Course Number


Course Name

Advanced Health Marketing and Communication

Course Credits



'The success of any healthcare organization depends, in large part, on its ability to communicate persuasively, efficiently and in many different ways with key internal and external constituencies. The core course, HLTH 835, introduces and explores the changing healthcare environment and the implications for healthcare marketing and communications, how to understand consumers, the marketing process and marketing mix, and how to control and monitor marketing performance. This advanced course emphasizes strategic and tactical approaches and guides students in deepening both their understanding of healthcare marketing and their skills around market analysis, marketing planning, and the promotion of healthcare services and products. This is a course for students who want to use their critical thinking skills and creativity to analyze key aspects of current reality for healthcare organizations, identify opportunities for future growth and market advantage, and develop imaginative and bold plans for achieving desired results. Key topics include: Key topics 1.Strategy development and the strategic mind-set. 2.The critical role of market-based strategy development and marketing plans in healthcare. 3.Engaging in the key steps of marketing strategy development: a. Defining mission, vision and goals as the basis for marketing. b. Conducting internal and external assessments to identify what?s happening and why. c.Developing the strategy/action match. d. Determining marketing actions ? product, services, distribution, pricing and promotion. e. Integrating marketing plans with key planning and operational functions in a healthcare organization. f. Establishing an approval process, including guidelines for selecting among alternative marketing plans based on projected return on equity, margin, volume of sales, and return on sales. g. Establishing a monitoring and evaluation process based on such metrics as awareness and preference, organization and service image, referral sources and referrals, service volume, market share, contracts, participation in events, and return on investment. 4.Predicting the future of health needs and healthcare delivery, and identifying essential changes in philosophies and approaches to healthcare marketing and communication. This course will combine theory and practice, giving students the opportunity to apply their learning by developing marketing plans and promotional campaigns. '