1st Edition

Marketing for Health and Wellness Programs

ISBN 9781138980440
Published February 27, 2017 by Routledge
268 Pages

USD $54.95

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Book Description

Learn useful strategies for marketing health and wellness programs. This important new book presents a cross-section of current research and commentary on wellness and prevention issues. The 17 authors--representing 11 different institutions--are some of the most active health care consultants in the academic community. They discuss studies for hospital based programs, workplace programs, and governmental and educational institutions.

Important marketing concepts are used to segment the work into several sections. Included are chapters which help to define the actual product lines which should be grouped into wellness and prevention programs, studies that define several important market segments, and chapters on channels of distribution. This timely volume concludes with an analysis of current research efforts and directions for future research.

Marketing for Health and Wellness Programs is essential reading for hospital administrators, faculty physicians at teaching hospitals, public health professors, government health service administration employees, corporate managers and personnel administrators, insurance industry managers, independent health and wellness consultants, and staff members of health trade publications.

Table of Contents

Contents Preface

  • Introduction
  • Part I: What Is the Wellness/Prevention Product?
  • Market Evolutions in Health Care and the Emergence of Employee Wellness as a New Product Category
  • The Marketing of Dental Wellness: A Practical Guide for the Practitioner
  • Implications of Addiction Theory for Primary and Secondary Prevention Programs
  • Part II: Market Segments for Wellness and Prevention Programs
  • Mutual Support Groups to Reduce Alcohol Consumption by Pregnant Women: Marketing Implications
  • Health Consciousness, Scientific Orientation and Wellness: An Examination of the Determinants of Wellness Attitudes and Behaviors
  • The Social System Referral Sources and Prevention Referral
  • Promoting Wellness for Older Adults
  • The Adolescents: Target Markets for Prevention
  • Part III: Channels of Distribution
  • The Nature of and Case for Well-Being Companies
  • In Search of the “Well-Being” Company--1989
  • Implementing a Wellness Program in a Resource Constrained Public Institution: A Review With Commentary
  • Channel Leadership in Health Care Marketing: A Natural Role for Hospitals
  • Wellness: The Marketing of Health Promotion in America’s Heartland Hospitals
  • Evaluating the Effectiveness of Wellness Programs: Urban and Rural Hospital Experience
  • Part IV: Future Research in Wellness and Prevention
  • Surpluses and Shortages in the Study of Wellness Programs: An Assessment of the Field’s Development and Call for Academic Research

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