In den vergangenen Jahren hat die Wissenschaft ihre Aufmerksamkeit verstärkt auf das Thema der individuellen Gesundheitskompetenz gerichtet - und gezeigt, dass große Teile der deutschen Bevölkerung eine geringe Gesundheitskompetenz aufweisen. Informationen und Angebote rund um Gesundheit sind...

Without the opioid epidemic, American life expectancy would not have declined prior to 2020. In turn, the epidemic was sparked by the development and marketing of a new generation of prescription opioids and provider behavior is still helping to drive it. There is little relationship between the...

During the course of the COVID-19 pandemic, a common strategy for public health organizations around the world has been to launch interventions via advertising campaigns on social media. Despite this ubiquity, little has been known about their average effectiveness. We conduct a large-scale...

This paper studies government and private marketing activities in the context of the AffordableCare Act health insurance marketplace. Using detailed TV advertising data, we presentevidence that government and private advertising are targeted to different geographical areasand provide different...

This paper studies government and private marketing activities in the context of the Affordable Care Act health insurance marketplace. Using detailed TV advertising data, we present evidence that government and private advertising are targeted to different geographical areas and provide...

Without the opioid epidemic, American life expectancy would not have declined prior to 2020. In turn, the epidemic was sparked by the development and marketing of a new generation of prescription opioids and provider behavior is still helping to drive it. There is little relationship between the...

There is much debate about the effects of pharmaceutical direct to consumer advertising (DTCA) on health care use. In this paper, we inform this debate by examining the effects of DTCA on office visits, as well as treatment courses resulting from those visits, for five common chronic conditions...

Das essentials widmet sich der systematischen Kategorisierung des Marketings in der Gesundheitswirtschaft, welches durch eine Vielzahl an Zielgruppen, Akteuren, Zielsetzungen und Produkten bzw. Dienstleistungen gekennzeichnet ist. Es zielt auf eine praxisorientierte konzeptionelle Einordnung...

During the course of the COVID-19 pandemic, a common strategy for public health organizations around the world has been to launch interventions via advertising campaigns on social media. Despite this ubiquity, little has been known about their average effectiveness. We conduct a large-scale...

Einleitende Überlegungen -- Gesellschaftlicher Rahmen, Marktgeschehen und Gesundheit -- Die Gesundheitswirtschaft und die aktuelle Marktentwicklung -- Der Umbruch in der Patientensicht -- Evidenz eines neuen Patientenverhaltens als Konsumenten -- Analytische Betrachtung einer neuen...

The Meaning of Marketing -- Marketing Strategy -- The Environment of Marketing Strategy -- Buyer Behavior -- Marketing Research -- Market Segmentation -- Developing Customer Loyalty -- Marketing in the Digital Age -- Product Strategy -- Prices -- Distribution -- Promotion -- Advertising -- Sales...

"This book provides knowledge and skills to allow readers with the ability to apply management and marketing techniques on strategic, tactical and operational aspects of organizations with emphasis on the healthcare industry presenting strategies on topics such as operations management, quality...

"This book provides knowledge and skills to allow readers with the ability to apply management and marketing techniques on strategic, tactical and operational aspects of organizations with emphasis on the healthcare industry presenting strategies on topics such as operations management, quality...

Malaria continues to be a prominent global public health challenge, in part because of the slow population adoption of recommended preventive and curative behaviors. This paper tests the effectiveness of two service delivery models designed to promote recommended behaviors, including prompt...

Introduction to Healthcare Service Marketing Management: Building Customer-Driven Health Organisations /Robert Ebo Hinson, Kofi Osei-Frimpong, Ogechi Adeola, Lydia Aziato --The Societal and Healthcare Context /Lydia Aziato, Lillian Akorfa Ohene, Charles Ampong Adjei --Strategic Planning and...

"A useful practitioner guide for those working in health care organizations Updated coverage to the recent developments in the health care industry Discussion on health care marketing issues are backed by scholarly publications, industry expert opinions, surveys, case studies and real-world best...

Customers often receive expert advice related to their health, finances, taxes or legal procedures, to name just a few. A noble stance taken by some is that experts should empower customers to make their own decisions. In this article, we distinguish informational from decisional empowerment and...

Purpose – The purpose of this paper is to use results from a comprehensive analysis of a physician-prescribing model to draw guidelines on how to promote a new drug in the presence of competing older drugs, in a chronic therapeutic state.Design/methodology/approach – The authors use an...

Vor dem Hintergrund einer zunehmenden Ökonomisierung im Gesundheitswesen sowie gleichzeitig wachsender Patientenansprüche nimmt ein zielgruppenspezifisches Health Care Marketing an Bedeutung zu. In diesem Zusammenhang ist die Erfassung der Lebensqualität von Patienten als Orientierungsgröße...

Das Buch geht der zentralen Frage nach, was die Gesundheitswirtschaft aus anderen Branchen lernen und wie sie architektonisch neu gestaltet werden kann. Es werden die einzelnen Tätigkeitsbereiche im Gesundheitsmanagement und die einzelnen Akteure wie Krankenhaus, Pharma oder ambulante...

The meaning of marketing -- Marketing strategy -- The environment of marketing strategy -- Buyer behavior -- Marketing research -- Market segmentation -- Developing customer loyalty -- Product strategy -- Price -- Distribution -- Promotion -- Advertising -- Sales and sales management --...