New Second Edition 

Strategic Marketing for Health Care Organizations:

Building a Customer-Driven Health System


The second edition of Strategic Marketing for Health Care Organizations: Building a Customer-Driven Health System published in 2021 by Wiley is a practical guide for using strategic marketing tools to solve health care problems.

It’s written from the perspective of health care consumers, physicians, hospitals, medtech companies, biopharma companies, and social cause organizations.

About the Authors:

Bob Stevens, is president of Health Centric Marketing and an adjunct instructor in Management & Entrepreneurship at the Love School of Business at Elon University.

Philip Kotler, is the S.C. Johnson Distinguished Professor of International Marketing (emeritus) at Northwestern’s Kellogg School of Management and the author of more than 80 books.

Joel Shalowitz, MD, blogs daily on

What People Are Saying

“Health care providers, payers, life sciences companies, and public agencies and institutions must see marketing as a tool to understand and put the patient first. This text on market analyses and user-centricity does just that.”

Leah J. Vriesman

Executive Director & Professor of Health Policy & Management and Co-Director of the Center for Healthcare Management, UCLA Fielding School of Public Health

“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.”

John L. Fortenberry, Jr.

Professor and Chair, Elrod Department of Health Administration, LSU Shreveport

“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

Marketing faculty (retired) , Haas School of Business UC-Berkley

What’s in the New Edition?


Why market health care?

Most think of marketing as promotion. Actually, it’s all about value.

Why bother with a marketing plan?

Marketing plans focus strategies and build consensus.  Learn to build a plan that gets implemented.

How's the environment changing?

Start with market opportunities and threats.  Understand competitor strengths and weaknesses.

What do consumers want?

Use marketing tools to meet the needs of different types of consumers.

Can marketing help physicans and hospitals?

Who are provider customers, what do they want, and what drives loyalty?

What is missing in health technology marketing?

Hint: Be market-driven, not product-driven.