IRMA-International.org: Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Social Marketing in Healthcare

Social Marketing in Healthcare
View Sample PDF
Author(s): Manuel W. Mah (University of Calgary, Canada)
Copyright: 2010
Pages: 12
Source title: Social Computing: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Subhasish Dasgupta (George Washington University, USA)
DOI: 10.4018/978-1-60566-984-7.ch078

Purchase

View Social Marketing in Healthcare on the publisher's website for pricing and purchasing information.

Abstract

Social marketing is a way to influence the behaviors of stakeholders in the healthcare system. This chapter will define the traditional transaction marketing concepts of exchange, segmentation, competition, the marketing mix, and audience orientation. Then it will describe the current paradigm shift to relationship marketing with its logic of collaboration and the cocreation of value. Relationship marketing is enhanced by the arrival of Internet-based “social media” such as blogs, file sharing sites, and social networking sites that place creativity and communication channels under “audience” control. These developments in marketing strategy and social software will profoundly affect the next generation of social marketing programs.

Related Content

Nitesh Behare, Rashmi D. Mahajan, Meenakshi Singh, Vishwanathan Iyer, Ushmita Gupta, Pritesh P. Somani. © 2024. 36 pages.
Shikha Mittal. © 2024. 21 pages.
Albérico Travassos Rosário. © 2024. 31 pages.
Carla Sofia Ribeiro Murteira, Ana Cristina Antunes. © 2024. 23 pages.
Mario Sierra Martin, Alvaro Díaz Casquero, Marina Sánchez Pérez, Bárbara Rando Rodríguez. © 2024. 17 pages.
Poornima Nair, Sunita Kumar. © 2024. 18 pages.
Neli Maria Mengalli, Antonio Aparecido Carvalho. © 2024. 16 pages.
Body Bottom