Responsive Healthcare: Marketing for a Public Service / Edition 1

by Rod Sheaff

Overview

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, and 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.

Product Details

ISBN-13:	9780335199662
Publisher:	McGraw-Hill Companies, The
Publication date:	12/01/2001
Pages:	264
Product dimensions:	9.00(w) x 6.00(h) x 0.55(d)

Table of Contents

Series editor's preface - Health services, public management and users - Marketing: for, against and beyond - Marketing for healthcare commissioners - Anti-marketing for health promotion - Marketing in primary healthcare - Marketing for secondary healthcare providers - Quality management and clinical governance - Consumer research in health services - Marketing in a postmarket system - References - Index.

Editorial Reviews

This text for health service managers and clinical professionals discusses the adaptation of conventional marketing methods for use in healthcare and publicly-funded systems responsible for health promotion and health service planning. Sheaff (U. of Manchester, England) argues that while public services can learn from commercial marketing, they should not just copy its practices. Topics include anti-marketing for tobacco use reduction, marketing objectives for health care commissioners, and making publicly managed services more responsive to users. Distributed by Taylor & Francis. Annotation c. Book News, Inc., Portland, OR (booknews.com)