Strategic marketing for health care organizations: building a customer-driven health system
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
San Francisco
Jossey-Bass
2008
|
| Schlagworte: | |
| Online-Zugang: | Publisher description Table of contents only Contributor biographical information Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XX, 556 S. Ill., graph. Darst. |
| ISBN: | 9780787984960 |
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| 245 | 1 | 0 | |a Strategic marketing for health care organizations |b building a customer-driven health system |c Philip Kotler, Joel Shalowitz, and Robert J. Stevens |
| 264 | 1 | |a San Francisco |b Jossey-Bass |c 2008 | |
| 300 | |a XX, 556 S. |b Ill., graph. Darst. | ||
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| 500 | |a Includes bibliographical references and index | ||
| 650 | 4 | |a Medical care |z United States |x Marketing | |
| 650 | 4 | |a Marketing of Health Services |x methods |z United States | |
| 650 | 4 | |a Consumer Satisfaction |z United States | |
| 651 | 4 | |a USA | |
| 700 | 1 | |a Shalowitz, Joel |e Sonstige |4 oth | |
| 700 | 1 | |a Stevens, Robert J. |e Sonstige |4 oth | |
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Tables, Figures, and Exhibits xi
Preface xv
Acknowledgments xvii
The Authors xix
PART ONE
ONE: THE ROLE OF MARKETING IN HEALTH CARE ORGANIZATIONS 3
Overview: Marketing Is Pervasive in Health Care 4
The Elements of Marketing Thought 6
TWO: 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
THREE: 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
FOUR: DETERMINANTS OF THE UTILIZATION OF HEALTH CARE
SERVICES 85
Overview: Why People Seek Health Care 86
VI Contents
Multiple Factors Influence Health-Seeking Behavior 95
Local (Small Area) Variations 104
PART TWO
FIVE: 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
SIX: 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
SEVEN: 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
Appendix: Secondary-Data Sources 213
EIGHT: MARKET SEGMENTATION, TARGETING, POSITIONING, AND
COMPETITION 217
Overview: Market Segmentation 219
Contents VII
Segmentation of Consumer Markets 222
Market Targeting 231
Market Positioning 235
Competitive Forces and Competitors 245
PART THREE
NINE: 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
TEN: 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
ELEVEN: PRICING STRATEGIES AND DECISIONS IN HEALTH CARE 317
Overview: Understanding Pricing 318
Consumer Payers 320
Government Payers 341
Private Payers 344
TWELVE: 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
VIII Contents
Evaluating the Major Alternatives 364
Channel-Management Decisions 365
Modifying Channel Arrangements 368
Channel Dynamics 369
Legal and Ethical Issues in Channel Relations 373
THIRTEEN: 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
FOURTEEN: 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 FOUR
FIFTEEN: ORGANIZING, IMPLEMENTING, AND CONTROLLING
MARKETING 471
Overview: Organizing for Marketing 474
Contents IX
Helping the Hospital Become Patient-Oriented 477
Marketing Implementation 478
Evaluation and Control 479
Glossary 491
Notes 511
Index 531
r,
i, FIGURES, AND
EXHIBITS
TABLES
2.1 Features of Health Care Systems 17
2.2 Socioeconomic and Cultural Views of Health Care 19
3.1 Medicare Payment Methods 58
3.2 Channel Distribution by U.S. Sales 61
3.3 Pharmaceutical Industry: Top Ten Companies in R D Spending
and Financial Performance 65
3.4 Nonelderly Population with Selected Sources of Health Insurance,
by Family Income, 2005 78
4.1 Reasons for Seeking Care and Relevant Stakeholders 87
4.2 Percent of Adults with Chronic Conditions Who Lack a Usual
Source of Health Care, by Insurance Status 93
4.3 Local Area Variation 105
6.1 Prochaska and DiClemente s Stages of Change Model 149
6.2 Models of Purchase Behavior 157
7.1 Examples of Internal Records Supporting Health Care Marketing
Applications 183
7.2 What Is Competitive Intelligence? 184
7.3 Range of Sampling Errors (Plus and Minus) Due to Sample Size
(95 Percent Confidence Level) 194
7.4 Sales Forecast Methods 211
8.1 Major Segmentation Variables for Consumer Markets 223
