Learning Outcomes
  By the end of this session, you will be able to ...
  • Define Marketing
  • Describe the history of evolving health care 
   marketing
                             Introduction 
      •  For anyone involved in health care during the past 10-15 
         years, the term marketing generates little emotional reaction.
      •  Yet, health care marketing a common place concept today was 
         considered novel and controversial when first introduced to 
         the industry 3 decades ago.
                            Introduction cont.,
       •   In 1975, Evanston Hospital, in Evanston, Illinois, was one of the first 
           hospitals to establish a formal marketing staff position. 
       •   Now, more than 30 years later, marketing has diffused throughout health 
           care into hospitals, group practices, rehabilitation facilities, and other 
           health care organisation.
       •   The basic elements of marketing will be central of any organisation’s 
           successful position in the marketplace.
              The Meaning of Marketing 
      •  Several views and definitions
      •  The American Marketing Association defines it as:
       “the process of planning and executing the conception, pricing, 
         promotion, and distribution of ideas, goods and services to 
         create exchanges that satisfy individual and organizational 
                                     objectives.”