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.

• 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

"Strategic Marketing for Health Care Organization thoughtfully describes the uniqueness and intersectionality of the needs and solutions within the variety of health care sectors as they develop marketing strategies for a comprehensive and holistic approach to improving our health care system as we all strive to improve the health of our nation."—Suzy Harrington, DNP, RN, MCHES"This updated edition of the industry-leading Strategic Marketing for Health Care Organizations text is a must for any executive hoping to manage a successful health care marketing program.  The book contains a perfect blend of real world and hypothetical examples and frameworks.  Particularly helpful is the way the authors have interwoven building-blocks of a single prototypical health care marketing case, surrounded with a long series of other examples that reinforce their insights. Using the latest strategic and tactical approaches, this edition skillfully provides the pros and cons of a wide range of possible in-market options, all within the context of what's actually happening today in health care marketing, including the COVID-19 pandemic."—Lynn B. Upshaw, retired MBA marketing faculty, Berkeley-Haas School of Business, and former marketing consultant to multiple health care firms, including Kaiser Permanente, WellPoint Health Networks, and Health Net, Inc."The Second Edition of Strategic Marketing for Health Care Organizations: Building a Customer-Driven Health System continues the outstanding legacy established by the first. In this comprehensively updated work, Kotler, Stevens, and Shalowitz clearly and convincingly present core foundations and cutting-edge insights, bringing the theory and practice of health care marketing to life. Its accessible, yet rigorous style suits health and medical academics, executives, and students alike, providing rich education and enlightenment. A true masterpiece of the discipline, it should be considered required reading for anyone serious about health care marketing."—'Dr. John L. Fortenberry, Jr., MBA, PhD, PhD, Professor and Chair, Elrod Department of Health Administration, LSU Shreveport; Vice President of Marketing Strategy and Planning, Willis-Knighton Health System