Winning in the Women's Health Care Marketplace: A Comprehensive Plan for Health Care Strategists / Edition 1

by Genie James

Overview

Overwhelmingly, women are responsible for deciding how America's health care dollars are spent. If health care providers are to succeed in the coming years, they must meet the challenge of satisfying the needs of this powerful market. Written by an exceptional panel of experts in women's health, Winning in the Women's Health Care Marketplace synthesizes the nation's best strategies and practices for creating a health program that will capture the attention and loyalty of the emerging women's market.

Product Details

ISBN-13:	9780787944445
Publisher:	Wiley
Publication date:	01/12/2000
Pages:	296
Product dimensions:	6.34(w) x 9.47(h) x 0.95(d)

About the Author

GENIE JAMES is a strategic business development consultant in Nashville, Tennessee. James was formerly Executive Vice President of Managed Care and Marketing for PrinipalCare, Inc. and a Director of the Integration Services Group for Quorum Health Resources, LLC. She is the author of Making Managed Care Work.

Table of Contents

Preface xi

Acknowledgements xv

The Author xix

Part One: The Health Care Gatekeepers: Women Hold the Keys 1

1 Understanding the Women’s Health Marketplace 3
John Kaszuba

2 The Women’s Health Movement 24
Genie James

3 Consumer Pressure Meets Public Policy 34
Genie James

4 Following Women’s Dollars 46
Genie James

5 Adapting Product Lines and Information Technology for the Consumer 55
Genie James

Part Two: Women’s Health Care: Mission, Managed Care, and Market Share 67

6 Success Factors for Providers of Women’s Health Services 69
Kathleen C. Hanold

7 Private Sectors and the Women’s Health Market 77
Rita J. Menitoff

8 Integrated Systems of Care for Women’s Health 88
Jaynelle F. Stichler

9 The Social Reconnaissance Approach for Understanding Women’s Health 111
Michael R. J. Felix, James N. Burdine

10 The Underserved Women as a Business Consideration 134
Genie James, Stacy A. Graham, Laura J. Reed

11 Getting the Most from Each Marketing Dollar 158
Genie James

Part Three: The Hands Touching the Patients: Models for Care 169

12 Physician Integration: When to Partner 171
Jeffrey B. Persson

13 Practicing Care: The Nurse Practitioner Model 185
Jeffrey B. Persson

14 Employer Strategies: Women in the Workforce 195
Genie James, Holly E. Owens

15 Creating Healing Environments for Women 207
Jaynelle F. Stichler

16 Women’s Health as a Strategic Initiative 218
Genie James, C. Ann Boeke

17 Medicare Risk: Evolution and Implications for Women 226
Kimberly Weiss

18 Relationship-Centered Care: Hope on the Horizon 246
Genie James

19 Conclusion 258
Genie James

Index 263

Editorial Reviews

Reviewer: Deborah Kwolek, MD (University of Kentucky)
Description: This timely publication is a handbook and resource guide to current market trends impacting healthcare for top administrators, directors of women's health programs and marketing personnel. The editor argues these trends make this is an optimal time for concentrating on women's health as a business priority.
Purpose: The objective is to provide a systematic approach for creating a powerful health program to gain the attention and loyalty of women's healthcare consumers. This book will be of particular interest to physician-executives and health administrators charged with developing a women's clinical program. Examples of successful clinical models are used and business experts provide strategic insights as contributors.
Audience: This book is clearly intended for health administrators such as hospital CEO's and health plan administrators. The editor and contributors are business strategists and not physicians. Although the information in this book is accurate and needed, physicians may be frustrated in their lack of ability to follow the recommendations due to power and financial constraints. The editor is clearly a credible authority on the business of healthcare, but at the multi-million dollar budget level.
Features: The book is divided into three sections. The first is an overview of consumer and legislative trends in the past decade which have thrust women's health into the spotlight as an area for marketing emphasis. The editor describes thoroughly the importance of women consumers as powerful market forces in demanding specialized women's health services beyond reproductive care. In Part Two she outlines strategies for public health and community input at the regional or state level, including community and political partnerships. Part Three is a description of models for care which will be of interest to women's care providers, especially the chapters on the pros and cons of integrating nurse practitioners into a practice, and creating a healing environment in the medical office.
Assessment: This book contains valuable business information to healthcare business executives, hospital top administrators, and other healthcare organizations interested in marketing services to women consumers. Physicians who are medical directors of women's health centers will find this a handbook of strategic indicators and modules of care which will serve as a compass for planning services to women. The majority of physicians interested in women's healthcare, however, will find this book to be too concerned with health mega systems to be useful in their individual practices.

