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GR523-HCMBA5: Marketing Management (Cross)

This research guide has been created for students taking GR523-HCMBA5 with Professor Ian Cross during Fall 2025.

Search for Articles in Library Databases

The following databases contain articles from thousands of newspapers, magazines, journals, and trade publications. Don't restrict your search to just one database.

Regional & Local Newspapers:

Exploring Topics: Keyword Searching

When searching for articles in the library's databases and on the web it is important to identify relevant keywords and experiment with a variety of combinations.

These are just a few keyword suggestions - what else can you come up with? 

use keywords that describe an industry, product, service, or topic

 

healthcare

"medical care"

"primary care"

"primary care clinics"

"primary care practice"

"primary care physician"

 

"urgent care"

"urgent care clinics"

 

"retail clinics"

 

hospitals

 

telehealth

telemedicine

use keywords that describe a target consumer, demographic group, consumer behavior, etc.

 

customers or consumers

patients

"consumer behavior"

 

"health care access"

"health care coverage"

"health behavior"

 

women

"gen z"

millennials

baby boomers

seniors

 

use keywords that describe marketing or marketing channels

 

marketing

"healthcare marketing"

"healthcare services marketing"

"content marketing"

"digital marketing"

"marketing of [name specific service]" 

use keywords to describe the type of information you want 

 

trends

forecasts or future

"best practices"

strategy

analysis

"case study"

"market size"

use the names of companies, organizations, or medical conditions as search terms