Strategic Marketing For Health Care Organizations (eBook)

Building A Customer-Driven Health System

Philip Kotler, Joel I. Shalowitz, Robert J. Stevens (Autoren)

eBook Download: PDF

2020 | 2. Auflage
Wiley (Verlag)
978-1-118-44830-4 (ISBN)

Infos

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.

Autor

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.

Inhalt

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

Produkt-Details

• Erscheint lt. Verlag: 31.12.2020
• Sprache: englisch
• Themenwelt: Medizin / Pharmazie ► Allgemeines / Lexika
• Schlagworte: analyze environmental factors • Environmental Analysis • finding healthcare opportunities • Gesundheits- u. Sozialwesen • Health & Social Care • Healthcare problems • marketing managment principles for healthcare • marketing plans healthcare groups • marketing solutions • marketing solutions doctors • Öffentlicher Gesundheitsdienst u. Gesundheitspolitik • physician marketing plans • Public Health Services & Policy • solving healthcare problems with marketing
• ISBN-10: 1-118-44830-8 / 1118448308
• ISBN-13: 978-1-118-44830-4 / 9781118448304