Strategic Marketing For Health Care Organizations

Building A Customer-Driven Health System

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

• Publisher: Jossey-Bass
• Year: 2020
• Print ISBN: 9781118355831
• eBook ISBN: 9781118448410
• Edition: 2
• Topic: Medicine
• Subtopic: Public Health, Administration & Care

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.

INDEX

Note: Page numbers in “fig” refer to figures and “t” refer to tables.

A

• AARP (American Association of Retired People), 116
• ABI (ankle-brachial-index), 160, 161
• ACA (Affordable Care Act), 3, 40, 41, 81, 88, 93–94, 135–136, 144, 182, 188, 191, 195, 196, 325, 327; reductions in annual payment rate, 188fig

• Access: administration by specialists, 295; distribution, 294; drug, development process, 293; FDA review and approval, 293–294; formularies, 294–295; manufacturing, 294; to patient care, 149–150; physicians reducing patient, 150t

• Accidents, 105–106
• ACOs (accountable care organizations), 80, 88, 151, 153, 164, 200–201, 214–215, 220, 222
• Actual product, 352
• Actual self-concept, 116
• ADEs (adverse drug events), 275–276
• Adult obesity, age-adjusted prevalence, 103fig
• AdvaMed, 256; assessment of medtech market value, 256fig; medtech market value analysis key questions, 257t

• Advanced Home Care, 40
• Advertising, 2, 4, 9–10, 14, 51–52, 81, 179, 181–182, 287, 324–326, 328, 330–331, 339, 343, 352
• Affordable method, 51
• AHRQ (Agency for Healthcare Research and Quality), 83
• Alcohol, 90, 340, 343–344; consumption, 343–344
• Alzheimer’s disease, 106–107
• AMA (American Medical Association), 4, 81
• Amazon, 51, 197–198, 2...

Table of contents

• Cover
• Title page
• Copyright
• Dedication
• Table of Contents
• Preface
• Acknowledgments
• The Authors
• ONE: The Role of Marketing in Health Care Organizations
• TWO: Developing a Strategic Health Care Marketing Plan
• THREE: Researching the Health Care Environment
• FOUR: Consumer Health Care Marketing
• FIVE: Physician Marketing
• SIX: Hospital Marketing
• SEVEN: Marketing Health Technology
• EIGHT: Biopharma Marketing
• NINE: Social Cause Marketing in Health Care
• Notes
• Index
• End User License Agreement