Strategic Marketing For Health Care Organizations - Building A Customer-Driven Health System

"Graduate programs in health care administration require content in market analysis, research, and assessment in order to be accredited. There are 72 programs accredited by the primary accrediting organization for health care management, Commission on Accreditation Healthcare Management Education. In addition, there are approximately 40 health care MBA programs accredited by Association to Advance Collegiate Schools of Business and Accreditation Council for Business Schools and Programs, a half-dozen graduate health care programs offered by professional colleges. According to the Bureau of Labor Statistics, "Employment of medical and health services managers is expected to grow 16 percent from 2008 to 2018, faster than the average for all occupations.""-- The role of marketing in health care organizations Defining the health care system and its trade-offs The health care industry and marketing environment Determinants of the utilization of health care services Strategy and market planning How health care buyers make choices Using market information systems and marketing research Market segmentation, targeting, positioning, and competition Shaping and managing product and service offerings Developing and branding new offerings Pricing strategies and decisions in health care Designing and managing health care marketing channels Designing and managing integrated marketing communications Personal marketing communications: word-of-mouth, sales, and direct marketing Organizing, implementing, and controlling marketing.

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

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. 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 Offers an introduction to strategic marketing and presents ideas for gaining the competitive edge in the health care arena. This book analyzes aspects of customer driven health care industries, and uses examples and cases to show how real companies build and implement effective strategies.