Marketing for Behavioral Healthcare Organizations—
What Works and How To Do It
By Jeri Davis
Marketing for Behavioral Healthcare Organizations — What Works and How To Do It is a handy reference for providers, networks, and integrated delivery systems. Marketing in a mature era require sophisticated techniques and capabilities. It also involves greater risks. Surviving and thriving during these challenging times requires mastering complex marketing techniques such as researching and developing new services; establishing unique niches and distinctive market position; developing strengths in contracting and sales; and most importantly, formulating systems to ensure clients and customers are being well served so long term relationships ensue.
The goal of this book is to provide you with a roadmap full of directions, suggestions and examples that will help you launch a sophisticated and comprehensive marketing effort within your organization.
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Table of Contents
Chapter 1: The Ten "P"s of Marketing
Chapter 2: National Trends are Creating New Customers and New Marketing Opportunities
Chapter 3: How to Conduct a Market Analysis
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What is a Market Analysis?
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Why conduct a Market Analysis?
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Components of a Market analysis
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Managed Care Payor Trends and Utilization Analysis
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Sample Findings: Legislative Trends and Impact
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Sample Market Research Report
Chapter 4: Elements of a Successful Marketing Plan
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What is a Marketing Plan
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Marketing Plan Outline
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Marketing Action Plan
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Marketing Plan Elements
Chapter 5: Referral Development, Sales, and Contracting
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What is Referral Development?
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Critical Variable for Ales Contracting and Referral Development Success
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Guidelines for Successful Referral Development
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Within Each target Group, who are the Decision Makers, Influencers, and Referral Sources
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Basics of Successful Salesperson
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Steps of a Contact
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Techniques for Building Trust and Relationships
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Sample Needs Assessment Form
Chapter 7: Building Marketing Capability Within You Organization
Chapter 8: Internal Marketing: Creating a Customer — Oriented Culture
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Internal Marketing and External Marketing
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The Power of Exceptional Customer Service
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Steps to Developing an Internal Marketing Program
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Customer Culture Self Assessment
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Sample Guiding Values and Principles
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Internal Marketing Plan
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A-1 Market Scan-Employer Interview Guide
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B-1 Market Scan-Managed Care Organization Interview
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C-1 Market Scan - Referral Source/Physician Interview Guide
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D-1 Market Scan - Network Partner/Competitors Interview Guide 
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