8.2 Steps in the Segmentation Process 232
8.3 Differentiation Variables 239
9.1 Hospital DRG Array 274
9.2 Market Share Capture Potentials 278
9.3 Hospital Product-Line Marketing Return on Investment 279
XI
XII Tables, Figures, and Exhibits
10.1 Levels of Brand Meaning 297
11.1 Sample Activity Bases for Costing Techniques 331
11.2 Medicare Payment Methods 343
11.3 Common Private Insurance Payment Methods 347
13.1 Advertising Media: Their Costs, Advantages, and Limitations 407
13.2 Main Obstacles to Calculating ROI on Marketing Tactics 418
15.1 Major Weaknesses in Marketing Organizations and Corrective
Measures 486
FIGURES
1.1 The 4Ps Elaborated 8
2.1 Health Care Spending and GDP Per Capita 20
2.2 Stakeholders 26
2.3 Strategic Choices to Deliver Health Care Stakeholder Value 28
2.4 Cost 30
2.5 Quality 34
2.6 Customer-Intimate or Total Solution 36
2.7 Total System of Variables for Each Stakeholder 38
3.1 Percent GDP and Sample Health Measures for Selected OECD
Countries 44
3.2 United States Health Spending 2005 49
3.3 Care Providers 50
3.4 Health Plan Enrollment for Covered Workers, by Plan Type,
1988-2006 52
3.5 Flow of Goods and Financial Transactions Among Players in the
U.S. Commercial Pharmaceutical Supply Chain 60
3.6 Trends in Promotional Spending for Prescription Drugs,
1996-2004 63
3.7 Department of Health and Human Services Organizational Chart 70
3.8 Relationships Between Health Care System Stakeholders 71
4.1 Outpatient Visits Per 100 Persons in the United States by Age and
Sex, 2004 89
4.2 Per Capita Spending on Personal Health Care 90
4.3 Factors Affecting Health Level of Consumers 99
5.1 Porter s Value Chain Model 115
Tables, Figures, and Exhibits XI11
5.2 Shewhart Improvement Cycle 120
5.3 Examples of Resources and Capabilities 121
5.4 Product-Market Expansion Grid 125
5.5 Competitive Turbulence: Porter s Model 128
6.1 Five-Stage Model of Consumer Buying Process 155
6.2 Information Sources Influencing Physician Prescription Selection 159
7.1 Nine PATH Profiles and Eleven Dimensions 199
7.2 PATH Model Dynamics and Applications 200
7.3 Marketing Demand Functions 208
8.1 Basic Market-Preferences Patterns 222
8.2 Competitor Map 248
9.1 Five Levels of a Product 264
9.2 Positioning of OTC Pain Relievers: Efficacy Versus Gentleness 273
10.1 Different Product Life Cycle Patterns 305
10.2 The Product Life Cycle of Coronary Artery Bypass Graft Surgery 307
11.1 Price Elasticity 326
11.2 Cost Behavior 328
11.3 Per Unit Costs 329
11.4 The Allocation Process 329
12.1 Comparing Different Channels on Value and Cost 365
13.1 Integrating Marketing Communications to Build Brand Equity 378
13.2 Elements in the Communications Process 381
13.3 Response Hierarchy Models 382
13.4 Semantic Differential for a Hospital 385
13.5 Newspaper Advertisements 388
13.6 Direct-Mail Invitations 389
13.7 The 5 Ms of Communication 398
15.1 Brigham and Women s Hospital 476
15.2 The Control Process 480
EXHIBITS
5.1 Checklist for Strengths and Weaknesses Analysis 122
13.1 Consumer Print Campaign Promoting Hospital Physician Staff 387
|
| adam_txt |
ENTS
Tables, Figures, and Exhibits xi
Preface xv
Acknowledgments xvii
The Authors xix
PART ONE
ONE: THE ROLE OF MARKETING IN HEALTH CARE ORGANIZATIONS 3
Overview: Marketing Is Pervasive in Health Care 4
The Elements of Marketing Thought 6
TWO: 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
THREE: 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
FOUR: DETERMINANTS OF THE UTILIZATION OF HEALTH CARE
SERVICES 85
Overview: Why People Seek Health Care 86
VI Contents
Multiple Factors Influence Health-Seeking Behavior 95
Local (Small Area) Variations 104
PART TWO
FIVE: 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
SIX: 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
SEVEN: 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
Appendix: Secondary-Data Sources 213
EIGHT: MARKET SEGMENTATION, TARGETING, POSITIONING, AND
COMPETITION 217
Overview: Market Segmentation 219
Contents VII
Segmentation of Consumer Markets 222
Market Targeting 231
Market Positioning 235
Competitive Forces and Competitors 245
PART THREE
NINE: 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
