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.
Зміст
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
Про автора
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.
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