Strategic Marketing For Health Care Organizations (building A Customer-driven Health System)

By (author) Kotler Philip; By (author) Stevens Robert J.; By (author) Shalowitz, Joel I.
Description:

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.

Table of contents:
Table of Contents 

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 
Review quote:

"Strategic Marketing for Health Care Organization thoughtfully describes the uniqueness and intersectionality of the needs and solutions within the variety of health care sectors as they develop marketing strategies for a comprehensive and holistic approach to improving our health care system as we all strive to improve the health of our nation."
—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 forme