TEN: 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
ELEVEN: PRICING STRATEGIES AND DECISIONS IN HEALTH CARE 317
Overview: Understanding Pricing 318
Consumer Payers 320
Government Payers 341
Private Payers 344
TWELVE: 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
VIII Contents
Evaluating the Major Alternatives 364
Channel-Management Decisions 365
Modifying Channel Arrangements 368
Channel Dynamics 369
Legal and Ethical Issues in Channel Relations 373
THIRTEEN: 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
FOURTEEN: 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 FOUR
FIFTEEN: ORGANIZING, IMPLEMENTING, AND CONTROLLING
MARKETING 471
Overview: Organizing for Marketing 474
Contents IX
Helping the Hospital Become Patient-Oriented 477
Marketing Implementation 478
Evaluation and Control 479
Glossary 491
Notes 511
Index 531
r,
i, FIGURES, AND
EXHIBITS
TABLES
2.1 Features of Health Care Systems 17
2.2 Socioeconomic and Cultural Views of Health Care 19
3.1 Medicare Payment Methods 58
3.2 Channel Distribution by U.S. Sales 61
3.3 Pharmaceutical Industry: Top Ten Companies in R D Spending
and Financial Performance 65
3.4 Nonelderly Population with Selected Sources of Health Insurance,
by Family Income, 2005 78
4.1 Reasons for Seeking Care and Relevant Stakeholders 87
4.2 Percent of Adults with Chronic Conditions Who Lack a Usual
Source of Health Care, by Insurance Status 93
4.3 Local Area Variation 105
6.1 Prochaska and DiClemente's Stages of Change Model 149
6.2 Models of Purchase Behavior 157
7.1 Examples of Internal Records Supporting Health Care Marketing
Applications 183
7.2 What Is Competitive Intelligence? 184
7.3 Range of Sampling Errors (Plus and Minus) Due to Sample Size
(95 Percent Confidence Level) 194
7.4 Sales Forecast Methods 211
8.1 Major Segmentation Variables for Consumer Markets 223
8.2 Steps in the Segmentation Process 232
8.3 Differentiation Variables 239
9.1 Hospital DRG Array 274
9.2 Market Share Capture Potentials 278
9.3 Hospital Product-Line Marketing Return on Investment 279
XI
XII Tables, Figures, and Exhibits
10.1 Levels of Brand Meaning 297
11.1 Sample Activity Bases for Costing Techniques 331
11.2 Medicare Payment Methods 343
11.3 Common Private Insurance Payment Methods 347
13.1 Advertising Media: Their Costs, Advantages, and Limitations 407
13.2 Main Obstacles to Calculating ROI on Marketing Tactics 418
15.1 Major Weaknesses in Marketing Organizations and Corrective
Measures 486
FIGURES
1.1 The 4Ps Elaborated 8
2.1 Health Care Spending and GDP Per Capita 20
2.2 Stakeholders 26
2.3 Strategic Choices to Deliver Health Care Stakeholder Value 28
2.4 Cost 30
2.5 Quality 34
2.6 Customer-Intimate or Total Solution 36
2.7 Total System of Variables for Each Stakeholder 38
3.1 Percent GDP and Sample Health Measures for Selected OECD
Countries 44
3.2 United States Health Spending 2005 49
3.3 Care Providers 50
3.4 Health Plan Enrollment for Covered Workers, by Plan Type,
1988-2006 52
3.5 Flow of Goods and Financial Transactions Among Players in the
U.S. Commercial Pharmaceutical Supply Chain 60
3.6 Trends in Promotional Spending for Prescription Drugs,
1996-2004 63
3.7 Department of Health and Human Services Organizational Chart 70
3.8 Relationships Between Health Care System Stakeholders 71
4.1 Outpatient Visits Per 100 Persons in the United States by Age and
Sex, 2004 89
4.2 Per Capita Spending on Personal Health Care 90
4.3 Factors Affecting Health Level of Consumers 99
5.1 Porter's Value Chain Model 115
Tables, Figures, and Exhibits XI11
5.2 Shewhart Improvement Cycle 120
5.3 Examples of Resources and Capabilities 121
5.4 Product-Market Expansion Grid 125
5.5 Competitive Turbulence: Porter's Model 128
6.1 Five-Stage Model of Consumer Buying Process 155
6.2 Information Sources Influencing Physician Prescription Selection 159
7.1 Nine PATH Profiles and Eleven Dimensions 199
7.2 PATH Model Dynamics and Applications 200
7.3 Marketing Demand Functions 208
8.1 Basic Market-Preferences Patterns 222
8.2 Competitor Map 248
9.1 Five Levels of a Product 264
9.2 Positioning of OTC Pain Relievers: Efficacy Versus Gentleness 273
