This much-needed text offers an authoritative introduction to strategic marketing in health care and presents a wealth of ideas for gaining the competitive edge in the health care arena. Step by step the authors show how real companies build and implement effective strategies. It includes marketing approaches through a wide range of perspectives: hospitals, physician practices, social marketing, international health, managed care, pharmaceuticals, and biotechnology. With Strategic Marketing for Health Care Organizations, students and future administrators will have a guide to the most successful strategies and techniques, presented ready to apply by the most knowledgeable authors.

Table of Contents

Table, Figures, and Exhibits

Preface

Acknowledgments

The Authors

PART ONE: UNDERSTANDING THE HEALTH CARE SYSTEM AND THE ROLE OF MARKETING

Chapter One: The Role of Marketing in Health Care Organizations

Chapter Two: Defining the Health Care System and Its Trade-offs

Chapter Three: The Health Care Industry and Marketing Environment

Chapter Four: Determinants of the Utilization of Health Care Services

PART TWO: ANALYZING THE MARKET

Chapter Five: Strategy and Market Planning

Chapter Six: How Health Care Buyers Make Choices

Chapter Seven: Using Market Information Systems and Marketing Research

Chapter Eight: Market Segmentation, Targeting, Positioning, and Competition

PART THREE: APPLYING THE MARKETING MIX

Chapter Nine: Shaping and Managing Product and Service Offerings

Chapter Ten: Developing and Branding New Offerings

Chapter Eleven: Pricing Strategies and Decisions in Health Care

Chapter Twelve: Designing and Managing Health Care Marketing Channels

Chapter Thirteen: Designing and Managing Integrated Marketing Communications

Chapter Fourteen: Personal Marketing Communications: Word-of-Mouth, Sales, and Direct Marketing

PART FOUR: IMPLEMENTING AND CONTROLLING THE MARKETING EFFORT

Chapter Fifteen: Organizing, Implementing, and Controlling Marketing

Glossary

Notes

Index

Author Information

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.