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HCA409

Module 2 Required Resources

Textbook

Access your textbook via the Bookshelf tab in the top navigation bar of your course.

Read Chapter 3: Understanding the Competitive Environment. This chapter (pp. 40-84) covers concierge medicine, shifts in the healthcare marketplace, medical tourism, telemedicine, and the emergence of digital health tools.
Read Chapter 4: Strategic Healthcare Marketing. This chapter (pp. 85-147) delves into strategic planning in healthcare, outlining its importance, steps, challenges, and application to healthcare organizations.

Healthcare Marketing: Strategies for Creating Value in the Patient Experience by Barbara Ross Wooldridge and Kerri M. Camp
ISBN: 9781516514267

Publication Date: 2019

Wooldridge, B. R., & Camp, K. M. (2019). Healthcare marketing: Strategies for creating value in the patient experience. Cognella.

Module 2 Optional Resources

Birds of a Feather Presentation
Blue Ocean Strategy
Kim, W. C., & Mauborgne, R. (2007). Blue ocean strategy. Harvard Business Review.
Blue Red Ocean Questions Presentation

Last Updated: Nov 12, 2025 11:04 AM
URL: https://resources.nu.edu/c.php?g=1383360
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