Overview

Healthcare Marketing: Creating a Culture of Excellence introduces healthcare professionals to comprehensive strategies for enhancing the patient experience and fostering excellence within healthcare organizations. The text focuses on combining marketing concepts with management principles, ensuring that patient satisfaction is incorporated throughout the patient experience. The book covers an array of topics—from understanding the healthcare environment, including types and characteristics of healthcare organizations and patient satisfaction roles, to the development and execution of effective healthcare marketing strategies. It explores the intricacies of patient experience surveys such as HCAHPS and CG-CAHPS and presents insights into the importance of professional sales in business-to-business marketing within healthcare. Chapters on navigating crises and building resilient teams are included, providing strategies to improve teamwork and manage challenging times effectively. The book emphasizes key aspects of healthcare marketing with practical scenarios and case studies that foster understanding and application of principles to real-world situations. The inclusion of professional insights from healthcare practitioners further enriches the material, anchoring theoretical concepts within the depths of industry experience. Recommended for courses in healthcare administration and marketing, the book provides foundational knowledge and strategic tools for those focused on optimizing the healthcare experience and the organizational culture that supports it.

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Kerri M. Camp, Ph.D. is a professor of marketing at The University of Texas at Tyler. She holds a Ph.D. from Texas Tech University and has extensive industry experience in healthcare administration and marketing consulting for healthcare organizations. Dr. Camp has served on multiple healthcare organization boards and advisory committees, is a faculty associate in the American College of Healthcare Executives, and has published research on healthcare issues.

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