Health Communication and Marketing

Learn how to get the right message to the right audience in the right way.

“Information overload.” It’s the most challenging aspect of every marketing effort, including health care. The marketing message must cut through complexity to be effective. PBHL 6201 Marketing of Public Health explores the use of marketing in health care and examines how marketing influences the quality, affordability and delivery of health care services within our hospitals, clinics and other provider entities.

In this course, you’ll learn the fundamentals of marketing. You’ll discover how to conduct market research and how to create a marketing plan. You’ll explore various communication vehicles, including social media, e-marketing, direct marketing, personal selling, publicity, special events and advertising (paid and sponsored).

Utilizing Employees as Ambassadors of Your Brand.

In any branding campaign, employees are ambassadors of a health care brand. With the right materials, they will be able to discuss your organization in every situation and serve as your representatives.

What You’ll Learn in PBHL 6201

This course explores concepts of marketing theory, planning, strategy, research and implementation of marketing plans.

You will learn quantitative and qualitative methods of information gathering to help assess potential demand for services. You’ll also learn the value of a SWOT analysis (an initialism for strengths, weaknesses, opportunities and threats), the importance of timing and targeting and the need to measure success.

You’ll explore the marketing message, studying different styles of communication. Internal marketing to members of the company’s workforce will also be discussed.

Course Topics

Throughout this course, weekly topics may include but are not limited to:

• What is Health Care Marketing?
• Health Care Service Design and Information Management
• Marketing Planning
• Marketing Communication and Promotion
• Internal Marketing
• Marketing Management

Course Learning Outcomes

Upon completion of PBHL 6201 Health Communication and Marketing you will be able to:

• Apply the basic concepts and principles of marketing to organizations involved in health care services.
• Assess the steps in the marketing planning process as a foundation for strategic planning.
• Analyze both internal and external marketing information in order to create solid marketing action plans.
• Explore the personal, social and ethical aspects of marketing within the health services context.

Request More Information

To learn more about the online Master of Public Health curriculum from Benedictine University, including Marketing of Public Health, call (866) 295-3104 to speak with a program manager or request more information.

Programs that include this course