New Book

Launching in 2020


The new edition of Strategic Marketing for Health Care Organizations by Wiley in 2020 is a practical guide for using strategic marketing tools to solve health care problems.

It’s written from the perspective of health care providers as well as health service and product companies.

About the Authors:

Bob Stevens, is president of Health Centric Marketing and an adjunct management professor at Elon University.

Philip Kotler, is the S.C. Johnson Distinguished Professor of International Marketing at Northwestern’s Kellogg School of Management and the author of more than 30 books.

Joel Shalowitz, MD, is a consultant with BDO USA.

“This outstanding book not only delineates powerful conceptual frameworks and tools but is also studded with real-live captivating examples…”

Regina E. Herzlinger

Prof. of Business Administration, Harvard Business School

“It offers both frameworks for thinking about marketing strategy and insights into a range of tactical alternatives. It is a state-of-the-art volume for those in various health care fields who are eager to be better marketers…”

Alan R. Andreasen

Prof. of Marketing, McDonough School of Business, Georgetown University

“This work places marketing as a core activity impacting all of health care, from prevention to continuing care. It provides a comprehensive foundation for beginners and a valuable reference for experienced managers on a major and often overlooked aspect of management.”

John R. Griffith

Prof. Department of Health Management and Policy , University of Michigan School of Public Health

“The authors make many valuable contributions to our field, especially their discussion of tradeoffs among the three core aims of any health care system: Cost, quality, and access. Students and professionals continually face this problem…”

Lawton R. Burns

Prof. of Health Care Systems and Management, Wharton School of the University of Pennsylvania

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.