Certificate in Healthcare Marketing

The healthcare industry has shifted from volume-based care to value-based care: More than ever, healthcare organizations have to prioritize patient engagement and health outcomes. Patients have become more involved with their own health. Providers must adjust how they engage their target audience to remain relevant and ensure success — in short: They must adopt and lead in a patient-centric approach.

Program Outline

The Certificate in Healthcare Marketing was designed to equip healthcare professionals with key marketing concepts, tools, and case studies so they can transform patient interactions into positive customer experiences. Developed in collaboration with the Pepperdine Graziadio Business School and with industry experts, the courses are specifically developed for medical marketing and healthcare marketing, which is unlike marketing in any other field, as the strategies are impacting consumer’s health.

The Certificate in Healthcare Marketing provides industry professionals with the skills to move their organization towards a new healthcare paradigm with a customer-centric approach. It will advance students’ intellectual and professional skills in key marketing areas such as marketing strategies and insights, segmentation and targeting, brand development, customer loyalty, and marketing mix strategy.

Curriculum

In nine weeks, the certificate covers the following topics in a context of healthcare marketing and medical marketing:

    Unit 1: Introduction to Healthcare Marketing
    Unit 2: Marketing Insights
    Unit 3: Customer Assessment
    Unit 4: Marketing Segmentation and Targeting
    Unit 5: Brand Development
    Unit 6: Creating Value — Product, Service, and Pricing Strategy
    Unit 7: Delivering Customer Value Through Distribution
    Unit 8: Communicating Value-Promotional Strategy and Customer Loyalty
    Unit 9: Monitoring the Plan

Upon completion of this nine-week online medical marketing course, graduates will be able to:

    Assess the effectiveness of a healthcare marketing plan
    Interpret and present relevant data (quantitative and qualitative) to support marketing recommendations and decisions
    Create viable, executable marketing strategies and tactics for a healthcare organization

Tuition - $2,995

Duration - 9 weeks