Book Review: “Humanism in Marketing Responsible Leadership and the Human-to-Human Approach” (Philip Kotler)
In the wicked, profit-driven world of healthcare, the desperate cries of suffering patients often fall on the deaf ears of an industry consumed by the pursuit of wealth. Where once the noble mission was to heal the sick, a cruel 180-degree transformation has occurred – patients, the ailing and pain-ridden, have become a mere afterthought, their wellbeing sacrificed at the altar of corporate greed.
Yet, amidst this bleak landscape, a beacon of hope emerges in the form of Philip Kotler’s latest masterpiece, “Humanism in Marketing: Responsible Leadership and Human-to-Approach.”
Released on October 26, 2024, this book is a breath of fresh air, a clarion call to restore the humanity at the heart of an industry that has lost its way.
“Humanism in Marketing: Responsible Leadership and the Human-to-Human Approach” is edited by Philip Kotler, Waldemar Pfoertsch, Fabio Ancarani, and Ivan Ureta
Kotler’s work shines a desperately needed light, illuminating a path forward where patients are not merely a means to an end, but the true focus of a healthcare system driven by compassion, empathy and the unwavering commitment to heal. In a world consumed by darkness, this book offers a glimmer of hope for a better, more humane future.
Each chapter of the fifteen chapters is a masterpiece, but Philip Kotler’s personal reflection, “My Life as a Humanist,” that truly sets the tone.
Kotler advocates for a framework that transcends religious dogma, grounded instead in the rational, scientific principles of secular humanism. His vision is one of progress, democracy, and the unwavering protection of human rights – a future where governments and businesses work in concert to further societal wellbeing and peace.
In a world where the patient’s needs so often take a backseat to the pursuit of wealth, Kotler’s words offer a glimmer of hope. His work has the power to inspire a new generation of pharmaceutical entrepreneurs and marketing professionals, guiding them towards a more humane, compassionate approach to their vital work.
The chapter “The Need Of Humanism And Responsible Leadership In Times Of Polycrisis” is another gem.
It is common to believe that history repeats itself, posing humanity nearly the same challenges over and over. This belief implies a dualist relationship, a tension between us, the humanity, and the history. This dualist tension, nevertheless, does not exist. History does not repeat itself per se.
History is a human-made product. It is inherently linked to the human actions from which it originates. It is the product of the human mindset and the way we struggle with our limited identities within an ever-changing context. History takes the shape of our narratives.
Therefore, if history puts in front of us very similar challenges which seem to happen cyclically, that is because our behavioral patterns are influenced by a state of consciousness which hardly evolves toward more advanced ways of self-identification. In considering this intrinsic limitation, human beings
The chapter “Relationship of Humanistic Management, H2H Marketing, and Design Thinking” offers valuable insights into how businesses can adopt a more people-centered approach.
It explores how businesses can succeed by putting people first. It emphasizes three main concepts: humanistic management, Human-to-Human (H2H) marketing, and design thinking.
Humanistic management focuses on treating people with respect and building meaningful relationships, moving beyond just profit-making. The chapter acknowledges that we live in uncertain times, where everything is increasingly interconnected.
H2H marketing encourages businesses to connect with customers personally rather than seeing them as mere data points. When combined with design thinking – a problem-solving approach based on understanding customer needs – companies can create products and services that truly help people.
This people-first approach leads to better customer experiences, stronger loyalty, and more authentic business relationships. Companies that focus on understanding and valuing people, rather than just pursuing profits, are likely to have an advantage in today’s market. This shift could change how we define business success.
The Chapter “Humanistic Management into Practice: What Should a Humanistic Manager Do?” is a huge learning for pharma marketers.
What does humanistic management mean for today’s business leaders? After examining theories and real business examples, we need to focus on practical steps managers can take.
Today’s world needs a new kind of marketing that is more human, ethical, sustainable, and inclusive. This approach is especially important now, as companies worldwide struggle for growth during difficult economic times. While Western economies depend on central banks’ support and China shows mixed growth signals, marketing could be key to business success.
