An Overview of Strategic Health Care Marketing: Marketing Mix & Segmentation Strategies at Work - Paperback

by Jamie T. Pleasant Ph. D. (Author)

Managed healthcare companies are continuing to look at various ways to develop an effective and efficient brand among many competitors that exists in the healthcare industry. The task of healthcare firms to be the preferred provider for customers over other companies is not an easy undertaking. It requires sound marketing strategies that will establish one healthcare provider's brand over another's. Providers must establish themselves as a brand to compete. As customers are becoming more knowledgeable about healthcare and have more access to databases of all healthcare providers, the ability for a healthcare provider to properly implement the place, price, promotion, and product marketing mix variables will give that firm a sustainable competitive advantage among others. Therefore, healthcare providers must understand and utilize branding strategies based on the marketing mix variables. This book examines each marketing mix variable that a healthcare provider can utilize in order to help establish a credible, unique and powerful brand.

Author Biography

Dr. Jamie T. Pleasant; Ph.D. is a tenured marketing professor at Clark Atlanta University, which is an AACSB accredited institution of higher learning. AACSB accreditation is the highest and most distinguished accredited affiliation of business schools around the entire world. He is also the Chief Executive Pastor and Founder of New Zion Christian Church in Suwanee, Georgia. As a modern day polymath, he holds a bachelor's degree in Physics from Benedict College in Columbia, South Carolina, Marketing Studies from Clemson University and an M.B.A. in Marketing from Clark Atlanta University. On August 13, 1999, Apostle Pleasant achieved a Georgia Tech milestone by becoming the first African American to graduate with a Ph.D. in Business Management in the school's 120 plus year history. Dr. Pleasant is the husband of Kimberly Pleasant (whom he loves dearly) and the proud father of three children: Christian, Zion and Nacara.