Doody's Review Service

"this book contains valuable business information to healthcare business executives, hospital top administrators, and other healthcare organizations interested in marketing services to women consumers. Physicians who are medical directors of women's health centers will find this a handbook of strategic indicators and modules of care which will serve as a compass for planning services to women." ——Doody Publishing, Inc.

"With this book Genie James-the most knowledgeable woman in the country on women's health-has hit another home run!" —Pamela Maraldo, Director of Managed Care Programs and joint appointment with the School of Nursing and Business, Columbia University, New York

"The next 'big thing' in health care will be the individual health care consumer. This book is written for those that want to understand and tap into the tremandous power of the female consumer. Genie James gets this revolution just right, offering a useful guide for anyone entering this marketplace." —Edward O'Neil, Center for the Health Professions, University of California, San Francisco

"Winning in the Women's Health Care Marketplace offers readers an exceptional return on their investment. Health care leaders, decision makers, and strategists will recognize the value of integrating women's health services into existing health systems." —Elizabeth Reich, president, National Association for Women's Health

From the Publisher

3 Stars from Doody

This timely publication is a handbook and resource guide to current market trends impacting healthcare for top administrators, directors of women's health programs and marketing personnel. The editor argues these trends make this is an optimal time for concentrating on women's health as a business priority. The objective is to provide a systematic approach for creating a powerful health program to gain the attention and loyalty of women's healthcare consumers. This book will be of particular interest to physician-executives and health administrators charged with developing a women's clinical program. Examples of successful clinical models are used and business experts provide strategic insights as contributors. This book is clearly intended for health administrators such as hospital CEO's and health plan administrators. The editor and contributors are business strategists and not physicians. Although the information in this book is accurate and needed, physicians may be frustrated in their lack of ability to follow the recommendations due to power and financial constraints. The editor is clearly a credible authority on the business of healthcare, but at the multi-million dollar budget level. The book is divided into three sections. The first is an overview of consumer and legislative trends in the past decade which have thrust women's health into the spotlight as an area for marketing emphasis. The editor describes thoroughly the importance of women consumers as powerful market forces in demanding specialized women's health services beyond reproductive care. In Part Two she outlines strategies for public health and community input at the regional or state level, includingcommunity and political partnerships. Part Three is a description of models for care which will be of interest to women's care providers, especially the chapters on the pros and cons of integrating nurse practitioners into a practice, and creating a healing environment in the medical office. This book contains valuable business information to healthcare business executives, hospital top administrators, and other healthcare organizations interested in marketing services to women consumers. Physicians who are medical directors of women's health centers will find this a handbook of strategic indicators and modules of care which will serve as a compass for planning services to women. The majority of physicians interested in women's healthcare, however, will find this book to be too concerned with health mega systems to be useful in their individual practices.

Deborah Kwolek

Acutely aware that US women account for the majority of consumer health care decisions and users of health care services, the Nashville business consultant author of (Irwin, 1997) and several contributors analyze how the industry can "follow women's dollars" in socially conscious ways. They treat trends impacting women's choice of providers (e.g. the women's health movement), adapting product lines and information technology to meet such pressures, outreach to under- served women, integrated systems and models for relationship- centered care. Annotation c. Book News, Inc., Portland, OR (booknews.com)

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