Marketing Health Services provides a foundational understanding of the specialized field of healthcare marketing. It delves into the complexities of healthcare markets, explains both traditional and modern marketing techniques geared to healthcare use, and offers guidance on the implementation and evaluation of marketing initiatives. This fifth edition reflects the impact of the COVID-19 pandemic and the momentum it has provided for emerging developments in healthcare, including pay-for-performance, population health management, and telehealth. In addition to updated statistics and new sidebars, this edition includes new and expanded coverage of the behavior patterns of healthcare consumers, sources of information for healthcare consumers, social media as a vital communication and marketing tool, the growing number of resources available to healthcare marketers, and more.

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