William Winston, Robert L. Berl (deceased), Robert Sweeney

• Contents PrefacePart I: Introduction Basic Health Care Marketing Principles Part II: Marketing Planning Introduction to Strategic Market Planning Introduction to Marketing Planning for Health Care Organizations Condensed Sample Marketing Plan: Urgent Care Center Marketing Planning for Mid-Town Health Center Part III: Market Auditing and Research Introduction to Environmental Analysis The Marketing Audit--A Strategic Necessity: Marketing Management for the Mature Non-Profit Utilizing a Marketing Audit in Developing a New Service: Case Example: Breckenridge Village Southern Home Health Care: A Case Study Part IV: Segmentation and Targeting Introduction to Market Segmentation and Targeting Psychographic/Lifestyle Aspects for Market Targeting Market Planning for Mental Health: A “Target Group” Based Approach Designing a Promotional Tool: Practical Application of Market Targeting and Research: Case Example: Alcoholism Services of Cleveland, Inc. Part V: Positioning the Health Service Introduction to Positioning the Health Service Positioning the Health Organization Into the Minds of Health Consumers and Providers Part VI: Marketing Mix Introduction to the Marketing Mix Product Integrity: The Missing Link in a Hospital’s Marketing Process Price--A Primer on the 2nd “P” for Hospital Marketers Promotion--How to Promote and Advertise a New or Existing Clinic Place--Renovated Hospital for the Elderly A Case Study of Pricing Health Care Services: Southland HMO County Health Department: Prenatal Program: A Marketing Case Study and Analysis Marketing Mix Case Study: Family Service Agency of San Francisco Part VII: Strategy and Tactics Introduction to Market Strategy and Tactic Development Developing Marketing Strategies and Tactics Part VIII: Organization, Budgeting, and Control Systems Introduction to Organization, Budget, and Control Organization, Budgeting, and Control Systems Part IX: Public Relations and Fund Raising Introduction to Public Relations and Fund Raising The Making of a Logo: Scott and White Develops a New Look Part X: Advertising Introduction to Advertising Minimizing Advertising Risks “The Bottom Line on Advertising”: Keynote Speech at a One-Day Conference Sponsored by the Hospital Council of Northern California and the Hospital Public Relations Association of Northern California The Fundamentals of Developing an Effective Advertisement for Health Care Organizations Author Index Subject Index