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Social Marketing in Healthcare

Social Marketing in Healthcare

Manuel W. Mah
Copyright: © 2009 |Pages: 12
ISBN13: 9781605663562|ISBN10: 1605663565|EISBN13: 9781605663579
DOI: 10.4018/978-1-60566-356-2.ch041
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MLA

Mah, Manuel W. "Social Marketing in Healthcare." Handbook of Research on Information Technology Management and Clinical Data Administration in Healthcare, edited by Ashish N. Dwivedi, IGI Global, 2009, pp. 662-673. https://doi.org/10.4018/978-1-60566-356-2.ch041

APA

Mah, M. W. (2009). Social Marketing in Healthcare. In A. Dwivedi (Ed.), Handbook of Research on Information Technology Management and Clinical Data Administration in Healthcare (pp. 662-673). IGI Global. https://doi.org/10.4018/978-1-60566-356-2.ch041

Chicago

Mah, Manuel W. "Social Marketing in Healthcare." In Handbook of Research on Information Technology Management and Clinical Data Administration in Healthcare, edited by Ashish N. Dwivedi, 662-673. Hershey, PA: IGI Global, 2009. https://doi.org/10.4018/978-1-60566-356-2.ch041

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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.

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