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HAP/AUPHA Editorial Board for Graduate Studies
The statements and opinions contained in this book are strictly those of the author and do not
represent the official positions of the American College of Healthcare Executives, the Foundation
of the American College of Healthcare Executives, or the Association of University Programs in
Health Administration.
Copyright © 2020 by the Foundation of the American College of Healthcare Executives. Printed
in the United States of America. All rights reserved. This book or parts thereof may not be
reproduced in any form without written permission of the publisher.
24 23 22 21 20 5 4 3 2 1
Names: Thomas, Richard K., 1944– author. | Association of University Programs in Health
Administration, issuing body.
Title: Marketing health services / Richard K. Thomas.
Description: Fourth edition. | Chicago, Illinois : Health Administration Press ; Washington, DC
: Association of University Programs in Health Administration, [2020] | Includes
bibliographical references and index. | Summary: “This book explains the traditional and
contemporary approaches that healthcare marketers rely on and that enable healthcare
organizations to rise above current trends and turmoil to position themselves for the future
healthcare environment”— Provided by publisher.
Identifiers: LCCN 2019044256 (print) | LCCN 2019044257 (ebook) | ISBN 9781640551558
(hardcover ; alk. paper) | ISBN 9781640551565 (ebook) | ISBN 9781640551596 (epub) |
ISBN 9781640551589 (mobi) | ISBN 9781640551572 (xml)
Subjects: MESH: Marketing of Health Services | Health Services Administration—economics |
United States
Classification: LCC RA410.56 (print) | LCC RA410.56 (ebook) | NLM W 74 AA1 | DDC
362.1068/8—dc23
LC record available at https://lccn.loc.gov/2019044256
LC ebook record available at https://lccn.loc.gov/2019044257
The paper used in this publication meets the minimum requirements of American National
Standard for Information Sciences—Permanence of Paper for Printed Library Materials, ANSI
Z39.48-1984. ∞ ™
Acquisitions editor: Jennette McClain; Manuscript editor: Deborah Ring; Project manager:
Andrew Baumann; Cover designer: James Slate; Layout: PerfecType
For photocopying and copyright information, please contact Copyright Clearance Center at
www.copyright.com or at (978) 750-8400.
v
Chapter 15. Marketing Research........................................................473
Glossary..................................................................................................561
References...............................................................................................577
Index......................................................................................................587
About the Author....................................................................................617
DETAILED CONTENTS
vii
viii Det a iled C o n te n ts
Discussion Questions.....................................................166
Additional Resources......................................................167
Social Marketing............................................................372
Case Study 11.2: The Texas WIC Program....................378
Integrated Marketing.....................................................380
Case Study 11.3: Integrated Marketing Strategy.............381
Summary.......................................................................383
Key Points......................................................................384
Discussion Questions.....................................................385
Additional Resources......................................................386
Summary.......................................................................443
Key Points......................................................................444
Discussion Questions.....................................................445
Additional Resources......................................................445
Glossary..................................................................................................561
References...............................................................................................577
Index......................................................................................................587
About the Author....................................................................................617
PREFACE TO THE FOURTH EDITION
S
ince the publication of the third edition of Marketing Health Services
five years ago, the world of healthcare has changed significantly—and
with it, the practice of healthcare marketing. At that time, healthcare
had just entered the era of the Affordable Care Act (ACA), the most signifi-
cant healthcare reform in decades. Since then, the healthcare arena has seen
the emergence of value-based reimbursement, with all that implies. Simulta-
neously, population health management has come to the fore, with its
emphasis on community health rather than individual patient care. All of
these developments have served to turn the healthcare system on its head.
At the same time, the role of marketing has changed in response, dem-
onstrating once again its indispensability during the uncertain times between
the implementation of new rules and processes and the rush to adopt compli-
ant strategies and adjust existing practices. In each case, the paradigm shifts
in healthcare marketing have offered an opportunity to adapt to a changing
environment.
This book, like the first three editions, enumerates the forces that are
changing the healthcare environment and challenging the healthcare estab-
lishment. It chronicles the evolution of healthcare marketing—from a field
purely associated with advertising and promotion to one that counts research,
education, and strategy formulation as major responsibilities.
Since the 1970s when marketing was first introduced into healthcare,
the field has gone through a series of highs and lows. The acceptance of
marketing as a legitimate activity by healthcare organizations in the 1980s
represented a milestone. At that time, healthcare organizations began to
establish marketing departments, set marketing budgets, create new positions
dedicated to marketing functions, and adopt marketing concepts and meth-
ods from other industries while realizing that the marketing of healthcare was
much different from the marketing of other goods and services.
Through the 1990s and 2000s, healthcare marketing continued to
prove itself a legitimate organizational function. More full-service marketing
departments were being established in-house, and a cadre of professional
marketers was elevated to the board room as partners in administration.
xv
xvi Prefa c e t o th e Fo u r th E d i ti o n
Instructor Resources
4. Florence
1. Little Nell.
Dombey.
