusetts Medical School
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Market-Driven Nursing provides the guidance for attaining and enhancing essential business skills. It offers nurse executives and managers the ability to compete successfully as entrepreneurs in today's market-driven environment. It also outlines a practical strategy for responding to and capitalizing on the shifting yet growing demand for caregiving, including-- Learning a practical framework for strategic planning-- Writing a business plan-- Obtaining capital and financial resources-- Implementing a process for performance management.
Nursing Leadership & Management, Fourth Edition provides a comprehensive look at the knowledge and skills required to lead and manage at every level of nursing, emphasizing the crucial role nurses play in patient safety and the delivery of quality health care. Presented in three units, readers are introduced to a conceptual framework that highlights nursing leadership and management responsibilities for patient-centered care delivery to the patient, to the community, to the agency, and to the self. This valuable new edition: Includes new and up-to-date information from national and state health care and nursing organizations, as well as new chapters on the historical context of nursing leadership and management and the organization of patient care in high reliability health care organizations Explores each of the six Quality and Safety in Nursing (QSEN) competencies: Patient-Centered Care, Teamwork and Collaboration, Evidence-based Practice (EBP), Quality Improvement (QI), Safety, and Informatics Provides review questions for all chapters to help students prepare for course exams and NCLEX state board exams Features contributions from experts in the field, with perspectives from bedside nurses, faculty, directors of nursing, nursing historians, physicians, lawyers, psychologists and more Nursing Leadership & Management, Fourth Edition provides a strong foundation for evidence-based, high-quality health care for undergraduate nursing students, working nurses, managers, educators, and clinical specialists.