Health Care Marketing and Strategy

  1. The Health Care Marketing Mix
    1. Product Strategy
      1. Defining the Service Line Portfolio
        1. Core Services
          1. Primary Care Services
            1. Emergency Services
              1. Inpatient Care
              2. Ancillary Services
                1. Diagnostic Services
                  1. Therapeutic Services
                    1. Support Services
                    2. Specialty Services
                      1. Medical Specialties
                        1. Surgical Specialties
                          1. Subspecialty Care
                        2. Developing New Clinical Programs
                          1. Needs Assessment
                            1. Community Health Needs
                              1. Market Gap Analysis
                                1. Physician Input
                                2. Program Design and Launch
                                  1. Service Development
                                    1. Resource Planning
                                      1. Implementation Strategy
                                      2. Program Evaluation
                                        1. Outcome Measurement
                                          1. Quality Assessment
                                            1. Financial Performance
                                          2. Service Integration and Bundling
                                            1. Integrated Care Packages
                                              1. Episode-Based Care
                                                1. Chronic Disease Management
                                                  1. Preventive Care Bundles
                                                  2. Care Coordination
                                                    1. Multidisciplinary Teams
                                                      1. Care Pathways
                                                        1. Transition Management
                                                      2. Product Life Cycle in Health Care
                                                        1. Introduction Stage
                                                          1. Service Launch
                                                            1. Market Education
                                                              1. Early Adoption
                                                              2. Growth Stage
                                                                1. Volume Expansion
                                                                  1. Market Penetration
                                                                    1. Capacity Building
                                                                    2. Maturity Stage
                                                                      1. Market Saturation
                                                                        1. Competitive Pressure
                                                                          1. Efficiency Focus
                                                                          2. Decline Stage
                                                                            1. Service Discontinuation
                                                                              1. Resource Reallocation
                                                                                1. Replacement Planning
                                                                            2. Price Strategy
                                                                              1. Pricing and Reimbursement Models
                                                                                1. Fee-for-Service
                                                                                  1. Procedure-Based Pricing
                                                                                    1. Volume-Driven Revenue
                                                                                      1. Traditional Payment Model
                                                                                      2. Capitation
                                                                                        1. Per-Member Per-Month Payments
                                                                                          1. Risk-Based Contracting
                                                                                            1. Population Health Management
                                                                                            2. Bundled Payments
                                                                                              1. Episode-Based Payments
                                                                                                1. Shared Risk Models
                                                                                                  1. Quality Incentives
                                                                                                  2. Value-Based Payment Models
                                                                                                    1. Pay-for-Performance
                                                                                                      1. Shared Savings Programs
                                                                                                        1. Outcome-Based Payments
                                                                                                      2. Value-Based Pricing
                                                                                                        1. Outcome-Based Pricing
                                                                                                          1. Clinical Outcome Measures
                                                                                                            1. Patient Satisfaction Integration
                                                                                                              1. Quality Metrics
                                                                                                              2. Patient Perceived Value
                                                                                                                1. Benefit Assessment
                                                                                                                  1. Cost-Benefit Analysis
                                                                                                                    1. Value Communication
                                                                                                                  2. Price Transparency
                                                                                                                    1. Public Disclosure Requirements
                                                                                                                      1. Chargemaster Publication
                                                                                                                        1. Procedure Price Lists
                                                                                                                          1. Insurance Negotiated Rates
                                                                                                                          2. Price Comparison Tools
                                                                                                                            1. Online Price Estimators
                                                                                                                              1. Cost Calculators
                                                                                                                                1. Transparency Platforms
                                                                                                                              2. Patient Financial Responsibility
                                                                                                                                1. Copayments and Deductibles
                                                                                                                                  1. Insurance Plan Structures
                                                                                                                                    1. Patient Cost Sharing
                                                                                                                                      1. Financial Impact Assessment
                                                                                                                                      2. Coinsurance
                                                                                                                                        1. Percentage-Based Payments
                                                                                                                                          1. Out-of-Pocket Maximums
                                                                                                                                            1. Coverage Limitations
                                                                                                                                          2. Financial Assistance Programs
                                                                                                                                            1. Charity Care Programs
                                                                                                                                              1. Eligibility Criteria
                                                                                                                                                1. Application Processes
                                                                                                                                                  1. Coverage Scope
                                                                                                                                                  2. Sliding Scale Fees
                                                                                                                                                    1. Income-Based Pricing
                                                                                                                                                      1. Affordability Programs
                                                                                                                                                        1. Payment Plans
                                                                                                                                                    2. Place Strategy
                                                                                                                                                      1. Facility Location and Network Design
                                                                                                                                                        1. Site Selection Criteria
                                                                                                                                                          1. Demographics Analysis
                                                                                                                                                            1. Accessibility Assessment
                                                                                                                                                              1. Competition Evaluation
                                                                                                                                                              2. Network Expansion Strategies
                                                                                                                                                                1. Market Penetration
                                                                                                                                                                  1. Geographic Coverage
                                                                                                                                                                    1. Service Line Extension
                                                                                                                                                                    2. Facility Planning
                                                                                                                                                                      1. Capacity Requirements
                                                                                                                                                                        1. Design Considerations
                                                                                                                                                                          1. Technology Integration
                                                                                                                                                                        2. Points of Access
                                                                                                                                                                          1. Hospitals
                                                                                                                                                                            1. Inpatient Services
                                                                                                                                                                              1. Emergency Departments
                                                                                                                                                                                1. Outpatient Departments
                                                                                                                                                                                2. Outpatient Clinics
                                                                                                                                                                                  1. Primary Care Clinics
