Gesundheitsmarketing

This comprehensive work explores the evolving landscape of the healthcare market, emphasizing the need for innovative marketing strategies within the pharmaceutical industry. It begins by discussing the transition to a new health market and future perspectives for pharmaceutical marketing. Key topics include the development of new business models, the importance of Customer-Relationship-Management (CRM), and the parallels between the pharmaceutical market and financial services regarding customer empowerment. The text delves into innovations management as a foundation for customer loyalty, positioning health marketing as a vital management concept. It also addresses patient relationship management and the broader health revolution, advocating for informed patients. The challenges and opportunities in healthcare communication are examined, along with the role of virtual marketing and new communication strategies. The book highlights the significance of health on the internet, illustrated through innovative health management examples, and discusses the evolving role of pharmacists. It questions the necessity of traditional pharmacies and emphasizes branding as a key innovation in the health market. Direct patient communication and online marketing ethics are addressed, as well as the importance of a connected healthcare system and the role of technology. Finally, it considers telemedicine's realities and visions, the future w