Book Insight : Health Care Marketing: Tools and Techniques , John L. Fortenberry Jr. (Author)

Product Description

Written from the perspective of the healthcare marketing professional, Health Care Marketing: Tools and Techniques presents a series of 39 essential marketing tools and demonstrates their application in the health care environment. Ideal for undergraduate and graduate courses in health care marketing or health care strategy, the tools cover a broad spectrum of topics including product development and portfolio analysis; branding and identity management; target marketing; consumer behavior and product promotions; environmental analysis and competitive assessment; marketing management; and marketing strategy and planning. Each chapter focuses on a specific marketing tool and can be read as stand-alone presentation of the topic. Step-by-step guidelines take the reader through techniques that range from time-tested marketing classics to new models that will undoubtedly become classics in time.

Ideal for undergraduate and graduate courses in health care marketing or health care strategy, the tools cover a broad spectrum of topics including product development and portfolio analysis; branding and identity management; target marketing; consumer behavior and product promotions; environmental analysis and competitive assessment; marketing management; and marketing strategy and planning. The book is organized with these topics:


Product Development & Portfolio Analysis Tools
The Product Life Cycle
Booz, Allen & Hamilton’s New Product Process
George Day’s R-W-W Screen
Theodore Levitt’s Total Product Concept
The Boston Consulting Group’s Growth/Share Matrix
General Electric’s Strategic Business-Planning Grid
Igor Ansoff’s Product-Market Expansion Grid

Branding & Identity Management Tools
Schmitt & Simonson’s Drivers of Identity Management
Calder & Reagan’s Brand Design Model
Martin Lindstrom’s 5-D Brand Sensogram
Lederer & Hill’s Brand Portfolio Molecule
Kevin Lane Keller’s Brand Report Card
David Taylor’s Brand Stretch Spectrum

Target Marketing Tools
The Market-Product Grid
Kotler & Trias de Bes’ Lateral Marketing Strategy
Kim & Mauborgne’s Blue Ocean Strategy
Philip Kotler’s Segment-by-Segment Invasion Plan
The Perceptual Map
Ries & Trout’s Product Ladder

Consumer Behavior & Product Promotions Tools
Abraham Maslow’s Hierarchy of Needs
Everett Rogers’ Diffusion of Innovations Model
The DAGMAR Marketing Communications Spectrum
Raphel & Raphel’s Loyalty Ladder
Bernd Schmitt’s CEM Framework
Osgood, Suci & Tannenbaum’s Semantic Differential

Environmental Analysis & Competitive Assessment Tools
The PEST Analysis
The SWOT Analysis
Michael Porter’s Five Forces Model
Lehmann & Winer’s Levels of Competition Model
Mintzberg & Van der Heyden’s Organigraph

Marketing Management Tools
Leonard Berry’s Success Sustainability Model
George Day’s Market Orientation Model
Blake & Mouton’s Sales Grid

Marketing Strategy & Planning Tools
Michael Porter’s Value Chain
Michael Porter’s Generic Strategies
Kaplan & Norton’s Balanced Scorecard
Kaplan & Norton’s Strategy Map
Ries & Trout’s Marketing Warfare Strategies
Philip Kotler’s Marketing Plan

Each chapter focuses on a specific marketing tool and can be read as stand-alone presentation of the topic. Step-by-step guidelines take the reader through techniques that range from time-tested marketing classics to new models that will undoubtedly become classics in time. Examples include:

The Product Life Cycle
Booz, Allen & Hamilton’s New Product Process
George Day’s R-W-W Screen
Theodore Levitt’s Total Product Concept
The Boston Consulting Group’s Growth/Share Matrix
Igor Ansoff’s Product-Market Expansion Grid
Calder & Reagan’s Brand Design Model
Martin Lindstrom’s 5-D Brand Sensogram
Kim & Mauborgne’s Blue Ocean Strategy
Philip Kotler’s Segment-by-Segment Invasion Plan
Bernd Schmitt’s CEM Framework
Michael Porter’s Five Forces Model
Leonard Berry’s Success Sustainability Model
Blake & Mouton’s Sales Grid
Kaplan & Norton’s Balanced Scorecard

