商品簡介
This guide to next generation healthcare marketing strategies provides detailed information on designing and implementing complex consumer relationship marketing campaigns for the pharmaceutical industry. Beginning with an overview of healthcare trends and the role of relationship marketing, the work covers such topics as situational assessment, marketing program design, analytics planning, marketing placement, metric for measuring marketing effectiveness and program maintenance and optimization. The volume includes numerous tables, figures and illustrations as well as chapter review exercises. Haimowitz is the senior vice president of The Cementbloc, a health industry advertising agency. Distributed by Ashgate. Annotation c2011 Book News, Inc., Portland, OR (booknews.com)
作者簡介
Dr Ira J. Haimowitz is Executive Vice President, Analytics and Operations, at The CementBloc, a leading health and wellness communications agency. For over 20 years, he has provided healthcare clients innovative solutions for relationship marketing, segmentation, operations, measurement, and optimization. He has also enabled clients to evaluate the return on investment of their multichannel consumer and professional advertising campaigns. Prior to joining The CementBloc, Ira was Vice President, Group Director of Insights and Optimization at Wunderman, leading a team with primary responsibility for healthcare clients. Ira has also spent 9 years on the manufacturer side as a Director and Team Leader for pharmaceutical companies Pfizer and Organon. Ira Received his Ph.D. from the Massachusetts institute of Technology in Computer Science (medical emphasis) in 1994.