                                                                                                                                                                                    1. Specialty Clinics
                                                                                                                                                                                      1. Ambulatory Surgery Centers
                                                                                                                                                                                      2. Urgent Care Centers
                                                                                                                                                                                        1. Immediate Care Services
                                                                                                                                                                                          1. Extended Hours
                                                                                                                                                                                            1. Walk-In Availability
                                                                                                                                                                                            2. Retail Clinics
                                                                                                                                                                                              1. Convenient Care
                                                                                                                                                                                                1. Basic Health Services
                                                                                                                                                                                                  1. Pharmacy Integration
                                                                                                                                                                                                2. Telehealth and Virtual Care Platforms
                                                                                                                                                                                                  1. Synchronous Telemedicine
                                                                                                                                                                                                    1. Real-Time Video Consultations
                                                                                                                                                                                                      1. Remote Examinations
                                                                                                                                                                                                        1. Interactive Consultations
                                                                                                                                                                                                        2. Asynchronous Telehealth
                                                                                                                                                                                                          1. Store-and-Forward Technology
                                                                                                                                                                                                            1. Remote Monitoring
                                                                                                                                                                                                              1. Electronic Consultations
                                                                                                                                                                                                              2. Remote Patient Monitoring
                                                                                                                                                                                                                1. Chronic Disease Management
                                                                                                                                                                                                                  1. Post-Acute Care
                                                                                                                                                                                                                    1. Preventive Monitoring
                                                                                                                                                                                                                  2. Home Health Care Delivery
                                                                                                                                                                                                                    1. Home Visits
                                                                                                                                                                                                                      1. Physician House Calls
                                                                                                                                                                                                                        1. Nursing Services
                                                                                                                                                                                                                          1. Therapy Services
                                                                                                                                                                                                                          2. Remote Care Coordination
                                                                                                                                                                                                                            1. Care Management
                                                                                                                                                                                                                              1. Medication Management
                                                                                                                                                                                                                                1. Health Coaching
                                                                                                                                                                                                                            2. Promotion Strategy
                                                                                                                                                                                                                              1. Integrated Marketing Communications
                                                                                                                                                                                                                                1. Message Coordination
                                                                                                                                                                                                                                  1. Consistent Messaging
                                                                                                                                                                                                                                    1. Brand Alignment
                                                                                                                                                                                                                                      1. Channel Integration
                                                                                                                                                                                                                                      2. Campaign Development
                                                                                                                                                                                                                                        1. Creative Strategy
                                                                                                                                                                                                                                          1. Media Planning
                                                                                                                                                                                                                                            1. Timeline Coordination
                                                                                                                                                                                                                                          2. Value Proposition Development
                                                                                                                                                                                                                                            1. Unique Selling Points
                                                                                                                                                                                                                                              1. Competitive Advantages
                                                                                                                                                                                                                                                1. Service Differentiators
                                                                                                                                                                                                                                                  1. Quality Indicators
                                                                                                                                                                                                                                                  2. Patient-Centered Messaging
                                                                                                                                                                                                                                                    1. Benefit Communication
                                                                                                                                                                                                                                                      1. Outcome Focus
                                                                                                                                                                                                                                                        1. Experience Emphasis
                                                                                                                                                                                                                                                      2. Content Strategy
                                                                                                                                                                                                                                                        1. Message Development
                                                                                                                                                                                                                                                          1. Target Audience Messaging
                                                                                                                                                                                                                                                            1. Channel-Specific Content
                                                                                                                                                                                                                                                              1. Call-to-Action Integration
                                                                                                                                                                                                                                                              2. Content Calendar Planning
                                                                                                                                                                                                                                                                1. Editorial Calendar
                                                                                                                                                                                                                                                                  1. Seasonal Campaigns
                                                                                                                                                                                                                                                                    1. Event-Based Content
                                                                                                                                                                                                                                                                    2. Audience Customization
                                                                                                                                                                                                                                                                      1. Segment-Specific Messaging
