Strategic Marketing for Health Care Organizations

by Kotler, Philip; Stevens, Robert J.; Shalowitz, Joel I.

• ISBN13: 9781118355831
• ISBN10: 1118355830
• Edition: 2nd
• Format: Paperback
• Copyright: 2021-02-17
• Publisher: Jossey-Bass

Summary

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.

Author Biography

PHILIP KOTLER is the S.C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management, (emeritus), at Northwestern University. He is an author of over 150 scholarly articles and 80 books.

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.

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