Healthcare Marketing: Strategies for Creating Value in the Patient Experience provides students with the tools to effectively combine healthcare expertise with key marketing principles to positively affect patient satisfaction. The book features insights from practicing healthcare professionals, focused readings, and background on marketing insights deeply connected to the world of healthcare to help students adapt and thrive in a dynamic and ever-changing industry. The opening chapter of the text identifies the seven areas healthcare providers should examine to determine whether their products and services are providing value to patients. Later chapters address the healthcare paradigm shift, strategic healthcare marketing, how caregivers create value, patient-centricity, and ethics in healthcare marketing. Healthcare Marketing prepares students to enter a professional healthcare environment with the marketing and management expertise needed to support a positive patient experience. The book is an excellent resource for courses that focus on marketing for healthcare programs and services. Practicing healthcare professionals will also find the information valuable and timely.
