This class exists in these courses :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS

Prerequisites

Basic knowledge of international business concepts.

Learning outcomes

At the end of the course, the student should be able to:
Use public health data to analyze the market potential for health care products and services internationally.
Realize the role of competition and consumer choice in shaping global healthcare markets.
Articulate basic concepts of health systems and be able to make international comparisons.
Apply marketing concepts to healthcare companies and organizations.
Apply contemporary marketing techniques to improve business results for both public and private healthcare organizations.

Course description

This course will provide students with an overview of how marketing applies to healthcare goods and services that are provided in markets throughout the world. Each country has a different health system, and healthcare organizations market products and services to hospitals, doctors, pharmacies, and patients. Healthcare is a large and growing industry worldwide. Increasingly, consumers have choices over how, when, where, and how much healthcare products and services they consume, even if they do not pay for it themselves. Healthcare providers must know the needs of the markets and customers they serve, in order to make decisions about what kinds of services they should provide, where and how the services should be provided, what they should charge, and who should pay.

Class type

Class structure

Teaching methods

• Case study
• E-learning
• Presentation
• Project work
• Research

Assessment

Two (2) projects, one presentation per student, class participation, and final exam. Assessment will be done by the instructor.

Recommended reading

• Dash, P, & Meredith, D. (2010). When and how provider competition can improve health care delivery. McKinsey Quarterly. -

• Lunt, et al. (2014). Market size, market share and market strategy: Three myths of medical tourism. Policy & Politics, 42 (4): 597-614. -

• Eliades, Retterath, Hueltenschmidt and Singh. Healthcare 2020. Bain et Compagnie. -

• Rosenthal, E. (2013). “The Growing Popularity of Having Surgery Overseas.” New York Times. Access at: http://www.nytimes.com/2013/08/07/us/the-growing-popularity-of-having-surgery-overseas.html -

• Delnoi, J (2009), ”Measuring Patient Experiences in Europe” European Journal of Public Health, 19 (4), 354-356. -

• MacDonald, C. (2014). Hospitals embrace social media, but have yet to realize its full benefits. Fierce Healthcare (thhp://www.fiercehealthcare.com) -