Healthcare Relationship Marketing

Strategy, Design and Measurement

Business & Finance, Industries & Professions, Industries
Cover of the book Healthcare Relationship Marketing by Ira J. Haimowitz, Taylor and Francis
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Ira J. Haimowitz ISBN: 9781317123187
Publisher: Taylor and Francis Publication: April 22, 2016
Imprint: Routledge Language: English
Author: Ira J. Haimowitz
ISBN: 9781317123187
Publisher: Taylor and Francis
Publication: April 22, 2016
Imprint: Routledge
Language: English

In recent years there have been dramatic changes in the pharmaceutical promotional landscape, affecting both consumers and healthcare professionals. One consequence of these dynamics is the need for pharmaceutical companies to plan new kinds of dialogue and relationships with their stakeholders. The evolution has been from mass-channel "push" marketing to two-way, multi-channel relationship marketing. Targeted Emails, webinars, mobile messages, and social networks are expanding in usage. This book is a practical overview and resource guide for the design and measurement of pharmaceutical relationship marketing (RM) programs. There are descriptions of each aspect of pharmaceutical RM design and measurement, including a running case study with follow-up exercises. The author has also conducted interviews from several pharmaceutical marketing industry experts, each having 15 years or more of working healthcare RM knowledge, and each speaking on their specific specialities. For newcomers to healthcare marketing, this book can serve as a foundation and introduction that provides framework, details, and examples of both relationship marketing designs and associated measurement disciplines. Healthcare Relationship Marketing will also be valuable to readers currently working in pharmaceutical marketing or sales who may not have exposure to the particular disciplines of relationship marketing and direct response measurement and optimization. Even for the experienced practitioner this will serve as a convenient reference that pulls together all of the program components and measurement frameworks within a single book. This book may also serve as a textbook within a university course in marketing, or a pharmaceutical business program.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

In recent years there have been dramatic changes in the pharmaceutical promotional landscape, affecting both consumers and healthcare professionals. One consequence of these dynamics is the need for pharmaceutical companies to plan new kinds of dialogue and relationships with their stakeholders. The evolution has been from mass-channel "push" marketing to two-way, multi-channel relationship marketing. Targeted Emails, webinars, mobile messages, and social networks are expanding in usage. This book is a practical overview and resource guide for the design and measurement of pharmaceutical relationship marketing (RM) programs. There are descriptions of each aspect of pharmaceutical RM design and measurement, including a running case study with follow-up exercises. The author has also conducted interviews from several pharmaceutical marketing industry experts, each having 15 years or more of working healthcare RM knowledge, and each speaking on their specific specialities. For newcomers to healthcare marketing, this book can serve as a foundation and introduction that provides framework, details, and examples of both relationship marketing designs and associated measurement disciplines. Healthcare Relationship Marketing will also be valuable to readers currently working in pharmaceutical marketing or sales who may not have exposure to the particular disciplines of relationship marketing and direct response measurement and optimization. Even for the experienced practitioner this will serve as a convenient reference that pulls together all of the program components and measurement frameworks within a single book. This book may also serve as a textbook within a university course in marketing, or a pharmaceutical business program.

More books from Taylor and Francis

Cover of the book Information Technology and Workplace Democracy by Ira J. Haimowitz
Cover of the book Nature, Culture and Religion at the Crossroads of Asia by Ira J. Haimowitz
Cover of the book Losing the Race by Ira J. Haimowitz
Cover of the book Statistical Tragedy in Africa? by Ira J. Haimowitz
Cover of the book Longman Companion to the Formation of the European Empires, 1488-1920 by Ira J. Haimowitz
Cover of the book Urban Life in Kingston Jamaica by Ira J. Haimowitz
Cover of the book Estonia by Ira J. Haimowitz
Cover of the book The Many Faces of Homosexuality by Ira J. Haimowitz
Cover of the book A true Description of three Voyages by the North-East towards Cathay and China, undertaken by the Dutch in the Years 1594, 1595, and 1596, by Gerrit de Veer by Ira J. Haimowitz
Cover of the book Walking into the Void by Ira J. Haimowitz
Cover of the book Manifest Rationality by Ira J. Haimowitz
Cover of the book Attachment in Sport, Exercise and Wellness by Ira J. Haimowitz
Cover of the book British Travel Writers in Europe 1750-1800 by Ira J. Haimowitz
Cover of the book Learning Forensic Assessment by Ira J. Haimowitz
Cover of the book Issues In International Relations by Ira J. Haimowitz
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy