Healthcare Marketing (in English)

  • Credits: 4
  • Ending: Examination
  • Range: 2C
  • Semester: summer
  • Year: 2
  • Faculty of Commerce

Teachers

Included in study programs

Marketing and Trade Management

Teaching results

By completing the course, students will gain knowledge about the specifics of marketing and marketing management in medical facilities. These specifics are mainly given by the function of health care, its primary effort to help other people, the effort to save lives, to improve the quality of life. During the semester, students will get acquainted not only with the theoretical basis of health economics. They get to know the specifics of marketing and marketing management in pharmacy and medical facilities.
After completing the course, graduates will acquire marketing management skills with knowledge of the specifics of marketing planning and implementation of strategies in the provision of health services. The acquired knowledge and skills of marketing management of health care will be able to apply in specific areas of health care provision.
The graduate of the course will be able to understand the process of marketing management in medical facilities with the possibility of application in specific areas of health care provision. They will learn to use complex solutions of several modern marketing concepts and procedures in health services with an emphasis on improving the customer / patient experience.

Indicative content

Introduction to healthcare marketing. Health services as an economic good. Health economics and healthcare economics. Pharmaceutical marketing . Specifics of pharmaceutical marketing. Case studies and practical examples. The essence and specifics of healthcare marketing . Development of healthcare marketing . Marketing trends in healthcare. The process of forming a marketing strategy in healthcare. Marketing information system in healthcare. Market segmentation in healthcare marketing. Healthcare consumers. Customer / patient and understanding his behavior. Customer / patient attitudes influencing healthcare marketing. Marketing mix in healthcare. Creating a marketing mix of medical equipment. Specifics of marketing communication in healthcare. Digital marketing in healthcare. Marketing management of medical facilities. Implementation of marketing and control of marketing activities of medical facilities. Social marketing. Perception of the value of health from perspective of the consumer / client. Applied health care marketing. Marketing of wellness, spa and public health.

Support literature

1. Gunawardane, G.. 2020. Modern Health Care Marketing. World Scientific Publishing Co
2. Thomas, R. K.. 2020. Marketing Health Services. Chicago: Health Administration Press
3. Wooldridge, B. R., Kerri M Camp. 2018. Healthcare Marketing. Cognella. Inc.
4. Berkowitz, E.N.,2022. Essentials of Health Care Marketing. 4th Edition

Syllabus

1. HEALTH basic concepts and its determinants. Basic principles of health economics. 2. HEALTH SERVICES as an economic good. Demand and supply in health care. Macroeconomic framework for health care. Health economics and healthcare economics. Public health and quality of life. 3. PHARMACEUTICAL MARKETING. Macroenvironment of pharmaceutical industry. Specifics of marketing in pharmaceutical industry. Application of marketing tools and procedures in pharmaceutical industry. Over-the-counter drugs and pharmaceuticals. 4. CASE STUDIES and practical examples for marketing in pharmaceutical industry. 5. HEALTHCARE AS A PART OF MARKETING SERVICES. The essence and specifics of marketing in healthcare. Healthcare marketing and its development. Marketing trends in healthcare. 6. THE PROCESS OF FORMING A MARKETING STRATEGY IN HEALTHCARE. Marketing analysis. Marketing information system in healthcare. Market segmentation in healthcare marketing. 7. CONSUMERS OF HEALTHCARE. Understanding the characteristics of the customer / patient, his behavior and attitudes influencing the healthcare marketing. 8. MARKETING MIX IN HEALTHCARE. Creating a marketing mix of medical equipment. Marketing mix tools. Planning a marketing strategy in the field of healthcare for each segment. 9. MARKETING COMMUNICATION IN MEDICAL FACILITIES. Specifics of the communication mix in healthcare. Planning the communication strategy of the medical facility. 10. DIGITAL MARKETING IN HEALTHCARE. Specifics of digital marketing in healthcare. Integration of digital technologies into the marketing of modern healthcare. 11. MARKETING MANAGEMENT OF MEDICAL FACILITIES. Employee involvement and internal marketing in healthcare marketing. Marketing implementation. The impact of marketing strategies on the quality of health services on the part of providers. Control of marketing activities in a medical facility. 12. SOCIAL MARKETING its role in creating socially desirable behavior in the field of public health. Current perception of the value of health on the part of the consumer / client. 13. APPLIED MARKETING OF HEALTH CARE IN SPECIFIC AREAS such as public health, spa, wellness, etc.

Requirements to complete the course

40% continuous semester assessment
60 % oral exam

Student workload

Workload: 104 hours
Attendance at seminars: 26 hours
Preparation for seminars: 17 hours
Preparation for the exam: 61 hours

Language whose command is required to complete the course

English

Date of approval: 06.03.2024

Date of the latest change: 22.05.2022