This text investigates the strategic application of marketing principles to the development and promotion of health and wellness programs. Authors Donald Self and James Busbin leverage their academic backgrounds in business and marketing to provide a structured framework for practitioners. The book argues that successful health initiatives require a disciplined approach to consumer segmentation, service positioning, and promotional strategy. By integrating traditional marketing theory with the specific constraints of the healthcare sector, the authors present a roadmap for increasing program participation and sustainability.

Experts in health administration and marketing education identify this as a practical resource for program managers seeking to bridge the gap between clinical intent and consumer engagement. Readers frequently note the clear, systematic approach to applying business logic within the unique regulatory and ethical landscape of the health industry.