Healthcare Marketing and Patient Engagement Strategies

Abstract

The healthcare landscape is rapidly evolving, placing increasing emphasis on patient-centric care and integrating marketing strategies to boost patient engagement. This chapter explores the concept of healthcare marketing, detailing the elements of the marketing mix: product, price, place, promotion, people, physical evidence, and process. It highlights the shifts occurring in healthcare, the transformative role of technologies, the importance of patient engagement, and the common strategies used to achieve it. Additionally, the chapter delves into various marketing techniques and patient engagement strategies that healthcare organizations employ to promote wellness, improve patient outcomes, and build lasting relationships with patients.