Marketing Health Care Into the Twenty-First Century

Marketing Health Care Into the Twenty-First Century explores recent and anticipated changes and trends—legislative, economic, organization, clinical, and operational—from a strategic marketing perspective. Author Alan K. Vitberg, a respected consultant in health care marketing, takes an unabashedly strong, direct, and aggressive perspective on these trends, maintaining that a state of war exists in the health care industry; a war that will only increase in fervor and intensity as organizations fight for survival and their share of hundreds of billions of dollars spent in America on health care.