MD – 112 Health Care Marketing

The move towards more participation of the private sector in providing health care services is inevitable. The question that faces health care providers and investors alike is: “How can we identify opportunities in the complex market of the health care business?” The answer to this vital question lies within the concepts of health care marketing.

This course explain the basic principles and objectives of health care marketing. It reviews the internal and external factors related to marketing. It presents discussions of cost control, hospital choices, market segmentation, ethics in marketing and consumer expectations. The course describes various marketing tools, marketing research, cost and pricing of services and service development. It also explains some important issues in marketing such as audit, marketing planning and strategies to deal with competitors