Hitting the Right Nerve: Marketing Health Services

By Barbara Alpern Lehman and Barbara Bellman

Create Smarter Marketing To Women Sharpen your marketing skills to reach your most influential healthcare buyer. Increase your effectiveness and your understanding of the complex women's market: ... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 0595202721
• ISBN13: 9780595202720
• Release Date: January 2002
• Publisher: iUniverse
• Length: 256 Pages
• Weight: 0.84 lbs.
• Dimensions: 0.7" x 5.9" x 9.1"

Customer Reviews

A Must Read for Healthcare Marketers

Last week, on a flight to Boston, I read Barbara Lehman's Hitting the Right Nerve. The text is about marketing health services to women. To some extent, Barbara Lehman was a pioneer in healthcare marketing when she published her 1987 text, Reaching Women: The Way To Go In Marketing Health Care Services. Having read her first book more than a decade ago, I was excited to read her latest thoughts on the subject. Hitting the Right Nerve did not disappoint. It is an easy read and one of the best texts I've encountered on marketing healthcare services to women. But Lehman doesn't stop with women; she also addresses how men's attitudes toward healthcare are changing, particularly when it comes to "vanity, virility and vitality." According to Lehman, " They (men) might not make that appointment for the cardiologist, but when their essential manhood is affected, they often make the first call." (Hitting the Right Nerve. P. 82) Lehman also covers communicating with specialty markets including women of different ethnic backgrounds, women from different age groups, and women who are obese. "Marketing to women of certain ages, ethnic backgrounds, and size is a test of how well you understand your audiences. Seniors are not created equal, baby boomers are changing the face of age and their expectations for the healthcare they and their families receive, and how we live our later years is now more a matter of choice." (Hitting the Right Nerve, p. 23) A lot of what you read in this book will confirm what you already know, but you'll also find insights that may well impact your next advertising campaign. If you`ve got three or four hours to kill on an airplane or in an airport, I recommend taking along a copy of Hitting the Right Nerve.