About the author

John L. Fortenberry Jr., MBA, PhD, PhD serves as Health Administration Department Chair, MHA Program Director, James K. Elrod Professor of Health Administration, and Professor of Marketing in the College of Business at Louisiana State University in Shreveport where he teaches a variety of courses in both health administration and marketing. He received a BBA in Marketing from the University of Mississippi; an MBA from Mississippi College; a PhD in Public Administration and Public Policy, with concentrations in health administration, human resource management, and organization theory, from Auburn University; and a PhD in Business Administration, with a major in Marketing, from the University of Manchester.

Comments/Summary

Personally I feel this is an excellent book not only for Healthcare Marketing but for any Marketing professional. The author has managed to collect the most important tools and techniques addressing topics including product development and portfolio analysis; branding and identity management; target marketing; consumer behavior and product promotions; environmental analysis and competitive assessment; marketing management; and marketing strategy and planning.

The 39 tools and technique have been carefully selected and categorized. A marketeer would find this book helpful in his day to day job function. For students this is an excellent book as this book equips them with all the tools and techniques required in Marketing.

Health Care Spending & Coverage

The gross domestic product (GDP) or gross domestic income (GDI) is a basic measure of a country's overall economic output. It is the market value of all final goods and services made within the borders of a country in a year. It is often positively correlated with the standard of living, though its use as a stand-in for measuring the standard of living has come under increasing criticism and many countries are actively exploring alternative measures to GDP for that purpose.

Current estimates put U.S. health care spending at approximately 16% of GDP, second highest to East Timor (Timor-Leste) among all United Nations member nations. The Health and Human Services Department expects that the health share of GDP will continue its historical upward trend, reaching 19.5 percent of GDP by 2017.Of each dollar spent on health care in the United States 31% goes to hospital care, 21% goes to physician services, 10% to pharmaceuticals, 8% to nursing homes, 7% to administrative costs, and 23% to all other categories (diagnostic laboratory services, pharmacies, medical device manufacturers, etc.)


It is well known that health expenditure in India is dominated by private spending. To a large extent this is a reflection of the inadequate public spending that has been a constant if unfortunate feature of Indian development in the past half century.

The greater reliance on private delivery of health infrastructure and health services therefore means that overall these will be socially underprovided by private agents, and also deny adequate access to the poor. This in turn has adverse outcomes not only for the affected population but for society as a whole. It adversely affects current social welfare and labour productivity, and of course harms future growth and development prospects.(Source:Hindu Business Line).

Keeping all this in mind, I wonder how should India feel about the current health care proposal by the Obama government? India with it's growing success and GDP will never be in a position to provide such an extensive health coverage/social security coverage to the massive population !

Thoughts ?

The cost and time of developing and bringing a drug to market !

The cost and time of developing and bringing a drug to market is over $900 million and often takes as long as 15 years, if not longer. The cost is mainly attributed to extensive failure rate of clinical trials, 80 % of the drugs fail to clear this stage. A recent study from the Tufts Center for Drug Development concluded that 75% of the drugs that enter phase I move forward to phase II, however, only 42% of those progress to phase III. Of those phase III drugs, only 64% successfully make it through to FDA approval.

In some ways investing in a drug trial is like betting you r money in a casino, of course after analyzing which compounds have a better chance of success. The Food Drug Administration (FDA) estimates that it takes approximately eight and- a-half years to study and test a new drug before it can be approved for the general public. This estimate includes clinical trials using human subjects through the FDA approval process. Preclinical testing can take 6.5 years to complete.

In contrast, the amount paid to market these products is minimalistic compared to the overall cost. It would be interesting to study how much influence does marketing have on the doctors decision as compared to the therapeutic effect of the drug ?

Welcome to the Healthcare Marketing HUB

The aim is to create a portal to discuss the various aspects of marketing in the healthcare industry !

The following definitions were approved by the American Marketing Association Board of Directors:
Marketing:
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Healthcare Marketing is the application of the same principles to the world of Healthcare.