Details

Strategic Marketing For Health Care Organizations

Building A Customer-Driven Health System
2. Aufl.

von: Philip Kotler, Robert J. Stevens, Joel I. Shalowitz
78,99 €
Verlag:	Wiley
Format:	EPUB
Veröffentl.:	29.12.2020
ISBN/EAN:	9781118448410
Sprache:	englisch
Anzahl Seiten:	416

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Beschreibungen

Titelbeschreibung

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.

Inhaltsverzeichnis

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

Autorenportrait

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.

Back cover copy

PRAISE FOR STRATEGIC MARKETING FOR HEALTH CARE ORGANIZATIONS "Kotler, Stevens, & Shalowitz have created an essential source of graduate student learning and application in this revised text. Reinforcing established marketing models into the dynamic health care industry will position MBA, MHA, and MPH students to contribute immediately to the field. Health care providers, payers, life sciences companies, and public agencies and institutions must see marketing as a tool to understand and put the patient first. This text on market analyses and user-centricity does just that." —Leah J. Vriesman, Executive Director & Professor of Executive Programs in Health Policy & Management, and Co-Director of the Center for Healthcare Management at the UCLA Fielding School of Public Health "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." —John L. Fortenberry, Jr., Professor and Chair, Elrod Department of Health Administration, LSU Shreveport, and Vice President of Marketing Strategy and Planning, Willis-Knighton Health System