Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

E-Health Marketing

E-Health Marketing
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Author(s): Muhammad F. Walji (University of Texas Dental Branch at Houston, USA), John A. Valenza (University of Texas Dental Branch at Houston, USA) and Jiajie Zhang (University of Texas School of Health Information Sciences at Houston, USA)
Copyright: 2009
Pages: 11
Source title: Patient-Centered E-Health
Source Author(s)/Editor(s): E. Vance Wilson (Arizona State University, USA)
DOI: 10.4018/978-1-60566-016-5.ch006


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In this chapter, we review key concepts, using the marketing mix framework, to identify the needs of healthcare consumers, and the tools and services that can fulfill these needs. Unlike traditional healthcare delivery, patient-centered e-health (PCEH) involves the consumer as a partner and has a number of marketing implications. A more informed understanding of PCEH will help practitioners and researchers to formulate marketing strategies that improve healthcare outcomes and are acceptable to patients.

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