Strategic Marketing in Health Care Organiations in its first edition fast became one of the top selling introductory textbooks on marketing in health care organizations, applying world reknown professor Philip Kotler's strategic marketing model to the dynamic world of health care organizations. In this new edition, reflecting substantial input from adopters, the book further intensifies its focus on the unique marketing needs and solutions of health care organizations, including physican practices, hospitals, long term care facilities, public health facilities, insurers and managed care organizations, health care computing, pharmaceutical companies, biotechnology firms, and medical device manufacturers. Perspectives include marketing of products and services as well as social marketing, global approaches, and physician recruitment. The book's tried-and-true stepwise approach guides readers in essential steps of developing a strategic marketing plan, putting it into effect, and measuring its outcomes, for all types of health care professionals. 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.
Contents:
Chapter 1. Health care management needs strategic marketing: Using marketing tools to solve problems and deliver value in health care.
Chapter 2. How to conduct an actionable health care market analysis: How, and why, to analyze the health care environment and specific markets.
Chapter 3. How to Write a Strategic Health Care Marketing Plan: This chapter is a user manual for writing a health care marketing plan, covering 1) situation analysis, 2) marketing goals and objectives, 3) overall strategies, and 4) marketing mix strategies. Appendix C outlines a sample marketing plan.
Chapter 4. The Consumer Market and Marketing to Consumers
Chapter 5. The Physician Market and Marketing Physician Services
Chapter 6. The Hospital Market and Marketing Hospital Services
Chapter 7. The Pharmaceutical and Biotechnology Markets and Marketing Pharma and Biotech Products
Chapter 8. The Medical Device Market and Marketing Medical Devices
Chapter 9. The Health Information System Market and Marketing HIS
Chapter 10. Applying Strategic Marketing to Social Health Care Marketing Organizations: Global initiatives will be included.
Chapter 11. Applying Strategic Marketing to Health Policy and Health Reform: How could legislators and policy administrators use strategic health care marketing to increase value? How could a strategic marketing plan have helped improve the Affordable Care Act?
Appendix: Health Care Marketing Cases : Harvard Business Publishing-quality cases. Examples: Hospice, HIV prevention in Africa, medical device, health reform, etc.
Industry Reviews
"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 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