Managers need to understand how to apply humanistic principles in their daily work. This means moving beyond traditional finance and accounting to focus on human-centered marketing strategies. Companies that adopt this approach can create sustainable growth while staying true to ethical principles and meeting people’s real needs.
This chapter “The Genesis of Human-to-Human Marketing” is also the foundation of the book “H2H Marketing”
Over the past 50 years, the global economy has changed dramatically due to three main factors: changing global politics, increased globalization, and new technologies.
The rise of computers, internet, and mobile devices has transformed how businesses operate and communicate. Digital technology created new ways to reach customers through e-commerce, social media, and data analytics, completely changing how marketing works.
As societies evolved, so did consumer behavior. Marketers discovered the importance of understanding what different customer groups want and need. New market research tools – like surveys, focus groups, and data analysis – helped businesses gain better insights into their customers’ preferences.
These changes let companies create more targeted marketing strategies, moving away from one-size-fits-all approaches to more personalized customer connections.
The chapter “Humanistic Marketing: The Pharma Perspective” addresses the inseparable relationship between patients, doctors, and the pharmaceutical industry, combining emotional insight with authoritative analysis.
Traditionally, healthcare marketing has treated patients as passive recipients rather than active participants in their care, despite being the primary revenue source for pharmaceutical companies. Though patients were the end consumers of medications, they were largely ignored in marketing strategies and not viewed as customers by medical professionals or pharmaceutical companies.
However, influenced by thought leaders like Philip Kotler, this perspective is changing. There’s a growing recognition of the need to transform healthcare marketing to a more patient-centric approach. This shift calls for both healthcare providers and pharmaceutical companies to embrace a more empathetic, “Heart to Heart” (H2H) mindset when engaging with patients.
The Case Study “Medtronic and Human-to-Human Marketing Applied” is a very interesting chapter in this book.
About the authors of this chapter
About Medtronic
Medtronic is the largest medical device company in the world that makes medical devices to help sick people. It started back in the 1950s.
The company has a special goal (we call it a mission): They want to:
– Help people who are in pain feel better
– Make sick people healthy again
– Help people live longer
From the very start, the founder of Medtronic believed that taking care of patients was the most important thing. Even today, when the company makes decisions, they always think about what’s best for patients first.
Of course, the company also needs to make money to keep running and growing. This has helped them stay successful for many years. This is in line with the Human-to-Human philosophy laid down in the book “H2H Marketing”.
Medtronic helps people with four main types of health problems:
1. Diabetes (when your body has trouble controlling blood sugar)
2. Heart problems
3. Brain and nerve problems
4. Problems that need surgery
Think of Medtronic like a helper that makes special tools doctors use to make people feel better!
Patient-centered activities
Focusing on Europe, the Middle East, and Africa (EMEA region), the Diabetes business over the last 5 years has doubled its turnover and the human marketing approach has been one of the essential drivers of such relevant growth. The EMEA (Europe, team learned something important about diabetes care:
- Unlike other medical areas, choosing a diabetes treatment isn’t just up to the doctor.
- Other people have a say in the decision.
- The most important person in this decision is the patient themselves.
Think of it like buying a car – while a car salesperson might recommend what’s best technically, the person who will drive the car every day has the biggest say in which one to choose.
Let me make this clearer and simpler.
For people with diabetes:
– The patient actually uses the medical devices daily
– Because of this hands-on experience, patients now have more say in their treatment choices
– However, doctors and nurses still play a key role
While patients become experts in living with diabetes and using their devices, they still need their medical team because:
– Only doctors can prescribe the advanced technology and devices
– Nurses and doctors guide patients on using these tools correctly
– The medical team helps patients access these technologies through the healthcare system
In simple terms: Although patients have more voice in their care today, doctors and nurses remain essential gatekeepers for accessing and using advanced diabetes technology.
