Healthcare Marketing In the New Health Care Environment ACA

Duration: 90 Minutes
Instructor: Frederick J. Wenzel
Webinar Id: 800462


One Attendee


Marketing in healthcare has similarities and differences to marketing in other sectors of the economy. By definition it is the analysis, planning, implementation and control of carefully formulated programs designed to bring about voluntary exchanges of values with target markets for the purpose of achieving organizational goals.

It relies heavily on designing the organization's offerings in terms of the target markets needs and desires and on using effective pricing, communications and distribution to inform, motivate and service the markets. The general objectives of this program will be to outline the fundamental principles generalizations and theories of healthcare marketing, learn to apply these principles to improve thinking, problem solving and decision decision-making through market planning. The program will provide the audience with specific skills, competencies and points of view needed by professionals in the field of healthcare.

The program will cover the various stages of marketing evolution beginning in the 1950s at which time it was recognized that there was a need for understanding the needs and wants of the target populations served. That was followed by product differentiation and an understanding of the consumer mentality. Finally health care has recognized the need to understand the customer driven approach as organizations and healthcare along with the rest of the country moved from an industrial to a service economy.

Areas Covered in the Session:

  • Brief history of healthcare marketing
  • Marketing in healthcare versus other businesses and industries by definition
  • The 4P's of marketing
  • Healthcare organizations and a marketing orientation
  • Marketing competencies within organizations
  • Basic marketing concepts
  • Marketing research, planning, implementation, promotion and evaluation
  • Defining markets and market assessment-segmentation
  • Market demand and market strategies
  • Emerging marketing techniques

Who Will Benefit:
  • Physicians
  • Chief Executive Officers
  • Chief Operating Officers
  • Marketing Directors
  • Frontline Managers
  • Planning Staff
  • Physician Organizations
  • Hospitals in Hospital Systems
  • Pharmaceutical Firms
  • Device Industry
  • Insurance Companies

Speaker Profile
Frederick J. Wenzel MBA, FACMPE is Executive Fellow and Adjunct Professor at the Opus College of Business at the University of St. Thomas. (1996-to date) He holds a Visiting Professor appointment in Marketing at the Graduate School of Business of the University of Colorado. He is a graduate of the University of Wisconsin and the Graduate School of Business of the University of Chicago.

He served as Executive Director of the Marshfield Clinic Research and Education Foundation for sixteen years and then Executive Director of the Marshfield Clinic for seventeen years. He now serves on the Clinic's National Advisory Council and is Advisor to the President of the Clinic. He was Executive Vice President and CEO of the Medical Group Management Association of Englewood Colorado from 1993-1996 and continues to work with that organization on committees and task forces. He served on the Commission for Accreditation for Health management Education where he completed two years as chair of the Commission. He also serves on the Boards of The Marshfield Clinic Health System (Marshfield Wisconsin), University of Wisconsin Medical Foundation (Madison WI), Health Quality Partners Doylestown PA, and Fairview Physician Associates Minneapolis MN. He is on the Editorial Board of Medical Practice Management.

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