Your course textbook can be accessed via the DART eBook link in the Getting Started module.
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.
Healthcare Marketing: Strategies for Creating Value in the Patient Experience by