1. Medtronic’s New Approach:
– They decided to talk to everyone like real people (Human-to-Human)
– They remembered that doctors and insurance companies are made up of real people too
– Everyone, whether a doctor or insurance person, thinks in similar human ways
2. Building Trust:
– Medtronic wanted their brand to mean something special
– They wanted to be seen as a friendly, long-term partner
– Their goal: Help people fight diabetes for life
3. New Team Structure:
They created three special teams to work with:
– Patients (people with diabetes)
– Healthcare Professionals (doctors and nurses)
– Insurance/Mediclaim people
Instead of being just a company selling medical devices, Medtronic wanted to be more like a trusted friend who really understands what each person needs.
Medtronic made two teams that work together:
1. The Old Team (Product Marketing):
– Focuses on medical devices and products
– Keeps doing their important work
2. The New Team (Customer Success):
– Their daily mission: Really understand what customers need
– Find ways to help customers better
– Build trust with customers
– Make every interaction count
Think of it like a restaurant:
– One team makes sure the food (product) is great
– The other team makes sure customers feel welcome and happy
Both teams are important – they just do different jobs to make things better for customers.
The journey for these customers’ teams starts with the same question: do we understand our customers?
This takes me back to the 1960 article in HBR by Ted Levitt “Marketing Myopia” where he asks the readers – ‘Do you know which business are you in?’.
Instead of just saying “Buy our product!”, Medtronic started asking “How can we help make your life better?”
It’s like going from:
– “Here’s our blood sugar monitor.”
TO
– “What’s the hardest part of managing your diabetes every day?”
This new way of thinking led Medtronic to:
1. Finding more ways to help people
2. Offering extra services, not just devices
3. Building loyal customers who trust them
4. Growing the business by solving more problems
It’s like a car dealer who doesn’t just sell you a car, but also:
– Teaches you how to drive better
– Helps you plan road trips
– Reminds you when to get maintenance
– Is there when you need help
From the lessons learned from Medtronic, If I were a brand manager in a company with a strong OHA portfolio, what would I do?
Understand Daily Challenges of Diabetes Patients and help with:
- Night-time sugar management
- Exercise planning
- Travel tips
- Holiday meal guidance
My Humanistic Approach Will Extend to Family Support:
- Teaching family members about diabetes
- Helping parents of diabetic children
- Supporting caregivers at home
- Caution and educate the close family members on pre-diabetes.
My Patient-Service Approach Would Also Extend to Lifestyle Integration:
- Tips for social events
- Work-life balance with diabetes.
- Sports and activity guidance
- Restaurant eating advice.
It’s like having a friend who doesn’t just give you a map but helps you plan the whole journey and walks alongside you.
This is the lesson I learned from the case study of Medtronic, in the book “Humanism in Marketing: Responsible Leadership and the Human-to-Human Approach” by Philip Kotler , Waldemar Pfoertsch , Fabio Ancarani and Ivan Ureta, PhD (KCL) .
Conclusion
I hope Philip Kotler’s visionary approach continues to inspire pharmaceutical entrepreneurs and marketing professionals for generations to come. Rather than dwelling on viral horror stories about the industry, let’s view pharmaceutical marketing through Kotler’s fresh perspective and remove our myopic blindfolds. The key lies in starting with the fundamental question: what do patients truly need, and how can the inseparable trio of patients, doctors, and the pharmaceutical industry work together to meet these needs?
The time has come for the global pharmaceutical industry to embrace the Medtronic Model of Marketing, which perfectly aligns with Human-to-Human and Heart-to-Heart Marketing principles. This model emphasizes genuine empathy, transparent communication, and collaborative healthcare delivery, ultimately fostering trust and better patient outcomes. By prioritizing human connection alongside medical innovation, we can create a more compassionate and effective healthcare ecosystem.
Chapter 13: “Humanistic Marketing – The Pharma Perspective” is authored by Vivek Hattangadi