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Research Guides For: HAS 3020-Healthcare Marketing

Table of Contents


Before You Begin...

Before doing any research, decide what it is you need to find out, and develop clear concise questions. For example, instead of saying "I need information to help do a marketing plan for Company X", you might break this down into the following specific questions:
  • Who are Company X's primary competitors in the area served by this company?
    • How big are their stores (number of employees)?
    • What are their sales per store?
    • What is their market share?
  • What are basic demographics for the area served by this company? (population, income levels, age distribution, ethnic breakdown, etc.)
  • What is the cost of advertising in the local media for this area (newspaper, television, radio, etc.)?
As you start to locate information, you may come up with other questions. Make sure there is a reason for finding all of the information you are searching; make sure it is relevant.You might start by writing out a list of questions and stating reasons why you need this information. If you can't think of a reason why you need the information, you probably don't need it:
  • I need to know what advertising costs are for the area because I will be advertising a new product here.
  • I need to know what the demographics are for the area because I want to market to higher income areas.
Once you've identified your organization and have developed clear, concise questions, take a look at the organization's homepage first. Here you'll find a variety of information, depending on the organization. This may include financial information, organization mission statement/goals, organizational hierarchy, employment opportunities, directory information, product/service information, current news, and more. Once you've gleaned what you can from the homepage, then consult other sources.

The Marketing Plan

  • The marketing plan: A handbook  HF5415.13.W66 2003
  • The marketing plan  Ref HF5415.13.C6348 2001 
    Planning the development of a marketing plan;  Scanning your environment; Establishing goals and objectives; Developing marketing strategy; Developing marketing tactics; Forecasting for your marketing plan; Calculating important financial ratios for your marketing plan; Presenting the marketing plan; Implementation.
  • How to develop a strategic marketing plan : A step by step guide  HF5415.135.P33 2000 
    Strategic section;  Tactical section; The strategic marketing plan in action; Checklists for developing competitive strategies; Help topics.
  • Marketing audit handbook: Tools, techniques & checklists to exploit your marketing resources HF 5415.16 .W55 2002
  • Preparing the marketing plan HF5415.13 .P3248 2000
  • Marketing on a tight budget : An action guide to low cost business growth HF5415.13.F67 2000
    (Chapter 11: The one hour marketing plan)
  • Anatomy of a business plan : A step-by-step guide to building a business and securing your company's future HD30.28.P5 1999
    (Part II: The marketing plan)
  • The Internet marketing plan HF5415.1265.B39 1997
  • How to write a successful marketing plan : A disciplined and comprehensive approach HF5415.13.H522 1990
  • The marketing plan: How to prepare and implement it HF5415.L83 2001
  • Marketing your business: A guide to developing a strategic marketing plan  HF5415.135.N957 2003
  • The marketing plan : A step-by-step guide HF5415.13.W48 2002
  • Marketing plans that work  HF5415.13.M3154 2002
  • How come your marketing plans aren't working? : The essential guide to marketing planning   HF5415.13.M6 2002
  • Marketing plans : How to prepare them, how to use them   HF5415.13.M369183 1999
  • The market planning guide : Creating a plan to successfully market your business, product, or service   HF5415.122.B36 2002
  • Marketing planning in a total quality environment   HF5415.13.L538 1995
  • Small Business Marketing:  How to Develop a Marketing Plan
    Includes sample marketing plans.
    Templates and samples of business and marketing plans.



