Capturing the Cardiology Market

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9780962520730: Capturing the Cardiology Market
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Building on the momentum created by his first book-Cardiology in Transition-author John O. Goodman has now teamed up with cardiology marketing expert Conrad Vernon to produce another breakthrough text: Capturing the Cardiology Market.

In this one-of-a-kind volume, co-authors Goodman and Vernon persuasively argue that a tremendous gap exists today between cardiology’s current capabilities, and the treatment actually being received by American patients. And, considering the number of lives needlessly lost to heart disease each year, the authors contend that this medical canyon is a life-threatening menace.

Goodman and Vernon pronounce that a bridge must be built across this deadly divide- a bridge that can only be constructed from the materials of marketing. Capturing The Cardiology Market is in essence a blueprint, and when readers finish this book, they will be master bridge builders.

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About the Author:

John O. Goodman, President & CEO, John Goodman & Associates
For more than three decades Mr. Goodman has been a leader in health care strategic planning and marketing as well as medical practice and financial management. During the Bush Administration, Mr. Goodman chaired the Republican National Health Care Issues Committee, formulating positive alternatives for facilitating national health care reform. Under the Clinton Administration, Mr. Goodman was appointed to the Health Care Financing Administration’s (HCFA’s) Technical Advisory Panel and was one of only two people from private industry to serve on this important panel. HCFA’s goal for the panel was to develop a strategy for implementing a negotiated surgical-episode package (i.e., bundled fees for bundled services) for Medicare.

Mr. Goodman regularly lectures throughout the United States and Europe on the need to understand the rapidly changing cardiovascular market and the importance of planning proactively to meet these changes. He has written six books on the subject of cardiology:

Cardiovascular Megatrends - The 21st Century (2001)
The Heart Hospital - A Reality of the Future (1997)
Cardiovascular Transformation – A Business Guide For Successful Growth (1995)
The Future of Cardiology – The Master Strategic Plan (1993)
Capturing the Cardiology Market (1991)
Cardiology In Transition (1989)

The latter five books were co-authored with Conrad Vernon, Executive Vice President of JG&A. The Heart Hospital – A Reality of the Future has been hailed as a milestone text in documenting the progressive strategies that are being implemented in the field of cardiovascular medicine to integrate all levels of providers and technology into unified delivery systems. Mr. Goodman has also written a contribution to Dr. Gary Gitnick’s book entitled, The Business of Medicine, A Physician’s Guide. In addition, he has provided insightful commentary to many important health care industry publications and has been published in Hospitals & Health Networks, Modern Healthcare, Healthcare Strategic Management, Physician’s Managed Care Report, Cath-Lab Digest, and The Journal of Invasive Cardiology.

As a "hands-on" president, Mr. Goodman oversees ongoing consulting projects and relationships with many of JG&A’s clients. For client hospitals, physician practices, and integrated networks, Mr. Goodman uses his vast experience and expertise to facilitate the development and implementation of innovative and future-oriented success strategies. In his 30 years as a health care consultant, Mr. Goodman has advised more than 1,000 client hospitals and physician practices on the intricacies of surviving in the ever-changing health care marketplace.

Mr. Goodman has been an active faculty member of the American College of Cardiovascular Administrators. He serves as a guest faculty member with the Cardiovascular Division of the Medical Group Management Association as well as with the Association of Professors of Cardiology, the Institute of Medical Studies, and the University of California – Irvine Medical School. He has also been a guest speaker for the School of Accountancy at the University of Hawaii. He is qualified as an expert in financial matters relating to health care in various Superior Courts in California; the Eighth Judicial District Court of Nevada; the Oklahoma District Court; and the Federal District Court of Cook County, Illinois.

Mr. Goodman is qualified as an expert in Certificate of Need proceedings for open-heart surgery and cardiac cath labs in the states of Connecticut, Florida, Georgia, Illinois, Maryland, Ohio, Conrad Vernon, Executive Vice President

Conrad Vernon, Executive Vice President, John Goodman & Associates. Mr. Vernon joined John Goodman & Associates, Inc. in 1982 to direct all of the clients' marketing projects. Coming from a strong consumer industry marketing and strategic planning background, Mr. Vernon has extensive experienc


"Insightful, 'nuts and bolts' guide that will enable phycians and hospitals executives to successfully establish or expand their program." -- J. Lindsey Bradley, Jr., F.A.C.H.E.

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