This book aims to comprehensively address several modern concepts and practices in health care marketing not sufficiently addressed by existing literature. This includes the integrated nature of health care marketing, operations management, IT and human resource management; increased use of digital technology and social media; emphasis on enhancing customer-patient experience when strategizing and implementing health care marketing; application of modern services marketing concepts to health care marketing mix, among others.
It also addresses recent changes in the U.S. health care industry. Some key issues covered are the increase in federal and state government involvement and oversight of health care delivery; increase in laws and regulations affecting health care management and marketing; growth of specialized health care markets such as Medicare, Medicaid and Affordable Care Act; globalization of health care and greater focus on legal and ethical health care marketing practices.
Modern Health Care Marketing is an essential read to understand the integrated nature of health care marketing in the technologically driven, customer/patient-focused and globalized environment. It is also a useful reference for professionals to pick up best practices on addressing challenges faced in the modern health care industry.
Readership: Researchers, graduate and undergraduate students, as well as professionals in health care management and marketing.
Editorial Reviews
About the Author
Gamini Gunawardane received his MBA and PhD from the Graduate School of Business (Now Booth) at University of Chicago. He has since then taught at University of Chicago, University of Sri Lanka, University of Zambia (as the Dean of the Business School) and California State Universities at Fullerton (CSUF) and Los Angeles (CSULA). He teaches regularly in the MS in Health Care Management program at CSULA and has extensive executive experience in health care management at medical group (IPA) and health plan levels. He was an Associate Vice President at Care1st Health Plan (a Blue Shield Affiliate) from 2000–2017 and was also a member of the Public Policy and Legal Affairs Committees of the California Association of Health Plans.
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