General Market & Demographic Statistical Sources

  • Demographics USA Reference Table 5B HC110.C6 S8472
    Covers population and race/ethnicity, age/sex groups, household related data, Effective Buying Income, and retail sales. Contains extensive maps and demographic, economic and commercial/industrial estimates.
  • Mediamark research magazine audiences and page exposures report Reference HF5415.3.M43
    This survey provides detailed demographic and marketing segments of media audiences. The coverage is similar to the Simmons service.
  • American incomes: Demographics of who has money Reference Table 5B HC110.I5 A447 2001
    Provides data on household income, men's versus women's income, discretionary income, wealth, and poverty trends.
  • The sourcebook of zip code demographics Reference Table 5B HA203.S66
    Includes statistical data on more than 150 characteristics such as age, race, income, households. Includes a mapbook of zip codes for metropolitan areas.
  • International marketing data and statistics Reference Table 6 HA42.I56
  • A statistical portrait of the United States: Social conditions and trends Reference Table 5B HA214 .S84 1998 Contains 12 thematic chapters with tables and charts and an appendix with detailed tables.
  • Population abstract of the United States Reference Table 5B HA202 P67 1993
    Information is organized alphabetically by state. Each state section contains: a brief history of the formation of the state; a breakdown of urban and rural population from the earliest census to the present; current and historical population totals for all counties and incorporated places of 10,000 or more; and 1990 population totals for county subdivisions and places in the United States.
  • Business statistics of the United States Reference Table 6 HA3001.B875 2000
  • Statistical Abstract of the U.S.
    Since 1878, the Statistical Abstract has been the single most authoritative source of facts about the people, institutions and economy of the country. This is a publication of the Census Bureau and is compiled from government and private sources and is an excellent place to start when looking for statistics.  This is an annual and covers a broad range of topics, mostly related to the United States, but includes some international data.   Most recent print edition is located at the Reference Desk.  Older editions in Government Documents - C 3.134.
  • Stat USA (Some of this is available only in the library)
    Full-text, federal statistics database. Contains over 300,000 reports and statistical series of business and economic data including: General Economic Indicators, Housing & Construction, Employment, Manufacturing & Industry, Monetary Statistics, Today's Global Business Opportunity Leads, Current Exchange Rates, Current & Historical Trade Leads, Market & Country Research, International Trade Statistics, Current Press Releases & more.
  • Censtats
    A collection of statistical resources offered by the U.S. Census Bureau. Includes the following titles: Building Permits, County Business Patterns, International Trade Data, Occupation by Race and Sex, USA Counties, and 1990 & 2000 Public Law 94-171 Data.
  • Census 2000
    Profiles of General Demographic Characteristics - United States & All states by county and city. Sex, Age, Race, Relationship, Household Type, & Housing Tenure.
  • American Factfinder
    The Census Bureau's primary vehicle for distributing: 2000 Census of Population and Housing, 1997 and 2002 Economic Census, American Community Survey, 1990 Census of Population and Housing. You can use American FactFinder to find statistics about population, housing, industry and business. Currently includes: 2000 Census Population and Race Data, 1990 Census Basic and Detailed Tables, American Community Survey 2000-04, 1997 and 2002 Economic Census, Data Basic Reference Maps (2000 Geography) Thematic Maps (1990 Geography) & Search Address Feature, and Census Tract Street Locator. New 2000 census material is being included as it becomes available.
  • Population Reference Bureau
    Providing information on 95 demographic variables within the United States and throughout the world.
  • FedStats
    Official statistical information available to the public from the Federal Government. Tracks economic and population trends, health care costs, aviation safety, foreign trade, energy use, farm production, and more. Access official statistics collected and published by more than 70 Federal agencies without having to know in advance which agency produces them. Browse by topic, agency or search for key words or phrases. Use MapStats to profile your State, county, Federal judicial district, or congressional district.