                                                                                                                                                                                                                                                                        1. Personalized Communication
                                                                                                                                                                                                                                                                          1. Targeted Campaigns
                                                                                                                                                                                                                                                                      2. People Strategy
                                                                                                                                                                                                                                                                        1. Clinical and Non-Clinical Staff Roles
                                                                                                                                                                                                                                                                          1. Frontline Staff Interactions
                                                                                                                                                                                                                                                                            1. Patient Registration
                                                                                                                                                                                                                                                                              1. Clinical Care Delivery
                                                                                                                                                                                                                                                                                1. Customer Service
                                                                                                                                                                                                                                                                                2. Support Staff Contributions
                                                                                                                                                                                                                                                                                  1. Administrative Support
                                                                                                                                                                                                                                                                                    1. Technical Services
                                                                                                                                                                                                                                                                                      1. Facility Management
                                                                                                                                                                                                                                                                                    2. Patient Experience and Customer Service
                                                                                                                                                                                                                                                                                      1. Service Excellence Programs
                                                                                                                                                                                                                                                                                        1. Service Standards
                                                                                                                                                                                                                                                                                          1. Performance Metrics
                                                                                                                                                                                                                                                                                            1. Continuous Improvement
                                                                                                                                                                                                                                                                                            2. Patient Feedback Mechanisms
                                                                                                                                                                                                                                                                                              1. Satisfaction Surveys
                                                                                                                                                                                                                                                                                                1. Complaint Systems
                                                                                                                                                                                                                                                                                                  1. Suggestion Programs
                                                                                                                                                                                                                                                                                                2. Staff Training and Development
                                                                                                                                                                                                                                                                                                  1. Customer Service Training
                                                                                                                                                                                                                                                                                                    1. Communication Skills
                                                                                                                                                                                                                                                                                                      1. Problem Resolution
                                                                                                                                                                                                                                                                                                        1. Service Recovery
                                                                                                                                                                                                                                                                                                        2. Cultural Competency Training
                                                                                                                                                                                                                                                                                                          1. Diversity Awareness
                                                                                                                                                                                                                                                                                                            1. Language Services
                                                                                                                                                                                                                                                                                                              1. Cultural Sensitivity
                                                                                                                                                                                                                                                                                                            2. Internal Marketing and Employee Engagement
                                                                                                                                                                                                                                                                                                              1. Staff Recognition Programs
                                                                                                                                                                                                                                                                                                                1. Performance Recognition
                                                                                                                                                                                                                                                                                                                  1. Achievement Awards
                                                                                                                                                                                                                                                                                                                    1. Team Building
                                                                                                                                                                                                                                                                                                                    2. Internal Communication
                                                                                                                                                                                                                                                                                                                      1. Staff Newsletters
                                                                                                                                                                                                                                                                                                                        1. Team Meetings
                                                                                                                                                                                                                                                                                                                          1. Organizational Updates
                                                                                                                                                                                                                                                                                                                      2. Process Strategy
                                                                                                                                                                                                                                                                                                                        1. Patient Flow Management
                                                                                                                                                                                                                                                                                                                          1. Registration and Intake
                                                                                                                                                                                                                                                                                                                            1. Patient Check-In
                                                                                                                                                                                                                                                                                                                              1. Insurance Verification
                                                                                                                                                                                                                                                                                                                                1. Documentation Collection
                                                                                                                                                                                                                                                                                                                                2. Clinical Encounter
                                                                                                                                                                                                                                                                                                                                  1. Care Delivery Process