10.1 Different Product Life Cycle Patterns 305
10.2 The Product Life Cycle of Coronary Artery Bypass Graft Surgery 307
11.1 Price Elasticity 326
11.2 Cost Behavior 328
11.3 Per Unit Costs 329
11.4 The Allocation Process 329
12.1 Comparing Different Channels on Value and Cost 365
13.1 Integrating Marketing Communications to Build Brand Equity 378
13.2 Elements in the Communications Process 381
13.3 Response Hierarchy Models 382
13.4 Semantic Differential for a Hospital 385
13.5 Newspaper Advertisements 388
13.6 Direct-Mail Invitations 389
13.7 The 5 Ms of Communication 398
15.1 Brigham and Women's Hospital 476
15.2 The Control Process 480
EXHIBITS
5.1 Checklist for Strengths and Weaknesses Analysis 122
13.1 Consumer Print Campaign Promoting Hospital Physician Staff 387 |
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| discipline | Soziologie Wirtschaftswissenschaften |
| discipline_str_mv | Soziologie Wirtschaftswissenschaften |
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| geographic | USA |
| geographic_facet | USA |
| id | DE-604.BV023312564 |
| illustrated | Illustrated |
| index_date | 2024-07-02T20:50:50Z |
| indexdate | 2024-11-26T04:00:52Z |
| institution | BVB |
| isbn | 9780787984960 |
| language | English |
| lccn | 2007049548 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016496809 |
| oclc_num | 183179530 |
| open_access_boolean | |
| owner | DE-1050 DE-862 DE-BY-FWS DE-473 DE-BY-UBG DE-1049 |
| owner_facet | DE-1050 DE-862 DE-BY-FWS DE-473 DE-BY-UBG DE-1049 |
| physical | XX, 556 S. Ill., graph. Darst. |
| publishDate | 2008 |
| publishDateSearch | 2008 |
| publishDateSort | 2008 |
| publisher | Jossey-Bass |
| record_format | marc |
| spellingShingle | Kotler, Philip 1931- Strategic marketing for health care organizations building a customer-driven health system Medical care United States Marketing Marketing of Health Services methods United States Consumer Satisfaction United States |
| title | Strategic marketing for health care organizations building a customer-driven health system |
| title_auth | Strategic marketing for health care organizations building a customer-driven health system |
| title_exact_search | Strategic marketing for health care organizations building a customer-driven health system |
| title_exact_search_txtP | Strategic marketing for health care organizations building a customer-driven health system |
| title_full | Strategic marketing for health care organizations building a customer-driven health system Philip Kotler, Joel Shalowitz, and Robert J. Stevens |
| title_fullStr | Strategic marketing for health care organizations building a customer-driven health system Philip Kotler, Joel Shalowitz, and Robert J. Stevens |
| title_full_unstemmed | Strategic marketing for health care organizations building a customer-driven health system Philip Kotler, Joel Shalowitz, and Robert J. Stevens |
| title_short | Strategic marketing for health care organizations |
| title_sort | strategic marketing for health care organizations building a customer driven health system |
| title_sub | building a customer-driven health system |
| topic | Medical care United States Marketing Marketing of Health Services methods United States Consumer Satisfaction United States |
| topic_facet | Medical care United States Marketing Marketing of Health Services methods United States Consumer Satisfaction United States USA |
| url | http://www.loc.gov/catdir/enhancements/fy0808/2007049548-d.html http://www.loc.gov/catdir/enhancements/fy0808/2007049548-t.html http://www.loc.gov/catdir/enhancements/fy0811/2007049548-b.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016496809&sequence=000006&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT kotlerphilip strategicmarketingforhealthcareorganizationsbuildingacustomerdrivenhealthsystem AT shalowitzjoel strategicmarketingforhealthcareorganizationsbuildingacustomerdrivenhealthsystem AT stevensrobertj strategicmarketingforhealthcareorganizationsbuildingacustomerdrivenhealthsystem |
Inhaltsverzeichnis
THWS Schweinfurt Zentralbibliothek Lesesaal
| Signatur: |
2000 QX 700 J84 |
|---|---|
| Exemplar 1 | ausleihbar Verfügbar Bestellen |