Marketing health care: its untapped potential.
Hospitals should not equate marketing with Madison Avenue styled promotional campaigns. A neutral instrument, marketing offers a range of highly developed basic techniques of data gathering, data analysis, market segmentation, advertising research, and a host of others, from which hospitals can pick and choose to discover the needs and desires of the communities they serve and to better meet these needs and desires.
D000329:Advertising; D003159:Community-Institutional Relations; D006301:Health Services Needs and Demand / Q000191:economics; D006739:Hospital Administration; D011639:Public Opinion; D011641:Public Relations