2. Oliver and the Jew
5. Smike.
Fagin.
3. Little Paul. 6. The Child Wife.
This is a series of volumes which has been undertaken with a view to
supply the want of a class of books for children, of a vigorous, manly
tone, combined with a plain and concise mode of narration. The
writings of Charles Dickens have been selected as the basis of the
scheme, on account of the well-known excellence of his portrayal of
children, and the interests connected with children—qualities which
have given his volumes their strongest hold on the hearts of parents.
With this view the career of Little Nell and her Grandfather,
Oliver, Little Paul, Florence Dombey, Smike, and the Child-
Wife, have been detached from the large mass of matter with which
they were originally connected, and presented, in the author’s own
language, to a new class of readers, to whom the little volume will, we
doubt not, be as attractive as the larger originals have so long proved
to the general public.
MISCELLANEOUS.
The Works of the Honorable William H.
Seward, with a Memoir, Portrait and other Engravings on steel.
3 vols., 8vo. Price per volume, cloth, $2 50; half calf, $3 75; full calf,
extra, $4 50.
The Study of Words. By R. C. Trench, B. D.,
Professor of Divinity in King’s College, London. 1 vol., 12mo.
Price 75 cents.
LORENZO BENONI,
OR
FIFTY YEARS
IN BOTH HEMISPHERES;
OR, REMINISCENCES OF A MERCHANT’S LIFE.
By Vincent Nolte. 12mo. Price $1.25. [Eighth Edition]
The following, being a few of the more prominent names introduced in
the work, will show the nature and extent of personal and anecdotal
interest exhibited in its pages:—
Aaron Burr; General Jackson; John Jacob Astor; Stephen Girard; La
Fayette; Audubon; the Barings; Robert Fulton; David Parish; Samuel
Swartwout; Lord Aberdeen; Peter K. Wagner; Napoleon; Paul
Delaroche; Sir Francis Chantry; Queen Victoria; Horace Vernet; Major
General Scott; Mr. Saul; Lafitte; John Quincy Adams; Edward
Livingston; John R. Grymes; Auguste Davezac; General Moreau;
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Claiborne; Marshal Soult; Chateaubriand; Le Roy de Chaumont; Duke
of Wellington; William M. Price; P. C. Labouchere; Ingres; Charles VI.,
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Lord Eldon; Emperor Alexander, etc. etc.
“He seldom looks at the bright side of a character, and dearly loves—
he confesses it—a bit of scandal. But he paints well, describes well,
seizes characteristics which make clear to the reader the nature of the
man whom they illustrate.”
The memoirs of a man of a singularly adventurous and speculative turn, who
entered upon the occupations of manhood early, and retained its energies
late; has been an eye-witness of not a few of the important events that
occurred in Europe and America between the years 1796 and 1850, and
himself a sharer in more than one of them; who has been associated, or an
agent in some of the largest commercial and financial operations that British
and Dutch capital and enterprise ever ventured upon, and has been brought
into contact and acquaintance—not unfrequently into intimacy—with a number
of the remarkable men of his time. Seldom, either in print or in the flesh, have
we fallen in with so restless, versatile and excursive a genius as Vincent
Nolte, Esq., of Europe and America—no more limited address will sufficiently
express his cosmopolitan domicile.—Blackwood’s Magazine.
As a reflection of real life, a book stamped with a strong personal character,
and filled with unique details of a large experience of private and public
interest, we unhesitatingly call attention to it as one of the most note-worthy
productions of the day.—New York Churchman.
Our old merchants and politicians will find it very amusing, and it will excite
vivid reminiscences of men and things forty years ago. We might criticise the
hap-hazard and dare-devil spirit of the author, but the raciness of his
anecdotes is the result of these very defects.—Boston Transcript.
His autobiography presents a spicy variety of incident and adventure, and a
great deal of really useful and interesting information, all the more acceptable
for the profusion of anecdote and piquant scandal with which it is
interspersed.—N. Y. Jour. of Commerce.
Not the least interesting portion of the work, to us here, is the narration of
Nolte’s intercourse with our great men, and his piquant and occasionally ill-
natured notice of their faults and foibles.—N. Y. Herald.
It is a vivid chronicle of varied and remarkable experiences, and will serve to
rectify the errors which too often pass among men as veritable history.—
Evening Post.
The anecdotes, declamations, sentiments, descriptions, and whole tone of the
book, are vivacious and genuine, and, making allowance for obvious
prejudices, graphic and reliable. To the old it will be wonderfully suggestive, to
the young curiously informing, and to both rich in entertainment.—Boston
Atlas.
As an amusing narrative, it would be difficult to find its superior; but the book
has peculiar interest from the freedom with which the author shows up our
American notorieties of the past forty years.—Courier.
Transcriber’s Notes:
New original cover art included with this eBook is granted to the public
domain.
Variations in spelling and hyphenation are retained.
Perceived typographical errors have been changed.
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