HCML 401 - Marketing in Healthcare Environment

5 CR

Previously RAIM 401.
Covers marketing in healthcare including aspects of business-to-business and business-to-customer. Topics include marketing strategies, cost benefit analysis, and assessment of success of marketing campaigns. Case studies are used to bring a contextual focus on specific departments and organizations in the global healthcare industry.

Prerequisite(s): Admission to any baccalaureate degree at Bellevue College.

Course Outcomes

Discuss the general elements and principles of marketing as they relate to various health delivery systems.
Assess the strategies and tools supporting environmental scanning and market surveys as they apply to healthcare organizations.
Examine the elements and principles of positioning, pricing, and competitive analysis in the context of healthcare organizations within the constraints of managed healthcare.
Debate ethical, legal, and health outcome issues relating to marketing and advertising in healthcare organizations and departments.
Develop marketing communication for various audiences and purposes and a range of dissemination formats (newspaper, flyer, electronic…) for healthcare organizations.
Analyze the issues and strategies in repositioning a healthcare service or product to address different market segments.
Debate how economic, psychological, and socio-cultural factors affect consumer behavior and decision processes related to healthcare organizations.

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