Jiwani, Zahra LadhaPoulin, Marc2022-04-222022-04-22© 20172017Jiwani, Z.L. & Poulin, M. (2017). Innovative Marketing in the Health Industry. In R. Benlamri & M. Sparer (Eds.) Leadership, Innovation and Entrepreneurship as Driving Forces of the Global Economy. Springer Proceedings in Business and Economics (pp. 303 - 315). Springer, Cham. https://doi.org/10.1007/978-3-319-43434-6_25978-331943433-921987246https://doi.org/10.1007/978-3-319-43434-6_25http://hdl.handle.net/20.500.12519/547The health care industry continues to face the challenges of being able to provide high quality services at an acceptable cost. One of the challenges being faced is the reactive versus proactive mode of health professionals and patients, in dealing with health issues. This is due in part to the incongruent incentive structures in place for the B2B stakeholders, as well as the need to create greater awareness of preventive care and its benefit over reactive care. While some stakeholders are now increasing their focus on preventive health care initiatives in order to be more effective and efficient, the health care industry still faces the ultimate marketing challenge of changing health care providers to shift towards a more proactive versus reactive approach to health care. This article explores the literature and industry best practices in marketing for companies focusing on preventive health care. The article discusses a variety of ideas and critically analyzes their potential in the context of a company’s innovative business model on the global market. © 2017, Springer International Publishing Switzerland.enLicense to reuse abstract has been provided by Springer Nature and Copyright Clearance Center.B2BHealth industryInnovationMarketingPreventiveSocial marketingConference PaperCopyright : © 2017, Springer International Publishing Switzerland.