Marketing Health/Fitness Services.

By Gerson RF. Champaign, IL 61820, Human Kinetics Books, 1989, cloth, 122 pp, illus, $18

Although considerable literature has been written on the design and implementation of fitness programs, this is the first book written on how to market such programs. The author focuses on corporate fitness and wellness programs; however, several examples of how to market hospital-based and freestanding fitness programs are included.

This short, easy-to-read text is suitable specifically for the physical therapist who is managing or designing a fitness program to market as a package to the community. Because the material is written in general marketing terms, however, physical therapist directors and managers can adapt the information to the marketing of almost any rehabilitation program, such as pediatrics, temporomandibular joint, or geriatrics specialties.

More than half of this book is devoted to the planning process, covering in detail how to design and develop a business and marketing plan. The first four chapters present an overview of preparing and implementing a business and marketing plan that includes market research, company, industry, and financial analyses. These analyses are comprehensive in scope, if not in depth, and have practical applicability. Examples provided at the conclusion of each section clearly illustrate how to apply the information.

The chapter on promotional activities focuses on how to select the type of advertising, public relations, and the sales approach. Although the book lists and defines various marketing tools such as brochures, media interviews, newsletters, and advertising, it does not discuss how to create and design them, only how to use them.

The final chapter of the book outlines the preparation and execution of personal sales. The physical therapist can follow this brief discussion for a general idea of how to put together the components of a sales call. For comprehensive instructions on the "ins" and "outs" of personal sales--what works and what does not work--the reader is advised to consult another source.

The glossary at the end of the book provides accurate and understandable definitions of terms basic to business management and marketing. The suggested reading list is specific to the text and useful for the practitioner who wants to delve into the subject. Of the 18 references listed, however, only 7 are marketing references; the remainder are either strategic planning or health promotion and fitness references. The Library of Congress lists 30 textbooks on the subject of health care marketing--not including numerous articles written in the last 15 years--so this book's reading list is far from comprehensive.

This book is an excellent text for physical therapy practitioners who need a practical and usable cookbook" approach to managing business and marketing plans. The reader should look for other resources on how to design and develop actual marketing tools such as news releases, logos, direct mail pieces, speeches, and internal marketing strategies.