The Complete Guide to Strategic Marketing for the Cardiovascular Service Line

The Complete Guide to Strategic Marketing for the Cardiovascular Service Line

Charles W. Franc

Understanding the essence of strategic marketing concepts, their application to the management of cardiovascular (CV) services, and their fundamental role in the day-to-day management of the CV service line is critical to developing a high-performance enterprise and to earning buy-in from key constituencies and a return on your marketing investment.

This book presents key marketing concepts, practical tools, and straightforward ideas to augment a CV service line administrator's ever-expanding skill set, help overall service line performance, and create real value.

Learn from cardiovascular service line leaders how to:

• Adapt six major success trends for your unique market environme
• Leverage marketing's role in strategic management for CV service line success
• Develop and employ marketing tools for service line success, including the marketing plan, marketing research, marketing audit, market position, brand management, and result monitoring
• Effectively use social media to position your CV service line for growth.

Take a look at the table of contents

Chapter 1: Fundamentals of Strategic Marketing

• The Definition of Marketing
• The Exchange Relationship
• The Marketing Mix
• The Marketing Audit
• Creating a Marketing Plan

Chapter 2: Marketing's Role in Strategic Management

• Cardiovascular Marketing and the Service Line Structure
• Marketing Reflects Strategic Direction
• Working with Physicians

Chapter 3: Healthcare Trends and Their Marketing Implications

• Six Keys for Success for Cardiovascular Services in the Coming Decade
• Marketing Implications of Keys for Success

Chapter 4: The Strategic Marketing Audit

• Focus Areas for Cardiovascular Services
• Marketing Context
• Identifying Market Needs for Cardiovascular Services

Chapter 5: Planning and Developing New Programs and Services

• How Are Cardiovascular Opportunities Identified?
• Feasibility Assessment
• Business Planning
• Market Research Steps
• Researching Payer and Employer Ne

Chapter 6: Marketing Information and Research

• What Is Market Research?
• The Market Research Process
• Researching Market Size and Share
• Researching Patient Satisfaction
• Researching Payer and Employer Needs
• Researching Community Image/Brand Awareness
• Marketing Information Systems

Chapter 7: Understanding and Using the Marketing Mix

• Product (or Service)
• Branding Strategy

Chapter 8: Market Positioning, Differentiation, and Branding

• Differentiating Cardiovascular Services
• Branding
• Affiliation Strategy

Chapter 9: Web Presence and the Role of Social Media

• Social Media Platforms
• Social Network Analysis

Chapter 10: Developing a Practical Marketing Plan

• Case Study: Cardiac Surgery Marketing Plan
• Marketing Budget and Performance

Chapter 11: Marketing Self-Assessment

• Ways to be Successful With Service Line Marketing
• Ways to Fail With Service Line Marketing