Strategic Marketing For Health Care Organizations
Building A Customer-Driven Health System
2. Auflage April 2021
416 Seiten, Softcover
Wiley & Sons Ltd
A thorough update to a best-selling text emphasizing how marketing solves a wide range of health care problems
There has been an unmet need for a health care marketing text that focuses on solving real-world health care problems. The all new second edition of Strategic Marketing for Health Care Organizations meets this need by using an innovative approach supported by the authors' deep academic, health management, and medical experience.
Kotler, Stevens, and Shalowitz begin by establishing a foundation of marketing management principles. A stepwise approach is used to guide readers through the application of these marketing concepts to a physician marketing plan. The value of using environmental analysis to detect health care market opportunities and threats then follows. Readers are shown how secondary and primary marketing research is used to analyze environmental forces affecting a wide range of health care market participants.
The heart of the book demonstrates how health management problems are solved using marketing tools and the latest available market data and information. Since the health care market is broad, heterogenous, and interconnected, it is important to have a comprehensive perspective. Individual chapters cover marketing for consumers, physicians, hospitals, health tech companies, biopharma companies, and social cause marketing - with strategies in this last chapter very relevant to the Covid-19 pandemic. Each chapter gives readers the opportunity to improve marketing problem-solving skills through discussion questions, case studies, and exercises.
Preface
Acknowledgements
The Authors
Chapter One - 1
The Role of Marketing in Health Care Organizations
Chapter Two - 11
Developing a Strategic Health Care Marketing Plan
Chapter Three - 61
Researching the Health Care Environment
Chapter Four - 99
Consumer Health Care Marketing
Chapter Five - 141
Physician Marketing
Chapter Six - 175
Hospital Marketing
Chapter Seven - 233
Marketing Health Technology
Chapter Eight - 289
Biopharma Marketing
Chapter Nine - 339
Social Cause Marketing in Health Care
Notes
Index
--Suzy Harrington, DNP, RN, MCHES
"This updated edition of the industry-leading Strategic Marketing for Health Care Organizations text is a must for any executive hoping to manage a successful health care marketing program. The book contains a perfect blend of real world and hypothetical examples and frameworks. Particularly helpful is the way the authors have interwoven building-blocks of a single prototypical health care marketing case, surrounded with a long series of other examples that reinforce their insights. Using the latest strategic and tactical approaches, this edition skillfully provides the pros and cons of a wide range of possible in-market options, all within the context of what's actually happening today in health care marketing, including the COVID-19 pandemic."
--Lynn B. Upshaw, retired MBA marketing faculty, Berkeley-Haas School of Business, and former marketing consultant to multiple health care firms, including Kaiser Permanente, WellPoint Health Networks, and Health Net, Inc.
"The Second Edition of Strategic Marketing for Health Care Organizations: Building a Customer-Driven Health System continues the outstanding legacy established by the first. In this comprehensively updated work, Kotler, Stevens, and Shalowitz clearly and convincingly present core foundations and cutting-edge insights, bringing the theory and practice of health care marketing to life. Its accessible, yet rigorous style suits health and medical academics, executives, and students alike, providing rich education and enlightenment. A true masterpiece of the discipline, it should be considered required reading for anyone serious about health care marketing."
&mdash'Dr. John L. Fortenberry, Jr., MBA, PhD, PhD, Professor and Chair, Elrod Department of Health Administration, LSU Shreveport; Vice President of Marketing Strategy and Planning, Willis-Knighton Health System
ROBERT J. STEVENS is president of Health Centric Marketing Services, a health care marketing research and strategy firm. He is an adjunct instructor at the Love School of Business at Elon University.
JOEL SHALOWITZ is a physician and was professor and director of the Health Industry Management Program at the Kellogg School of Management at Northwestern University. He is an affiliate professor, Institute of Management, Scuola Superiore Sant'Anna, Pisa, Italy and senior fellow at ETLA, the Research Institute of the Finnish Economy.
