Healthcare Relationship Marketing: Strategy, Design, and Measurement

Citation

Alkhateeb, F.M. and Do, M.-N. (2013), "Healthcare Relationship Marketing: Strategy, Design, and Measurement", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 7 No. 1. https://doi.org/10.1108/ijphm.2013.32407aaa.002

Healthcare Relationship Marketing: Strategy, Design, and Measurement

Healthcare Relationship Marketing: Strategy, Design, and Measurement

Article Type: Book review From: International Journal of Pharmaceutical and Healthcare Marketing, Volume 7, Issue 1

Ira J. HaimowitzGower Publishing Company2011212 pp.ISBN 978-0556-092176

Keywords: Healthcare marketing, Pharmaceutical industry, Relationship marketing

Healthcare Relationship Marketing by Ira J. Haimowitz is a hardcover book published in 2011 with the intention of providing a resource guide to design and measurement of pharmaceutical programs. Primarily aimed at individuals interested in relationship marketing, it provides a wonderful overview and offers an in-depth view on the subject. Albeit written to capture an audience already interested in relationship marketing, Haimowitz does not deter newcomers into the subject, providing extensive introductions into the basic frameworks with details explaining the design and measurement disciplines associated with relationship marketing. Briefly put, it is a worthwhile read and an ideal textbook for classes delving into course works related to pharmaceutical marketing in pharmacy schools. This book may also serve as a textbook within the Master of Business Administration (MBA) programs with concentration in pharmaceutical or healthcare. As noted by the author, while the pharmaceutical industry is the basis for this book, the concepts and principles may be applied to a multitude of disciplines not limited to healthcare. This book is valuable for those seeking knowledge in the design, measurement and different points-of-view from experts in the field of relationship marketing.

Structured and well organized, Healthcare Relationship Marketing is divided into nine chapters, and further broken down by subtopics which could be traced along the table of contents with an associated page number, an essential design feature which will prove valuable for readers seeking its use as a reference in the future. To enhance the delivery of materials in this book, figures, tables, and abbreviations are extensively used. Ingeniously enough, a list of figures, tables and abbreviations are provided in the beginning of the book to help readers locate these useful tools. Questions are presented at the end of each chapter, and solutions to those questions made available in the Appendix. At the very end of the book, an index is provided to help readers locate everything else.

Haimowitz uses the first chapter of the book to illuminate the trend and role in which relationship marketing takes place in healthcare, setting the focus and his intention for Healthcare Relationship Marketing. Chapter 2 delves into the general and specifics of relationship marketing and how these foundations apply to pharmaceuticals. “Journey of the patient” and “Physician’s journey” are two subtopics in focus throughout the chapter, diligently examining the different point-of-views progressing through the marketing channel. At the end of chapter 2, the relationship marketing process is introduced, where it becomes the topic for the next six chapters. In the order of the phases in which they appear, chapter 3 is the discovery phase; predicting trend, product lifecycle analysis, and understanding the target audience are the highlights of this chapter. Chapter 4 gives an overview of strategies for developing a healthcare relationship marketing program. Chapter 5 follows through with analytical planning for relationship marketing. Chapter 6 moves away from strategy and planning and into the execution phase. In the execution phase, decisions made in the planning and strategy phases are being realized in the market place through monitoring data. Chapter 7 builds from the previous chapter by taking a measurement of healthcare relationship marketing programs and assessing its impacts. Chapter 8 concludes the relationship marketing process by optimization of the earlier phases through adjustments. Chapter 9 provides a summary of the book and what to expect in the future.

Overall, this book is remarkably well written, insightful and organized. The strength of this book can be seen in small details such as integrated interviews from experienced working professionals to enrich its content. While Haimowitz’s aim is to make the materials in Healthcare Relationship Marketing applicable in the realm of marketing, its evident weakness is that it delivers the majority of its focus towards the pharmaceutical industry, and more specifically, its perspective is that of a drug manufacturer. While its perspective is limited and seemingly one-dimensional, Haimowitz’s work has much to offer. The book is a good read for working professionals, a body of knowledge for college students, and an arsenal of information for newcomers seeking to be well versed in the subject of Healthcare Relationship Marketing.

Fadi M. Alkhateeb and Minh-Nguyen DoUniversity of Charleston, Charleston, West Virginia, USA