Research Catalog

Marketing the continuum of care : strategies for developing community services / Vicki Mason.

Title
Marketing the continuum of care : strategies for developing community services / Vicki Mason.
Author
Mason, Vicki.
Publication
Burr Ridge, Ill. : McGraw Hill, 1997.

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Description
xiv, 338 pages : illustrations; 24 cm
Summary
  • Marketing the Continuum of Care: Strategies for Developing Community Services offers tools and techniques of marketing strategies to attract patients and maximize community-based patient care and associated revenues.
  • The length of hospital stay is significantly shorter with the advent of managed care. The new focus of healthcare is on the continuum of care - offering a range of services from prevention and wellness to specialty and therapeutic services. Keeping the patient "in the system" but not necessarily "in the bed" is the key to the continuum of care.
  • Written by Vicki Mason, Marketing the Continuum of Care serves as a reference for understanding target markets and potential promotional mediums and how to apply various techniques. The book demonstrates that effective marketing can be used as an internal educational tool and in external referral development.
Subject
  • Continuum of care
  • Hospital and community
  • Hospitals > Marketing
  • Hospitals
  • Residence Characteristics
Note
  • Includes index.
Contents
  • Pt. 1. Building Awareness of the Continuum. Ch. 1. An Overview of Continuum Components. Ch. 2. Oncology Services. Ch. 3. Orthopedic and Arthritis Services. Ch. 4. Diabetes Services. Ch. 5. Cardiac Services. Ch. 6. Neurology Services -- Pt. 2. Internal Strategies for the Continuum of Care. Ch. 7. Discharge Planning - Cross-Function, Not Cross-Purposes. Ch. 8. Evaluating the Efficiency of the Intake Process. Ch. 9. Analyzing Acute Care Discharges and Conversion Rate for Planning Purposes. Ch. 10. Strategic Placement of the Healthcare Client. Ch. 11. Internal Marketing Opportunities to Strengthen the Continuum of Care -- Pt. 3. External Strategies for the Continuum of Care. Ch. 12. Marketing Your Services to the Public: Find a Way or Make a Way. Ch. 13. Developing Your Relationship with the Media. Ch. 14. Marketing to Physicians. Ch. 15. External Territory Planning: Building the Bridge to a Consistent Marketplace.
  • Ch. 16. Marketing Assisted Living Services and Using Videos. Ch. 17. Marketing the Skilled Care Unit. Ch. 18. Managed Care and Marketing the Continuum. Ch. 19. Competitive and Process Assessments. Ch. 20. The Marketer's Toolbox. Ch. 21. Implementation and Management of the Direct Education Contact Effort.
ISBN
0786311541
LCCN
97025979
Owning Institutions
Columbia University Libraries