Strategic Marketing for Health Care Organizations: Building a Customer-Driven Health System

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  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2008-05-09
  • Publisher: Jossey-Bass Inc Pub

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This much-needed text offers an authoritative introduction to strategic marketing in health care and presents a wealth of ideas for gaining the competitive edge in the health care arena. Step by step the authors show how real companies build and implement effective strategies. It includes marketing approaches through a wide range of perspectives: hospitals, physician practices, social marketing, international health, managed care, pharmaceuticals, and biotechnology. With Strategic Marketing for Health Care Organizations, students and future administrators will have a guide to the most successful strategies and techniques, presented ready to apply by the most knowledgeable authors.

Author Biography

Philip Kotler is the S.C. Johnson Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management and the author of more than thirty books.

Joel Shalowitz is professor of Health Industry Management and director of the Health Industry Management Program at the Kellogg School of Management and professor of Medicine and Preventive Medicine, Feinberg School of Medicine, Northwestern University.

Robert J. Stevens is president of Health Centric Marketing in Durham, North Carolina and an adjunct professor at the School of Public Health at the University of North Carolina at Chapel Hill.

Table of Contents

Tables, Figures, and Exhibitsp. xi
Prefacep. xv
Acknowledgmentsp. xvii
The Authorsp. xix
The Role of Marketing in Health Care Organizationsp. 3
Overview: Marketing Is Pervasive in Health Carep. 4
The Elements of Marketing Thoughtp. 6
Defining the Health Care System and Its Trade-Offsp. 13
Overview: Defining a Health Care Systemp. 15
A Framework for Understanding Health Care Systemsp. 16
Strategic Choice Model for Organizations and Health Care Systemsp. 25
Strategic Implications for Health Carep. 29
The Health Care Industry and Marketing Environmentp. 41
Overview: The U.S. Health Care System Needs Improvementp. 43
Defining a Well-Designed Health Care Systemp. 45
Major Participants in the Health Care Systemp. 48
Key Managed Care Trendsp. 56
Dynamic Relations Among Health Care Stakeholdersp. 71
The Changing Health Care Environmentp. 73
Determinants of the Utilization of Health Care Servicesp. 85
Overview: Why People Seek Health Carep. 86
Multiple Factors Influence Health-Seeking Behaviorp. 95
Local (Small Area) Variationsp. 104
Strategy and Market Planningp. 109
Overview: Defining the Organization's Purpose and Missionp. 111
Strategic Planningp. 111
Marketing Strategiesp. 135
Reassessment of Mission Statementp. 139
Strategic Alliancesp. 141
Marketing Planningp. 141
How Health Care Buyers Make Choicesp. 145
Overview: Key Psychological Processesp. 147
The Buying Decision Process: The Five-Stage Modelp. 155
Organizational Buying and Decision Makingp. 163
Using Market Information Systems and Marketing Researchp. 177
Overview: The Need for Market Informationp. 179
The Components of a Modern Marketing Information Systemp. 180
Internal Records Systemp. 181
Health Care Services: The Clinical and Financial Systemsp. 182
Health Care Products: The Order-to-Payment Cyclep. 182
The Marketing Intelligence System (MIS)p. 182
Marketing Research Systemp. 188
The Path Model: Understanding the Health Care Consumerp. 197
Marketing Decision Support Systemp. 201
Developing a Marketing Research Plan: Application and Examplep. 203
Forecasting and Demand Measurementp. 206
Secondary-Data Sourcesp. 213
Market Segmentation, Targeting, Positioning, and Competitionp. 217
Overview: Market Segmentationp. 219
Segmentation of Consumer Marketsp. 222
Market Targetingp. 231
Market Positioningp. 235
Competitive Forces and Competitorsp. 245
Shaping and Managing Product and Service Offeringsp. 261
Overview: Distinguishing Product Types and Levelsp. 263
The Nature of Servicesp. 266
Viewing the Product Mixp. 271
Managing Product Linesp. 272
Developing and Branding New Offeringsp. 281
Overview: The New Offering Development Processp. 283
Building the Brandp. 296
Managing the Stages of the Product Life Cyclep. 304
Building, Maintaining, and Terminating a Brandp. 313
Pricing Strategies and Decisions in Health Carep. 317
Overview: Understanding Pricingp. 318
Consumer Payersp. 320
Government Payersp. 341
Private Payersp. 344
Designing and Managing Health Care Marketing Channelsp. 351
Overview: Marketing Channels and Value Networksp. 353
The Role of Marketing Channelsp. 356
Channel Functions and Flowsp. 358
Channel Levelsp. 360
Service Sector Channelsp. 360
Channel-Design Decisionsp. 361
Identifying Major Channel Alternativesp. 362
Evaluating the Major Alternativesp. 364
Channel-Management Decisionsp. 365
Modifying Channel Arrangementsp. 368
Channel Dynamicsp. 369
Legal and Ethical Issues in Channel Relationsp. 373
Designing and Managing Integrated Marketing Communicationsp. 375
Overview: The Role of Marketing Communicationsp. 377
Marketing Communications and Brand Equityp. 378
Communications Process Modelsp. 380
Developing Effective Communicationsp. 382
Advertisingp. 397
Sales Promotionp. 411
Public Relations and Publicityp. 414
Events and Experiencesp. 418
Factors in Setting the Marketing Communications Mixp. 423
Measuring the Communications Resultsp. 424
Managing the Integrated Marketing Communications Processp. 424
Coordinating Mediap. 425
Implementing Integrated Marketing Communicationsp. 425
Personal Marketing Communications: Word-of-Mouth, Sales, and Direct Marketingp. 429
Overview: Personal Communication Channelsp. 431
Word-of-Mouth Marketingp. 433
Designing the Sales Forcep. 441
Health Care Sales to Hospitals and Physiciansp. 454
Direct Marketingp. 458
Organizing, Implementing, and Controlling Marketingp. 471
Overview: Organizing for Marketingp. 474
Helping the Hospital Become Patient-Orientedp. 477
Marketing Implementationp. 478
Evaluation and Controlp. 479
Glossaryp. 491
Notesp. 511
Indexp. 531
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