Health Care Marketing

Catalog description

Marketing is a set of processes, relationships and co-creations meant to create, communicate and deliver value to the customer. Takes a customer-centric approach to health care marketing. Examines the changing roles in health care, organizations' approaches to patient-centricity, patient empowerment, responsibilities and experience. In addition, considers patient metrics such as patient engagement, customer effort, net promotion and patient satisfaction measures used by the U.S. government's Centers for Medicare and Medicaid Services. Considers marketing from the patient/provider, organizational and network/system points of view, organizational buying and selling processes, and the development and navigation of health care networks/systems from a marketing organization, service provider's and customer experience perspectives.