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 The State and the Economy Under Capitalism by Ira J. Haimowitz
Cover of the book Knowledge Management by Ira J. Haimowitz
Cover of the book Health and Health Promotion in Prisons by Ira J. Haimowitz
Cover of the book The Senses in Religious Communities, 1600-1800 by Ira J. Haimowitz
Cover of the book Prizing Children's Literature by Ira J. Haimowitz
Cover of the book Lit Interior by Ira J. Haimowitz
Cover of the book Birth By Design by Ira J. Haimowitz
Cover of the book Ethics for International Business by Ira J. Haimowitz
Cover of the book You and Your Action Research Project by Ira J. Haimowitz
Cover of the book What Forever Means After the Death of a Child by Ira J. Haimowitz
Cover of the book Spanish: An Essential Grammar by Ira J. Haimowitz
Cover of the book Feminists Read Habermas (RLE Feminist Theory) by Ira J. Haimowitz
Cover of the book Famine and Disease in Ireland, vol 4 by Ira J. Haimowitz
Cover of the book Knowledge Networking: Creating the Collaborative Enterprise by Ira J. Haimowitz
Cover of the book Greening International Institutions 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