The University of Toledo

SHBE 5004: Healthcare Marketing and Customer Relationship Management

This course involves analysis, evaluation, and implementation of marketing and customer relationship management (CRM) strategies within healthcare environments. It deepens practical knowledge by addressing when and how marketing and CRM techniques apply within the health sector. It is designed to cultivate skills in applying marketing and CRM tools and tactics for enhanced patient-centered care, increased patient satisfaction, and improved organizational performance.

Learning Objectives:

• Understand environmental trends that can influence the healthcare market
• Gain knowledge of the strategic marketing process in a healthcare environment
• Develop skills in applying marketing strategies and tactics to the health sector
• Understand healthcare CRM process and tools for patient-centered care
• Manage patient satisfaction and healthcare organization performance

Topics:

• Emerging Healthcare Market Landscape: marketing needs, trends and challenges
• Healthcare Strategic Marketing: strategic management process, strategic healthcare marketing, developing a marketing plan for healthcare organizations, healthcare marketing strategies and tactics
• Healthcare Customer Relationship Management (CRM): Customer Orientation and Patient-centered Care, Healthcare CRM Process, Personalized Patient Management, Healthcare CRM Tools for Patient-centered Care
• Managing Healthcare Outcome: Quality in Healthcare Management, Patient Satisfaction Measurement, Enhancing Patient Satisfaction: Approaches and Best Practices, Healthcare Organizations’ Performance Management