                                                                                                                                                                                                                                                                                                                                    1. Treatment Protocols
                                                                                                                                                                                                                                                                                                                                      1. Quality Assurance
                                                                                                                                                                                                                                                                                                                                      2. Discharge and Follow-Up
                                                                                                                                                                                                                                                                                                                                        1. Discharge Planning
                                                                                                                                                                                                                                                                                                                                          1. Post-Care Instructions
                                                                                                                                                                                                                                                                                                                                            1. Follow-Up Scheduling
                                                                                                                                                                                                                                                                                                                                          2. Appointment Management
                                                                                                                                                                                                                                                                                                                                            1. Scheduling Systems
                                                                                                                                                                                                                                                                                                                                              1. Online Scheduling
                                                                                                                                                                                                                                                                                                                                                1. Phone Scheduling
                                                                                                                                                                                                                                                                                                                                                  1. Mobile Applications
                                                                                                                                                                                                                                                                                                                                                  2. Wait Time Management
                                                                                                                                                                                                                                                                                                                                                    1. Appointment Optimization
                                                                                                                                                                                                                                                                                                                                                      1. Queue Management
                                                                                                                                                                                                                                                                                                                                                        1. Communication Systems
                                                                                                                                                                                                                                                                                                                                                      2. Administrative Processes
                                                                                                                                                                                                                                                                                                                                                        1. Insurance Verification
                                                                                                                                                                                                                                                                                                                                                          1. Coverage Confirmation
                                                                                                                                                                                                                                                                                                                                                            1. Prior Authorization
                                                                                                                                                                                                                                                                                                                                                              1. Benefit Verification
                                                                                                                                                                                                                                                                                                                                                              2. Billing and Collections
                                                                                                                                                                                                                                                                                                                                                                1. Claims Submission
                                                                                                                                                                                                                                                                                                                                                                  1. Payment Processing
                                                                                                                                                                                                                                                                                                                                                                    1. Account Management
                                                                                                                                                                                                                                                                                                                                                                  2. Care Coordination
                                                                                                                                                                                                                                                                                                                                                                    1. Multidisciplinary Teams
                                                                                                                                                                                                                                                                                                                                                                      1. Team Communication
                                                                                                                                                                                                                                                                                                                                                                        1. Care Planning
                                                                                                                                                                                                                                                                                                                                                                          1. Progress Monitoring
                                                                                                                                                                                                                                                                                                                                                                          2. Transition Management
                                                                                                                                                                                                                                                                                                                                                                            1. Care Transitions
                                                                                                                                                                                                                                                                                                                                                                              1. Information Transfer
                                                                                                                                                                                                                                                                                                                                                                                1. Continuity Planning
                                                                                                                                                                                                                                                                                                                                                                            2. Physical Evidence Strategy
                                                                                                                                                                                                                                                                                                                                                                              1. Facility Design and Environment
                                                                                                                                                                                                                                                                                                                                                                                1. Ambiance and Comfort
                                                                                                                                                                                                                                                                                                                                                                                  1. Interior Design
                                                                                                                                                                                                                                                                                                                                                                                    1. Lighting and Acoustics
                                                                                                                                                                                                                                                                                                                                                                                      1. Furniture and Equipment
                                                                                                                                                                                                                                                                                                                                                                                      2. Cleanliness and Maintenance
