Strategic Marketing for Health Care Organizations: Building a Customer-Driven Health System

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About the Author:
Philip Kotler is the S.C. Johnson Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management and the author of more than thirty books

About the Author:
Joel Shalowitz is Professor of Health Industry Management and director of the Health Industry Management Program at the Kellogg School of Management and Professor of Medicine and Preventive Medicine, Feinberg School of Medicine, Northwestern University

About the Author:
Robert J. Stevens is president of Health Centric Marketing in Durham, North Carolina and an Adjunct Professor at the School of Public Health at the University of North Carolina at Chapel Hill

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Editorial Reviews

Doody's Review Service
Reviewer: Lena L Watson, Dr. RN, MBA/HCM(University of Phoenix)
Description: This book approaches healthcare marketing from a customer-based context rather than products and services basis. Recognizing the growing trend in healthcare, the book considers a humanistic approach to marketing in a complex industry.
Purpose: According to the authors, one of the many reasons for this book is to give healthcare providers a reference to promote efforts to develop and enhance customer-driven services to their clients.
Audience: The intended audience includes anyone working in healthcare systems. More specifically, it is suitable for managers responsible for any aspect of marketing functions in healthcare delivery settings. This includes educators and healthcare administration/management learners. The authors are distinguished academicians on this topic.
Features: The book is essentially divided into four parts. Part one provides an overview of healthcare marketing. Part two gives readers insights on ways to analyze users of the healthcare system. Part three provides recommendations for tools. Chapter four has useful suggestions to help healthcare providers achieve marketing goals. The book has an abundance of tables, figures, and exhibits. Learning objectives are clearly stated at the beginning of the chapters. The vignettes and opening examples help readers gain further knowledge and insight into the material. The authors take a unique approach to marketing by comparing the U.S. healthcare marketplace with other countries, such as Canada and the U.K.
Assessment: This is an excellent textbook and/or reference appropriate for novice to expert healthcare leaders. It contains pertinent information supported by easy-to-understand illustrations. The authors are experts in the field who effectively cover a vast amount of current healthcare marketing information in a manner that can be appreciated by a broad reader audience.
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Product Details

  • ISBN-13: 9780787984960
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 5/9/2008
  • Edition description: New Edition
  • Pages: 576
  • Sales rank: 201,094
  • Product dimensions: 7.10 (w) x 9.10 (h) x 1.30 (d)

Meet the Author

Philip Kotler is the S.C. Johnson Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management and the author of more than thirty books.

Joel Shalowitz is professor of Health Industry Management and director of the Health Industry Management Program at the Kellogg School of Management and professor of Medicine and Preventive Medicine, Feinberg School of Medicine, Northwestern University.

Robert J. Stevens is president of Health Centric Marketing in Durham, North Carolina and an adjunct professor at the School of Public Health at the University of North Carolina at Chapel Hill.

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Table of Contents

Tables, Figures, and Exhibits     xi
Preface     xv
Acknowledgments     xvii
The Authors     xix
Part 1
The Role of Marketing in Health Care Organizations     3
Overview: Marketing Is Pervasive in Health Care     4
The Elements of Marketing Thought     6
Defining the Health Care System and Its Trade-Offs     13
Overview: Defining a Health Care System     15
A Framework for Understanding Health Care Systems     16
Strategic Choice Model for Organizations and Health Care Systems     25
Strategic Implications for Health Care     29
The Health Care Industry and Marketing Environment     41
Overview: The U.S. Health Care System Needs Improvement     43
Defining a Well-Designed Health Care System     45
Major Participants in the Health Care System     48
Key Managed Care Trends     56
Dynamic Relations Among Health Care Stakeholders     71
The Changing Health Care Environment     73
Determinants of the Utilization of Health Care Services     85
Overview: Why People Seek Health Care     86
Multiple Factors Influence Health-Seeking Behavior     95
Local (Small Area) Variations     104
Part 2
Strategy and Market Planning     109
Overview: Defining the Organization's Purpose and Mission     111
Strategic Planning     111
Marketing Strategies     135
Reassessment of Mission Statement     139
Strategic Alliances     141
Marketing Planning     141
How Health Care Buyers Make Choices     145
Overview: Key Psychological Processes     147
The Buying Decision Process: The Five-Stage Model     155
Organizational Buying and Decision Making     163
Using Market Information Systems and Marketing Research     177
Overview: The Need for Market Information     179
The Components of a Modern Marketing Information System     180
Internal Records System     181
Health Care Services: The Clinical and Financial Systems     182
Health Care Products: The Order-to-Payment Cycle     182
The Marketing Intelligence System (MIS)     182
Marketing Research System     188
The Path Model: Understanding the Health Care Consumer     197
Marketing Decision Support System     201
Developing a Marketing Research Plan: Application and Example     203
Forecasting and Demand Measurement     206
Secondary-Data Sources     213
Market Segmentation, Targeting, Positioning, and Competition     217
Overview: Market Segmentation     219
Segmentation of Consumer Markets     222
Market Targeting     231
Market Positioning     235
Competitive Forces and Competitors     245
Part 3
Shaping and Managing Product and Service Offerings     261
Overview: Distinguishing Product Types and Levels     263
The Nature of Services     266
Viewing the Product Mix     271
Managing Product Lines     272
Developing and Branding New Offerings     281
Overview: The New Offering Development Process     283
Building the Brand     296
Managing the Stages of the Product Life Cycle     304
Building, Maintaining, and Terminating a Brand     313
Pricing Strategies and Decisions in Health Care     317
Overview: Understanding Pricing     318
Consumer Payers     320
Government Payers     341
Private Payers     344
Designing and Managing Health Care Marketing Channels     351
Overview: Marketing Channels and Value Networks      353
The Role of Marketing Channels     356
Channel Functions and Flows     358
Channel Levels     360
Service Sector Channels     360
Channel-Design Decisions     361
Identifying Major Channel Alternatives     362
Evaluating the Major Alternatives     364
Channel-Management Decisions     365
Modifying Channel Arrangements     368
Channel Dynamics     369
Legal and Ethical Issues in Channel Relations     373
Designing and Managing Integrated Marketing Communications     375
Overview: The Role of Marketing Communications     377
Marketing Communications and Brand Equity     378
Communications Process Models     380
Developing Effective Communications     382
Advertising     397
Sales Promotion     411
Public Relations and Publicity     414
Events and Experiences     418
Factors in Setting the Marketing Communications Mix     423
Measuring the Communications Results     424
Managing the Integrated Marketing Communications Process     424
Coordinating Media     425
Implementing Integrated Marketing Communications      425
Personal Marketing Communications: Word-of-Mouth, Sales, and Direct Marketing     429
Overview: Personal Communication Channels     431
Word-of-Mouth Marketing     433
Designing the Sales Force     441
Health Care Sales to Hospitals and Physicians     454
Direct Marketing     458
Part 4
Organizing, Implementing, and Controlling Marketing     471
Overview: Organizing for Marketing     474
Helping the Hospital Become Patient-Oriented     477
Marketing Implementation     478
Evaluation and Control     479
Glossary     491
Notes     511
Index     531
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