Rod Sheaff

* How should marketing be carried out by publicly-funded health services? * How must conventional marketing techniques be altered for this purpose? * What lessons can be drawn from practical attempts to market healthcare to date? This comprehensive book covers all main aspects of marketing and describes how conventional marketing methods can be adapted for use in healthcare and publicly-funded systems responsible for health promotion and health service planning. Written for busy health service managers and clinical professionals, the book shows how successful marketing can be put into practice. The material is organized according to the different type of marketing task found in health systems: healthcare purchasing, health promotion, public hospital provision, primary care and consumer research. Responsive Healthcare focuses mainly on the British health system and its recent reforms, but the general themes and lessons to be learned are applicable to most health systems and the book will be of interest to health service managers and clinicians worldwide.

Marketing for a Public Service

Responsive Healthcare

Anders Örtenblad

Carina Abrahamson Löfström

Innovations in management are becoming more numerous and diverse, and are appearing in organizations providing many different kinds of products and services. The purpose of this book is to examine whether some widely-promoted examples of these management innovations – ranging from techniques such as Kaizen to styles of leadership and the management of learning – can usefully be applied to organizations which provide healthcare, and applied in different kinds of health systems. Management Innovations for Healthcare Organizations is distinctive in selecting a wide and diverse range and selection of managerial innovations to examine. No less distinctively, it makes an adaptive, critical scrutiny of these innovations. Neither evangelist nor nihilist, the book instead considers how these innovations might be adapted for the specific task of providing healthcare. Where evidence on these points is available, the book outlines that too. Consequently the book takes an international approach, with contributions from Europe, the Middle East, Australia and North America. Each contributor is an expert in the management innovation which they present. This combination of features makes the book unique.

Rod Sheaff

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