Created for managers at all levels, this two-day program focuses on the application of marketing concepts and tools to the health care market. The primary goal is to provide students with the knowledge and skills needed to effectively market health care services and products in both the nonprofit and commercial environments. Instructors use the clear language of managers and show you how to use publicly available data and information to assess markets and develop marketing strategies.
DATES:
TBD - Fall 2009
COST:
$1,800
Includes tuition, text, instructional materials, continental breakfast, and lunch.
Register now >
WHAT YOU’LL LEARN:
- To develop a strategic assessment of the health care marketplace that will suggest opportunities for the firm
a. Employ real world sources of data and information on patient demand and existing treatment patterns
b. Determine unmet market need
c. Determine competitive advantages of the focal institution in relation to competitors in the environment.
- To develop your marketing decision-making skills.
a. Analyze the marketing and management environment in which a health care organization is operating and identify the marketing problems facing the organization
b. Rank these marketing problems in priority order and select the key issue to be addressed
c. Develop compelling and creative strategies for solving these problems and
d. Market tactical decisions that will achieve the strategy that you have selected and thereby solve the problems you have identified.
- To provide you with a set of concepts and tools that can support decision-making.
a. Fundamental concepts of marketing such as segmentation, targeting, positioning, customer satisfaction, and perceived value will be presented to assist students in both identifying problems and developing strategies to solve the problems. In addition, tools that are useful in making a number of specific decisions (e.g., how many patients need to be seen to reach a financial breakeven) will be presented.
FORMAT:
Two-day program
Classes run from 8:00 a.m. to 4:30 p.m. at Owen Graduate School of Management, unless otherwise noted.
INSTRUCTORS:
Robert J. Stevens MBA, President Health Centric Marketing. With over 25 years of marketing experience in the health care industry Bob brings real world experience and application to the classroom. He is a co-author with Philip Kotler and Joel Shalowitz of “Strategic Marketing for Health Care Organizations: Building a Customer-Driven Health System” Jossey Bass / John Wiley Publications to be released in the fall of 2007.
R. Lawrence Van Horn, MPH, MBA, PhD, is an associate professor of management at the Owen Graduate School of Management and Faculty Director for Health Care Programs. Prof. Van Horn’s research interests center around the strategy and market conduct of hospitals and managed care organizations. With over 20 years of experience working with large delivery systems and health plans he is able to translate the academic content of business disciplines to the applied problems faced by practitioners in the health care industry.
