Course Code: HCM 4001
Academic Year: 2023-2024
This course covers marketing tools and strategy relevant to stakeholders including pharmaceutical and technology firms, health service providers, Health Integration Networks, insurers, public health agencies and Ministries of Health. Considerable emphasis will be placed on customizing products and targeting healthcare intervention to specific health consumer segments. The role of market analysis, research and assessment in the design of wellness programs, copayments, and accountable health care organizations will be described. Methods for engaging increasingly educated healthcare consumers will be critically evaluated and new approaches explored. Cases studies covering diverse situations will provide practice in applying, managing and evaluating market strategy.