Feb 8, 2011
New Book and Special Discount
Very exciting! After over a year of researching, writing, editing, proofreading, and the patient support of so many, we are just one month away until the new book is available. Printed books to be out early March; E-books in April.
Whether you are a practitioner of CRM or PRM, a healthcare marketer, or a university instructor, there should be something in this book for you. It is intended as both a course and a reference that pulls it all together in Healthcare RM.
Come talk to me with any questions or interest. This author would be happy to give a guest lecture as well.
Pre-orders can be made now, and below is a special 35% off discount offer valid through March 31st:
Discount 35% off new book Healthcare Relationship Marketing at Gower Press website Enter code G1DLT35 at checkout
Book description below:
Healthcare Relationship Marketing: Strategy, Design and Measurement
Ira J. Haimowitz, Ph.D
In recent years there have been dramatic changes in the pharmaceutical promotional landscape, affecting both consumers and healthcare professionals. One consequence of these dynamics is the need for pharmaceutical companies to plan new kinds of dialogue and relationships with their stakeholders. The evolution has been from mass-channel "push" marketing to two-way, multi-channel relationship marketing. Targeted Emails, webinars, mobile messages, and social networks are expanding in usage.
This book is a practical overview and resource guide for the design and measurement of pharmaceutical relationship marketing (RM) programs. There are descriptions of each aspect of pharmaceutical RM design and measurement, including a running case study with follow-up exercises. The author has also conducted interviews from several pharmaceutical marketing industry experts, each having 15 years or more of working healthcare RM knowledge, and each speaking on their specific specialities.
For newcomers to healthcare marketing, this book can serve as a foundation and introduction that provides framework, details, and examples of both relationship marketing designs and associated measurement disciplines. Healthcare Relationship Marketing will also be valuable to readers currently working in pharmaceutical marketing or sales who may not have exposure to the particular disciplines of relationship marketing and direct response measurement and optimization. Even for the experienced practitioner this will serve as a convenient reference that pulls together all of the program components and measurement frameworks within a single book. This book may also serve as a textbook within a university course in marketing, or a pharmaceutical business program.
Contents: Preface; Healthcare trends and relationship marketing's role; Foundations of relationship marketing; Discovery: situation assessment; Strategy: planning the relationship marketing program; Analytics planning for relationship marketing; Execution: placing in the marketplace; Measurement of healthcare relationship marketing programs; Optimization and the new cycle; Conclusions and the future; Appendix; Bibliography; Index.