Healthcare Statistics/Demographics

Utah Statistical Sources

  • Kids count data book Reference Table 5B  HQ792.U5 K53
  • Utah health profile  RA447.U8 U8    
  • Maternal and infant health in Utah Reference RG961.U8 R4 1997
  • Child and adolescent hospitalizations for most frequent and expensive conditions in Utah Reference RJ 242.C46 
  • Suicide in Utah   Reference HV 6548.U5 S8552
  • Utah youth household survey on substance abuse: Survey conducted for Utah Division of Substance Abuse (1997)  HV4999.3.U8 U82 (older editions: HV4999.3.U8 U80)
  • Mortality by cause, sex, age and autopsy, residents: Utah   Reference HB1355.U8 M66 2001
  • Leading causes of death in Utah by age and sex  Reference  HB1355.U8 L4 
  • Injuries in Utah  Reference HB1323.A2 I5 1997
  • Women's (and Men's) Health in Utah   Reference RA410.8.U8 W65
  • Community health status: Selected measures of health status by small area in Utah   Reference RA447.U8 C6 1998   
  • Statistical abstract of Utah (published every 3 years) HA661.S723 - Ref Desk , WSU Davis Ref Desk
  • Overview of the 2001 health status survey   RA161.O7 2002 
  • Health Care State Rankings RA407.3.H423 - Reference Table 5B
  • Women's Health in Utah  1996 Reference RA407.4.U8 W6
  • Chronic Medical Conditions in Utah
  • Measures of Child Well-Being in Utah
  • Utah Dept. of Health  - Data & Statistics
  • Utah Health Care Statistics
  • Utah Department of Health Publications List (Publications by Topic or Chronological Order)
  • IBIS  Utah Department of Health Indicator Based System for Public Health
    Health Care Statistics, Vital Statistics & Records,  Public Health Assessment.  IBIS-PH Provides a primary point of access to a variety of information available through the Utah Department of Health, including reports, health measures, and numeric public health data.  Includes: IBIS-Q Interactive Public Health databases available on the IBIS Internet Query System.  Includes a variety of data, including ER visits, hospital discharges, infant mortality, cancer registry query system, and other health related data.
  • Utah - County Quick Facts
  • USA Counties - Utah
  • Utah Counties - Income Data
  • Utah Agency List
    Scroll down to Health or Human Services for links to Utah government agency sites.
  • Utah's Health, An Annual Review
  • Utah Department of Health--Vital Statistics


  • Crime in Utah from the Department of Public Safety, Bureau of Criminal Identification
  • Sourcebook of Criminal Justice Statistics
    The Sourcebook of Criminal Justice Statistics brings together data from more than 100 sources about all aspects of criminal justice in the United States, which are displayed in over 600 tables.   Older editions are in Government Documents. 
  • Uniform Crime Reports (Crime in the United States) --  The Uniform Crime Reporting Program is a nationwide, cooperative statistical effort of over 16,000 city, county, and state law enforcement agencies voluntarily reporting data on crimes brought to their attention.   Crime statistics are given for the United States, regions, states, counties, cities, towns, and college/university campuses. Geographic levels for which statistics are presented vary from subject to subject.  Subjects include: violent crime, murder, forcible rape, robbery, aggravated assault, property crime, motor vehicle theft, arson, offenses cleared, persons arrested, weapons used in violent crime, and statistics about law enforcement personnel.  J 1.14/7:  Reference Table  9B  Older editions are in Government Documents. 
  • Criminal Victimization - National Crime Victimization Survey Report  This report summarizes criminal victimization levels and rates.  It also includes other findings about the characteristics of victims and examines trends in victimization rates.  Government Documents - J 29.11/10:  .  Also online (scroll down to "C" section).

  • Juvenile Offenders & Victims   This report gives solid answers to the most frequently asked questions about the nature of juvenile crime and victimization and about the justice system's response.  Reference Table 5B - J 32.3:J98/15:  Also online .

  • Crime Statistics for Utah   From the Utah Commission on Criminal and Juvenile Justice
  • Utah State Bureau of Criminal Investigation
    "The mission of the Bureau of Criminal Identification is to compile and provide quality, timely computerized criminal history information to assist criminal justice agencies and the public in the identification, detection and apprehension of the criminal element."

U.S. Statistical Sources

  • Centers for Disease Control and Prevention
  • MMWR: Morbidity and Mortality Weekly Report
  • National Center for Health Statistics
    Collects and analyzes and disseminates health statistics, such as the U.S. Vital and Health Statistics
  • WHO Statistical Information System (WHOSIS)
    Statistical reports on many topics. From the World Health Organization.
  • Statistical Abstracts of the U.S.
  • U.S. Census Bureau
  • Health, United States 
    "Health, United States presents national trends in health statistics on such topics as birth and death rates, infant mortality, life expectancy, morbidity and health status, risk factors, use of ambulatory care and inpatient care, health personnel and facilities, financing of health care, health insurance and managed care, and other health topics. " HE 20.7042/6: - Reference Table 5B.  Older editions are in Government Documents.   

