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Marketing Für Krankenhäuser Und Reha-Kliniken: Marktorientierung & Strategie, Analyse & Umsetzung, Trends & Chancen

Marketing Für Krankenhäuser Und Reha-Kliniken: Marktorientierung & Strategie, Analyse & Umsetzung, Trends & Chancen

          
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About the Book

Dieses Buch gibt einen Überblick darüber, wie sich Krankenhäuser durch gezieltes Marketing gegenüber anderen ärztlichen Betrieben positiv hervortun können. Dazu werden gezielte Fragen gestellt, diese analysiert und Konzepte zur Umsetzung präsentiert. Diese sind zum Beispiel:
Positionierung und Marktwirkung

Marketing, das bedeutet bunte Broschüren und einen Tag der offenen Tür? Das Bild wandelt sich: Krankenhäuser und Klinikkonzerne müssen kämpfen, um am wettbewerbsorientierten Markt bestehen zu können. Nur eine verstärkte marktorientierte Ausrichtung sichert das Überleben - und da genügt PR alleine nicht mehr. Vielmehr bedeutet Marketing sowohl Analyse als auch das Ableiten der strategischen Positionierung und das Überprüfen der angestrebten Marktwirkung.

Analyse - Konzept - Umsetzung
- Blick nach innen: Eigene Stärken erkennen und kommunizieren
- Blick nach außen: Benchmarking und Datenanalyse
- Strategie: Leistungen entwickeln, die die Attraktivität steigern
- Trends aus anderen Branchen: Duft-, Gender-, Guerilla-Marketing, Virales Marketing ...

Strategisches Marketing - mehr als PR und Kommunikation
Angepasst an die spezifischen Bedürfnisse der verschiedenen Zielgruppen: - Patienten/Kunden
- Zuweisende Ärzte
- Krankenkassen
- (potenzielle) Mitarbeiter
- Presse und Öffentlichkeit
- Kooperationspartner

Konkretes Handwerkszeug für Ihr individuelles Marketing- und Kommunikationskonzept.
Mit zahlreichen Checklisten zu Internetauftritt, Nutzung von Datenquellen, Marktpositionierung, Krisenkommunikation ...
Für Mediziner in Führungspositionen, Krankenhausleitung, Pflegedienstleitung, Mitarbeiter im Krankenhausmanagement.

Denn Marketing ist mehr als Werbung!
About the Author: 1. Autor: Clemens PlatzkösterLeiter Geschäftsbereich 5 MedizinmanagementUniversitätsklinikum Bonn (AöR)
2. Autorin: Magdalena NitzÄrztliche DirektorinUnternehmenskommunikation & MedienUniversitätsklinikum Bonn
3. Autor: Dr. Mike PapenhoffChefarztKlinik für SchmerzmedizinBerufsgenossenschaftliche Unfallklinik Duisburg


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Product Details
  • ISBN-13: 9783662537077
  • Publisher: Springer
  • Publisher Imprint: Springer
  • Height: 240 mm
  • Returnable: Y
  • Spine Width: 0 mm
  • Weight: 700 gr
  • ISBN-10: 3662537079
  • Publisher Date: 16 May 2021
  • Binding: Hardback
  • Language: German
  • Series Title: Erfolgskonzepte Praxis- & Krankenhaus-Management
  • Sub Title: Marktorientierung & Strategie, Analyse & Umsetzung, Trends & Chancen
  • Width: 168 mm


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Marketing Für Krankenhäuser Und Reha-Kliniken: Marktorientierung & Strategie, Analyse & Umsetzung, Trends & Chancen
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