Essentials of Health Care Marketing

Essentials of Health Care Marketing, 5th Edition, authored by Eric N. Berkowitz and published by Jones & Bartlett Learning, is a 600-page textbook on health care marketing practices. The volume introduces health care administration students to strategic promotion methods and institutional communications within the health services sector.

This fifth edition introduces a dedicated chapter on Marketing in the Digital Age to reflect evolving communication channels. Specific instructional sections examine over-the-top (OTT) advertising distribution models, highlighting consumer platforms such as Apple TV and Roku. The text also explores economic structures, including price transparency standards and value-based payment models, that shape institutional choices.

To support practical instruction, the textbook incorporates sixteen new cases highlighting topics such as COVID-19, patient portals, and health care organizational culture. These realistic analytical scenarios offer health care administration students material to evaluate real-world administrative operations across diverse sector settings.