A Marketer's Guide to Market Research: A Strategic Approach to Reach the Right Customers

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Take a strategic, data-driven approach to healthcare marketing

Specific to the unique needs of hospital and health system marketers, A Marketer's Guide to Market Research:A Strategic Approach to Reach the Right Customers takes a strategic, data-driven approach to healthcare marketing. The authors explore different types of research, explain the market research process, and show you how to use this data to better reach your target audiences. Best practices and case studies from the healthcare field tie it all together.

Written by respected healthcare marketing experts, A Marketer's Guide to Market Research gives you actionable information you can use today to:

• Define research goals, objectives, and expectations
• Determine the best methodology for your research project
• Develop realistic budgets for research initiatives
• Interpret and present research data effectively
• Apply research findings to your future marketing efforts

To reach customers, hospitals and healthcare systems must understand who these customers are, what they want, and how they make their decisions. But to gather meaningful and actionable information marketers must be sophisticated in their approach to market research. A Marketer's Guide to Market Research will help you do just that.

Who will benefit from this book?

Healthcare marketing professionals responsible for conducting market research, including:

• VPs of marketing, communications, and public relations
• Chief marketing officers
• Marketing directors
• Communications directors
• Marketing managers