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Healthcare Relationship Marketing ReviewDr. Haimowitz has written a practical and indispensable handbook and reference for Relationship Marketing practitioners, managers, and newcomers. While the focus is on Relationship Marketing (RM) in the Healthcare industry, I estimate that more than half of the material is directly applicable to other industries such as Packaged Goods and Financial Services.One of the strengths of Dr. Haimowitz's book is that it assumes no prior knowledge of Relationship Marketing and therefore avoids unnecessary jargon or buzzwords. Instead, he provides an excellent, plainspoken overview of Relationship Marketing concepts, strategies, tools, and techniques while also offering specific case studies that are directly applicable in today's Healthcare environment. In particular the book includes interviews with industry experts (all with over 15 years experience). These interviews offer invaluable, first hand insight into the challenges and opportunities unique to modern Healthcare Relationship Marketing. Dr. Haimowitz has also wisely decided to focus less on cataloguing specific current RM tactics, but instead on explaining the key concepts, principles, and strategies that will remain consistent even in a rapidly changing business environment.
The overall tone is practical and analytical and the chapters on Analytics, Operations, and Measurement may indeed be the strongest. However, even the formal formulas and equations are presented and explained clearly and concisely.
In summary, this book is highly recommended as an important addition to the library of any RM professional regardless of role (e.g. Strategy, Media, Operations, or Analytics). While the case studies and tactics are focused on the Healthcare industry the RM concepts, principles, tools and techniques are broadly applicable across multiple industries.Healthcare Relationship Marketing Overview
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