Health Care Services Marketing

Catalog description

This course provides an introduction to health care services marketing and the role of essential tools and functions of marketing for creating, communicating and delivering value for patients, the community, the organization, and stakeholders. The course explores the history, perspectives, concepts, processes, and roles of marketing within the healthcare industry. The growing importance of social media for communicating the organization's brand, mission, values and vision is covered as is the emergence of value-based reimbursement, population health management, telehealth, community benefit, health equity, transparency, rise of consumerism, and data security. The course will focus on selected marketing themes including services versus product marketing, segmentation, pricing, target marketing, customer experience, branding, and more.