                                                                                                                                                                                                                                                                                                                                                                                        1. Housekeeping Standards
                                                                                                                                                                                                                                                                                                                                                                                          1. Infection Control
                                                                                                                                                                                                                                                                                                                                                                                            1. Facility Upkeep
                                                                                                                                                                                                                                                                                                                                                                                            2. Accessibility Features
                                                                                                                                                                                                                                                                                                                                                                                              1. ADA Compliance
                                                                                                                                                                                                                                                                                                                                                                                                1. Universal Design
                                                                                                                                                                                                                                                                                                                                                                                                  1. Barrier-Free Access
                                                                                                                                                                                                                                                                                                                                                                                                2. Signage and Wayfinding
                                                                                                                                                                                                                                                                                                                                                                                                  1. Interior Signage
                                                                                                                                                                                                                                                                                                                                                                                                    1. Directional Signs
                                                                                                                                                                                                                                                                                                                                                                                                      1. Department Identification
                                                                                                                                                                                                                                                                                                                                                                                                        1. Information Displays
                                                                                                                                                                                                                                                                                                                                                                                                        2. Exterior Signage
                                                                                                                                                                                                                                                                                                                                                                                                          1. Building Identification
                                                                                                                                                                                                                                                                                                                                                                                                            1. Parking Guidance
                                                                                                                                                                                                                                                                                                                                                                                                              1. Campus Navigation
                                                                                                                                                                                                                                                                                                                                                                                                            2. Digital Presence
                                                                                                                                                                                                                                                                                                                                                                                                              1. Website Design
                                                                                                                                                                                                                                                                                                                                                                                                                1. User Experience
                                                                                                                                                                                                                                                                                                                                                                                                                  1. Information Architecture
                                                                                                                                                                                                                                                                                                                                                                                                                    1. Mobile Optimization
                                                                                                                                                                                                                                                                                                                                                                                                                    2. Online Services
                                                                                                                                                                                                                                                                                                                                                                                                                      1. Patient Portals
                                                                                                                                                                                                                                                                                                                                                                                                                        1. Appointment Booking
                                                                                                                                                                                                                                                                                                                                                                                                                          1. Bill Payment
                                                                                                                                                                                                                                                                                                                                                                                                                        2. Brand Elements
                                                                                                                                                                                                                                                                                                                                                                                                                          1. Visual Identity
                                                                                                                                                                                                                                                                                                                                                                                                                            1. Logo Application
                                                                                                                                                                                                                                                                                                                                                                                                                              1. Color Schemes
                                                                                                                                                                                                                                                                                                                                                                                                                                1. Typography
                                                                                                                                                                                                                                                                                                                                                                                                                                2. Branded Materials
                                                                                                                                                                                                                                                                                                                                                                                                                                  1. Printed Collateral
                                                                                                                                                                                                                                                                                                                                                                                                                                    1. Staff Uniforms
                                                                                                                                                                                                                                                                                                                                                                                                                                      1. Promotional Items

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                                                                                                                                                                                                                                                                                                                                                                                                                                3. Understanding the Health Care Consumer

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                                                                                                                                                                                                                                                                                                                                                                                                                                5. Health Care Branding