At the end of the course, the student should be able to:
– Use public health data to analyze the market potential for health care products and services internationally.
– Realize the role of competition and consumer choice in shaping global healthcare markets.
– Articulate basic concepts of health systems and be able to make international comparisons.
– Apply marketing concepts to healthcare companies and organizations.
– Apply contemporary marketing techniques to improve business results for both public and private healthcare organizations.
This course will provide students with an overview of how marketing applies to healthcare goods and services that are provided in markets throughout the world. Each country has a different health system, and healthcare organizations market products and services to hospitals, doctors, pharmacies, and patients. Healthcare is a large and growing industry worldwide. Increasingly, consumers have choices over how, when, where, and how much healthcare products and services they consume, even if they do not pay for it themselves. Healthcare providers must know the needs of the markets and customers they serve, in order to make decisions about what kinds of services they should provide, where and how the services should be provided, what they should charge, and who should pay.
