This hands-on guidebook offers a wealth of practical information that will help you create a successful marketing plan, whatever the size or degree of complexity of your healthcare organization. Learn how to perform a market audit, use market audit results to determine a market position and formulate market strategies, develop quantifiable marketing objectives, and create a marketing action plan. A combination of practical and strategic advice, this book features dozens of examples to illustrate the process step-by-step while the concise narrative helps marketers sort through the strategic factors that are unique to their organizations.
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Book Description
Editorial Reviews
About the Author
David Marlowe is a principal with Strategic Marketing Concepts, a healthcare and service industry marketing consulting firm based in Ellicott City, Maryland. In this capacity, Mr. Marlowe directs engagements involving the development of strategic marketing plans, market research, managed care marketing, program development and target audience advertising.
Prior to founding Strategic Marketing Concepts, Mr. Marlowe served as vice president of strategic consulting for First Strategic Group (Whittier, CA), vice president of strategic services for Market Strategies, Inc. (Richmond, VA), vice president of planning and marketing for St. Agnes Hospital (Baltimore, MD), and director of marketing for Harbor Health System (Baltimore, MD). In these positions, Mr. Marlowe has developed over 150 marketing plans for entities ranging from single specialty medical groups to regional managed care plans.
Mr. Marlowe has over 20 years of healthcare marketing and planning experience as a consultant and a provider-based executive. In addition, he has held adjunct faculty positions at Avila College (Kansas City) and the University of Baltimore. Mr. Marlowe is a frequent author and lecturer for national and local professional organizations such as the Alliance for Healthcare Strategy and Marketing, the American College of Healthcare Executives, the Federated Ambulatory Surgery Association, the Medical Group Management Association and the Society for Healthcare Strategy and Market Development. He is the co-author and editor of the book Building a Foundation for Effective Health Care Market Research and is on the editorial review boards of Marketing Health Services and Trendwatch.
Mr. Marlowe holds a bachelors degree in accounting from Syracuse University and a master of management degree in marketing from the J.L. Kellogg Graduate School of Management at Northwestern University.
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Most Helpful Customer Reviews
8 of 11 people found the following review helpful:
5.0 out of 5 stars
Healthcare Marketing Plans That Work,
By Colleen Dowd (Nashville, TN) - See all my reviews
This review is from: Healthcare Marketing Plans That Work (Paperback)
Mr. Marlowe's strategic framework, supplemented with specific case studies, provided an excellent road map in developing a marketing plan for our new company. The book was extremely helpful and served as a key component of our marketing and planning activities.
0 of 1 people found the following review helpful:
1.0 out of 5 stars
Healthcare Marketing Plans,
Amazon Verified Purchase(What's this?)
This review is from: Healthcare Marketing Plans That Work (Paperback)
Did not receive the book -- arrived damaged at the post office. Account credited. No attempt to re-send.
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