Marketing for health services : a framework for communications, evaluation, and total quality management

著者

書誌事項

Marketing for health services : a framework for communications, evaluation, and total quality management

Rod Sheaff

Open University Press, c1991

  • : pbk

大学図書館所蔵 件 / 全4件

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注記

Includes bibliographical references and index

内容説明・目次

内容説明

Recent government reforms of the National Health Service have focused attention on the concept of the NHS as a business operating through "internal markets" leading the NHS to adopt business and commercial practices - including marketing. This book introduces the principles of marketing in the NHS, explaining the differences and similarities between NHS and orthodox commercial marketing. Whilst NHS marketing does provide a means for "selling" NHS services to consumers, the book shows that it involves much more, explaining how accreditation, clinical audit, communications, insectoral planning, health promotion and quality assurance can be developed and co-ordinated through NHS marketing activity. The book relates all these activities to service contracting and shows how NHS marketing differs for Health Authorities, Self-Governing Trusts and directly-managed NHS services. Many of the issues explained by the book are also relevant to other welfare services provided free at the point of use or through an "internal market", such as local authority social services. The book will also be of interest to health service professionals, managers and students of health policy, management and marketing.

目次

  • Part 1 Marketing - the commercial prototype: marketing reaches the NHS
  • marketing policy and objectives
  • assessing consumer demands through market research
  • producing a marketing mix
  • implementing the marketing strategy
  • what is marketing? Part 2 Can marketing apply to the NHS? and should it?: objections to marketing
  • the objections assessed. Part 3 Marketing NHS healthcare - objective setting through market research: practical preliminaries
  • "business" planning in the NHS
  • setting service quality specifications through evaluation and market research
  • specifying clinical outcomes. Part 4 Market research in the NHS: market research as a decision support technique
  • developing market reserch instruments
  • carrying out market research
  • the market research infrastructure. Part 5 NHS marketing mix: product mix decisions - core services and service contracts
  • promotions - deciding the communication strategy
  • communications - messages and media. Part 6 Service design and tracking: service design and organization
  • service design
  • tracking. Part 7 NHS marketing experience - an assessment: NHS practice - objective setting, planning and quality specifications
  • NHS market research
  • NHS practice - implementing the marketing mix
  • a health policy postscript.

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