How should marketing be carried out by publicly-funded health services? How must conventional marketing techniques be altered for this purpose? What lessons can be drawn from practical attempts to market healthcare to date? This comprehensive book covers all main aspects of marketing and describes how conventional marketing methods can be adapted for use in healthcare and publicly-funded systems responsible for health promotion and health service planning. Written for busy health service managers and clinical professionals, the book shows how successful marketing can be put into practice. The material is organized according to the different type of marketing task found in health systems: healthcare purchasing, health promotion, public hospital provision, primary care and consumer research. "Responsive Healthcare" focuses mainly on the British health system and its recent reforms, but the general themes and lessons to be learned are applicable to most health systems and the book will be of interest to health service managers and clinicians worldwide.
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About the Author
Rod Sheaff is a Senior Researcher at the National Primary Care Research and Development Centre, University of Manchester. Besides being the author of Marketing for the NHS (1990) and various other books and papers on health policy and health service management, he has extensive working experience in the National Health Service and a number of foreign health systems.
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Inside This Book
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First Sentence:
Illustrating from the British National Health Service, this chapter indicates the type of problems in service design and public image which have led people to consider applying marketing methods in public services. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
bedpan doctrine, marketing grids, tobacco adverts, healthcare purchasers, market entry problem, funded health systems, business grids, secondary care providers, healthcare purchasing, care pathway, health promoters, commercial marketers, healthcare marketing, marketing audit, marketing cycle, strategy grid, secondary providers, marketing model, quality management strategies, tobacco firms, relative bads, exception management, rational demands, healthcare quality, situation analysis Key Phrases - Capitalized Phrases (CAPs): (learn more)
Department of Health, National Patient Survey, National Service Frameworks, Philip Morris, Cochrane Centre, National Health Service, Open University Press, Tobacco Advisory Council, Churchill Livingstone, General Electric, Health Improvement Programmes, Muir Gray New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Illustrating from the British National Health Service, this chapter indicates the type of problems in service design and public image which have led people to consider applying marketing methods in public services. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
bedpan doctrine, marketing grids, tobacco adverts, healthcare purchasers, market entry problem, funded health systems, business grids, secondary care providers, healthcare purchasing, care pathway, health promoters, commercial marketers, healthcare marketing, marketing audit, marketing cycle, strategy grid, secondary providers, marketing model, quality management strategies, tobacco firms, relative bads, exception management, rational demands, healthcare quality, situation analysis Key Phrases - Capitalized Phrases (CAPs): (learn more)
Department of Health, National Patient Survey, National Service Frameworks, Philip Morris, Cochrane Centre, National Health Service, Open University Press, Tobacco Advisory Council, Churchill Livingstone, General Electric, Health Improvement Programmes, Muir Gray New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Citations (learn more)
This book cites 56
books:
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3
books
cite this book:
- Women And Health Services by Doyal on 4 pages
- Service Management (Harvard Business Review Paperback Series) by Harvard Business Review on page 170, Back Matter (1), and Back Matter (2)
- The Smoke Ring by Peter Taylor on page 107, and Back Matter
- Teach Yourself Public Relations Pb by Harvey Smith in Back Matter (1), and Back Matter (2)
- Marketing Management (12th Edition) by Philip Kotler on page 21, and Back Matter
See all 56 books this book cites
- MANAGING MENTAL HEALTH SERVICES (Health Services Management) by REYNOLDS in Front Matter
- The New Primary Care by Bernard Dowling on page 121
- Really Managing Health Care (Health Services Management) by Valerie Iles in Front Matter
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