HEALTHCARE RELATIONSHIP MARKETING: STRATEGY, DESIGN, AND MEASUREMENT

Book ID/图书代码： 05230011B51377

English Summary/英文概要： In recent years there have been dramatic changes in the pharmaceutical promotional landscape, affecting both consumers and healthcare professionals. One consequence of these dynamics is the need for pharmaceutical companies to plan new kinds of dialogue and relationships with their stakeholders.

The evolution has been from mass-channel push’ marketing to two-way, multi-channel relationship marketing. Targeted Emails, webinars, mobile messages, and social networks are expanding in usage.

This book is a practical overview and resource guide for the design and measurement of pharmaceutical relationship marketing (RM) programs.

There are descriptions of each aspect of pharmaceutical RM design and measurement, including a running case study with follow-up exercises.

The author has also conducted interviews from several pharmaceutical marketing industry experts, each having 15 years or more of working healthcare RM knowledge, and each speaking on their specific specialities.

For newcomers to healthcare marketing, this book can serve as a foundation and introduction that provides framework, details, and examples of both relationship marketing designs and associated measurement disciplines.

Healthcare Relationship Marketing will also be valuable to readers currently working in pharmaceutical marketing or sales who may not have exposure to the particular disciplines of relationship marketing and direct response measurement and optimization.

Even for the experienced practitioner this will serve as a convenient reference that pulls together all of the program components and measurement frameworks within a single book.

This book may also serve as a textbook within a university course in marketing, or a pharmaceutical business program.

Chinese Summary/中文概要： 近年来，医药宣传背景已经发生了重大变化，影响着消费者和医护人员。这些变化的一个后果是制药企业需要计划与股东新对话和关系。

已经从大通道推送营销转向双向，多渠道的关系营销。有针对性的电子邮件，在线研讨会，手机短信，和社会网络被广泛应用。

本书是一本医药业关系营销方案设计和评估的实用概论和资源指南。

包含医药业关系营销方案设计和评估各个方面的说明，包括运行案例研究与后续练习。

作者还采访了几个医药行业营销专家进，每个专家都有15年或以上医药行业营销工作经验和知识，并在其所擅长的领域发表观点。

对医疗业营销的新手而言，这本书可以作为一个基础和入门，提供了关系营销设计和相关测量学科的框架，细节和例子。

本书对那些正在从事医疗业营销和推广工作的人，也很有价值，他们可能没有接触到关系营销的这一特殊学科，直接进行评估和优化。

即使对于经验丰富的从业者，本书将作为一本，把所有方案成分和测量框架结合起来的方便参考书。

本书也可作为大学市场营销或医药商业计划课程的教科书。(LNL)

Awards/获奖情况：“Haimowitz博士在医疗保健的市场营销和研究领域做了出色贡献。在这本书中，他给我们带来了他丰富的行业经验和知识，以及实际和现实的例子。它是任何想从事医疗保健市场营销和市场调研的教育工作者和学生或把关系营销作为企业战略成功基石的所有人的必读物”—— Thani Jambulingam博士，药学和医疗市场营销教授，Erivan光豪布商学院，圣约瑟夫大学，美国
’Dr Haimowitz has done a wonderful contribution to the field of health care marketing and research. In this book he brings his wealth of industry experience and knowledge into academic focus with practical and realistic examples. It is a “must have” for educators and students of health care marketing and marketing research or anyone who would consider relationship based marketing as the cornerstone for successful corporate strategy in healthcare.’---Dr Thani Jambulingam, Professor of Pharmaceutical and Healthcare Marketing, Erivan K. Haub School of Business, Saint Joseph’s University, USA

’Dr Haimowitz has written a practical and indispensable handbook and reference for Relationship Marketing practitioners, managers, and newcomers…an excellent, plainspoken overview of Relationship Marketing concepts, strategies, tools, and techniques while also offering specific case studies that are directly applicable in today’s Healthcare environment. In particular the book includes interviews with industry experts (all with over 15 years experience). These interviews offer invaluable, first hand insight into the challenges and opportunities unique to modern Healthcare Relationship Marketing. …In summary, this book is highly recommended as an important addition to the library of any RM professional regardless of role (e.g. Strategy, Media, Operations, or Analytics). While the case studies and tactics are focused on the Healthcare industry the RM concepts, principles, tools and techniques are broadly applicable across multiple industries.’---Zaheer Benjamin, Director, Financial Planning, Phoenix Suns (via Amazon.com)

About the Author/作者介绍： 在CementBloc，这个领先的医疗和保健广告公司，Ira J. Haimowitz博士是执行副总裁，分析师和运营师。20多年来，他为医疗保健客户关系营销，细分，运营，评估和优化提供创新的解决方案。
Dr Ira J. Haimowitz is Executive Vice President, Analytics and Operations, at The CementBloc, a leading health and wellness communications agency. For over 20 years, he has provided healthcare clients innovative solutions for relationship marketing, segmentation, operations, measurement, and optimization.

Format:HARDCOVER

Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE

Complex/Traditional Chinese/繁体中文：AVAILABLE

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