Your course textbook can be accessed via the DART eBook link in the Getting Started module.
Read Chapter 7: Being Patient-Centered – A Key for Success. This chapter (pp. 191-216) covers patient-centered care, satisfaction, and experience, including applying best practices from other industries to healthcare and the influence of HCAHPS scores on staff behaviors.
Read Chapter 8: Ethics and Healthcare Marketing. This chapter (pp. 217-256) addresses ethical conflicts in healthcare settings, the impact of HIPAA on medical marketing, and the organizational costs associated with ethical dilemmas.
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.
Leonhardt, J. M. (2015). Tweets, hashtags and virality: Marketing the affordable care act in social media. Journal of Direct, Data and Digital Marketing Practice, 16(3), 172.
Healthcare Marketing: Strategies for Creating Value in the Patient Experience by