Health Care Marketing

"This book provides knowledge and skills to allow readers with the ability to apply management and marketing techniques on strategic, tactical and operational aspects of organizations with emphasis on the healthcare industry presenting strategies on topics such as operations management, quality management, human resources, brand management, digital marketing, content marketing, customer experience."

Role of social media in hospital branding: insights for marketing practitioners -- Hospitals as social brands: building brands by serving society -- Branding and marketing in the pharmaceutical industry -- Pharmaceutical promotion: a literature review and research agenda -- Going for silver-senior consumers' reviews of medical tourism -- Medical tourism: analysis and expectations worldwide -- The importance of happiness and well-being experience in health: the case of vidago palace thermal spa -- Understanding the brand management and rebranding processes in specific contexts of medical tourism -- The brand NHS: undue use and its consequences -- A new customer brand engagement framework in social media: the case of beauti Portugal SEM healthcare -- Consumer decision making from a beloved brand: the aspirin case