If you're looking to update your healthcare marketing library, the Society for Healthcare Strategy and Market Development (SHSMD) has published a book on marketing plan development. Healthcare Marketing Plans That Work is a 115-page book that addresses market strategies and outlines 12 common causes for the failure or success of a marketing plan.
Case studies of hospitals, a managed care organization and a physician group provide various industry perspectives of marketing plan components.
Key chapters of the book include:
- The Marketing Plan Process;
- The Market Audit; and
- Determining Market Strategies.
The book is $35 for society members, $50 for non-members. SHSMD is an arm of the American Hospital Association.
(AHA, www.stratsociety.org, 800-AHA-2626, )
The American Institute of Preventive Medicine is targeting employers with two software programs that help employees take more control of their health. AIPM has converted a popular self-care book, Health at Home, and a best-selling wellness book, A Year of Health Hints, into software programs for Internet and intranet use.
The software helps employees become more proactive about their health by highlighting preventive recommendations for:
- Determining what a real medical emergency is;
- When to seek the care of physician; and
- When to use self-care and home remedies.
Companies like Microsoft, CNN, WebMD and Medscape use the software. Demo disks of each program are available.
(AIPM, Don Powell, 248/539-1800)