Health Sector Marketing
GSM HM 833
This elective provides an in-depth understanding of health sector marketing in the for-profit and not-for-profit sectors for both products and services (hospital, managed care and health services of all types, life sciences, pharma and biotech, medical devices, medical software, and so on). The course explores how the tools of marketing (e.g., consumer behavior, pricing, promotion, channels, branding, segmentation, etc.) can be employed in the rapidly changing health sector with particular attention to changing organizational structures, financing, technologies, market demands, laws, channels of distribution, on-line applications, and regulations which require new approaches to marketing. Topics to be addressed include marketing to physicians, DTC (Direct-to-Consumer) Marketing, new product development particularly for pharmaceuticals and medical devices, adoption of medical and service innovations, typical decision making units in the health sector, and social marketing. (The course is still in development so there will likely be more topics added.) The course will have you keep in mind always while making marketing decisions that medicine, in the purest sense, is a profession with an intellectual discipline, a tradition of service, and an ethical code of conduct, and that service to the patient, as individuals and in the aggregate, is foremost in marketing decision making.
SPRG 2015 Schedule
|F1||King||SMG 408||M 6:00 pm-9:00 pm|