Healthcare Marketing

Catalog description

This course examines how marketing principles are applied within the unique regulatory, ethical, and organizational context of healthcare. The course introduces students to the structure of marketing for healthcare systems including providers, payers, and pharmaceutical firms. Core topics covered include market analysis, consumer and patient behavior, segmentation and targeting, branding, pricing, and the development of value propositions for healthcare services and products. Emphasis is placed on understanding the patient as both a consumer and a recipient of care.