Course Guide

MBA 296/PBHLTH 290 Health Care Marketing

- Professor Lynn Upshaw

Fall 2009

The following online and print resources provided by the Long Business Library are key to finding information required for this course. Use the Library proxy Server to access the electronic resources from off-campus.


Search OskiCat for keywords medical marketing, managed care, health care marketing, pharmaceutical industry, etc.


Business and Industry News, market share, market research reports from trade journals published by trade groups and professional marketing associations. Search for business articles on products, devices, services, facilities, prescription and OTC drugs, managed care, etc. Advanced search allows limiting by pre-selected marketing concepts.
Business Monitor Online Includes business forecasts for pharmaceuticals in 52 countries.
Business Source Complete Business news and magazines, scholarly and trade association journals, market research reports. Marketing literature, industry profiles on drugs, devices, services, etc., in addition to news, popular and scholarly articles on the medical market and healthcare field.
Cochrane Library For systematic reviews and meta-analysis of treatments and protocols. Also includes Economic Evaluation Database (Economic Evaluations) identifying economic evaluations from around the world, appraising their quality and highlighting their relative strengths and weaknesses.
Factiva Business newspapers and magazines. Search for news on products, drugs, managed care, etc. News pages has breaking news stories handpicked by Factiva editors for their relevance. Go to News pages, in the top left corner there is a drop down box with a list of industries that includes Health Care.
Healthcare Sales and Marketing Network Current healthcare industry news, brief company profiles, market research reports for a fee. For indepth company reports on publicly traded companies, see Factiva or Mergent Online databases. Research reports mentioned on this site may be available through Business & Industry or Business Source Complete databases also.
Kaiser Family Foundation Health care spending and policy reports.
Medical marketing and Media Online Archives are freely available and are also available in Business Source Complete. Industry news and marketing articles for healthcare marketers. Trends in drug marketing and advertising, reports on new drug development and medical advertising. Includes midyear and year-end advertising review, IMS Health's year-end industry review, an annual advertising agency review, and a career and salary survey with information on more than three dozen industry positions.
Pubmed for UCB (Pubmed is available as a public database but we recommend you use this Pubmed for UCB link because it will allow you to access the fulltext of indexed articles through UCelinks. Articles not available through UCB libraries can be requested through UCelinks Request function.)
Most widely used index to articles in health and medicine journals and reports - includes health care marketing and policy journals such as Health Marketing Quarterly, Marketing Health Services, Applied health economics and health policy, and Advances in Health Economics and Health Services Research. Influential medical journals (New England Journal of Medicine, Journal of the American medical association, British Medical Journal, Lancet) have insightful commentary, editorials and letters to the editor, that should be of interest to healthcare marketers.
Robert Wood Johnson Foundation Research and data related to improving public health in the US

Key Advertising and Branding Journals

Advertising Age
HTML fulltext in Business Source Complete.
Print issues in Current Periodicals section of Business Library (2nd floor).
Tabloid style marketing and communications industry magazine - who's who, news, market share, corporate strategy, plus an annual list of top 100 corporations by advertising expenditure.
Website: - current issue only

Brand Strategy
Journal of Brand Management
The Journal of Product & Brand Management

Industry and Market Research Resources

Agency for Healthcare Research and Quality Medical expenditure surveys, costs and utilization surveys, hospital statistics, research papers, clinical practice guidelines and much more.
S&P Industry Surveys BUSI Reference HC101 .S77
Excellent surveys that provide detailed industry profiles and trends, current environment, how the industry operates, including regulatory environment within which it functions. Volume 1 has Managed Care, Pharmaceuticals, and Healthcare Facilities. Volume 2 has Healthcare Products and Devices.
Centers for Medicare and Medicaid Services Reports and statistics on health care spending, payment schedules and rates.
IBIS World Industry Market Reports Industry reports on more health industry segments - includes barriers to entry and a recession update for each sector.
Market Share Reporter BUSI Reference HF5410.M35
Market share of products and companies.
Mintel Detailed market research reports on wide ranging Health and Wellbeing topics such as dental accessories, FDA approved health claims, pharmacies, diabetes, smoking, eating, types of foods, drugs, etc.
Market Research Academic Detailed reports on Biotechnology, Diagnostics, Healthcare, Medical Devices, Pharmaceuticals
US Health Sector and Social Assistance industry sector reports from the 2007 Economic Census

Health Statistics

Statistical Abstract of the United States Statistics for all sectors of the US economy - health statistics and health care statistics such as facilities, personnel, concentration and more.
Latest print copy in the Reference section of most libraries. HA203 A3.
Centers for Disease Control (CDC) Health and Disease Statistics.
Websites of health statistics. Statistics and trends for age groups, by city, county, state, nations.
Internet health related resources

General Demographics

American Community Survey Ongoing population surveys of age, race, income, commute time to work, home value, income and other data.
Community Sourcebook of Zip Code Data Reference HA 203 S66
At the zip code level, income, and spending potential data.
Lifestyle Market Analyst Reference HF5415.33 U6 L54
Lifestyles, hobbies, activities for metropolitan areas and places for the US.

Trade Associations

These represent their constituences in legislative and regulatory affairs and also are a source of news and data about their constituents.

Pharmaceutical Research and Manufacturers of America (PhRMA)
Represents pharmaceutical manufacturers

Biotechnology Industry Organization (BIO)
Represents pharmaceutical manufacturers

Generica Pharmaceutical Association (GPhA)
Represents generics manufacturers

Consumer Healthcare Products Association (CHPA)
Promotes OTC drugs and supplements manufacturers

American Hospital Association (AHA)
Promotes hospitals

Further Resources

See Public Health Library

Other Useful Information

Long Library homepage
Librarians are available at the Reference Desk to assist you during these hours:
Monday - Thursday: 1 - 6 pm
Friday: 1 - 4 pm
Where Do I Find? (a brief guide to finding various types of business information)

Questions? Ask your business librarians.