by Eric N. Berkowitz
Essentials of Health Care Marketing,
Fifth Edition provides students with a foundational knowledge of the
principles of marketing and their particular application in health care.
Offering an engaging and accessible approach, the Fifth Edition of this
highly current text offers new or expanded content on social media and
digital marketing, a thorough consideration of ethics, the impact of
technology on marketing and health care, and additional multimedia to
add relevance and further engage students. New to the Fifth Edition:-
New chapter on Marketing in the Digital Age discusses new disruptive
competitors in health care, digital influences along the stages of the
patient journey, the Internet of Things (IoT) and its effect on
marketing, and more.- Sixteen new cases highlight the impact of
COVID-19, the marketing of the patient portal, the impact of mergers in
health care on organizational culture, social media influences, and
related current topics. - Links in every chapter connect students to
valuable digital resources, including video and web links that
illuminate chapter concepts and provide a basis for classroom
discussion. - New & expanded discussion of technology throughout the
text, including the use of artificial Intelligence (AI), big data, and
virtual focus groups in market research; OTT distribution models such as
Apple TX and Roku in advertising, and how technology impacts aging
place for growing senior demographic.- Significantly enhanced discussion
of transparency in government, consumer, and corporate responses around
price, including a new section on value-based payment models. - New
capstone chapter (16) on ethical considerations in marketing covers
areas of topical interest and debate in health care marketing.
