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): Acceptance to the program or permission of instructor.

Course Outcomes
After completing this class, students should be able to: 1. Discuss the general elements and principles of marketing as they relate to various health delivery systems 2. Assess the strategies and tools supporting environmental scanning and market surveys as they apply to healthcare organizations 3. Examine the elements and principles of positioning, pricing and competitive analysis in the context of healthcare organizations within the constraints of managed health care 4. Debate ethical, legal, health outcome issues relating to marketing and advertising in healthcare organizations and departments 5. Develop marketing communication for a variety of audiences and purposes, and for a range of dissemination formats (newspaper, flyer, electronic…) for healthcare organizations 6. Analyze the issues and strategies in repositioning a healthcare service or product to address different market segments 7. Debate how economic, psychological, and socio-cultural factors affect consumer behavior and the consumer decision process as they relate to healthcare organizations

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