  • Statistical Record of Health & Medicine  
    "This book provides statistics on : health status and lifestyle of Americans; health care establishments; health care programs; medical professions; politics, opinions, and law; medical practices and procedures; health care costs; and international rankings and comparisons. Data gathered from approximately 300 sources including the U.S. federal government, newspapers, business periodicals, trade magazines, association publications, and others. The source is listed for each set of statistics. The Keyword Index is cross-referenced for easy access."  RA407.3 S732- Reference Table 5B.

  • Health & Healthcare of the United States  
    Compilation of demographics, vital statistics including births and fertility as well as  deaths and causes, healthcare resources including healthcare personnel and  facilities, and Medicare data.  Data has been compiled from various federal and  private sources and is available at the county and metropolitan area level.  RA407.3 H415 - Reference Table 5B.
  • Mental Health, United States  
    "Provides summaries of statistical information on topics that will be of concern in health care reform. Covers such topics as: policy considerations; behavioral managed care approaches; managed behavioral health care; behavioral health care in HMOs; mental health epidemiological data; Medicare and Medicaid programs on mental health; mental health services in rural areas; and data on mental health providers."  HE 20.8137: Government Documents.

  • Injury Facts
    National Safety Council - "Source of accurate, comprehensive & objective statistics on unintentional injuries, their costs, trends and other characteristics.  New estimates of deaths, disabling injuries and costs for 1998 Final mortality statistics for 1996,  Updated occupational injury and illness incidence rates from BLS (for 1997), and the Council's Occupational Safety/Health Award Program (for 1998), new information on lifetime risk of fatal work injury,  occupational risks to young workers, new information on length of disability due to upper extremity musculoskeletal disorders, new research on the effects of recent speed limit increases, current data on the nature of injury in home fire deaths, & new data on commercial chemical incidents."  Formerly known as Accident Facts. HA217.A42 - Reference Table 5B

  • Vital Statistics of the United States 
    National Center for Health Statistics. Detailed statistics on marriage, divorce, abortions, and mental health hospitalizations.  HE 20.6210 - Government Documents.  1994-2002 online.

  • Health Care State Rankings  
    "This annual publication contains over 500 tables ranking each of the fifty states by a variety of health and medical service criteria. Broad categories include births and reproductive health, deaths, medical facilities, finance, incidence of disease, medical providers, and physical fitness."  RA407.3 H423  Reference Table 5B.

  • Healthy People 2010   
    "Healthy People 2010 is a national health promotion and disease prevention initiative that brings together national, state, and local government agencies; nonprofit, voluntary, and professional organizations; businesses; communities; and individuals to promote the two overall goals of:  Increased quality of life and years of health life and the elimination of health disparities."     HE 20.2:P 39/3/ Government Documents   Also online
  • National Safety Council News Center  
    "The National Safety Council provides a "NSC News Center" which provides links to news, accident data, news releases and other information of interest."
  • Center for Disease Control Data & Statistics  
  • White House Social Statistics Briefing Room
  • Statistical Resources on the Web- Health
    University of Michigan



    Check the yellow pages here- choose a particular category (ie. hospitals) and limit to a specific city or state to obtain a list of companies operating in that area.
  • Utah business directory Ref Table 6 HF5065.U8 U78 (2006-07)
  • Manufacturing & distributing USA Ref Table 6 HD9721.M3495 2004 (vols. 1-3)
  • American manufacturers directory Ref Table 6 HD9723.U27 2006 (vols. 1-2)
  • The official American Board of Medical Specialties (ABMS) directory of board certified medical specialists Ref R712.A1 D5 (2006)


Research Assistance

Try these related research guides:

When searching for materials, try a variety of databases- ask a librarian for suggestions based on your topic.  Remember- different databases will have different coverage, and will look a little different.  One good strategy is to try to find one or two GOOD articles- once you've found them, look at the terms they use, and try another search using those terms.  For more detailed information on finding full text articles from business database, see 'finding full text articles online'.

GET STARTED EARLY!  If you can find it, we can get it, but you need to start your research early.  You might find some really great stuff that is not available in full text, or articles from journals that we don't have access to.  If this is the case, all you have to do is fill out an ILL form, and it will be sent to the WSU library.    These things might take a few days or a week.


If you STILL can't find exactly what you need, or have questions...

Updated March 10, 2009 . Please send comments to Megan Davis
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