title: Preparing its first national brand, Columbia seeds an identity among its local hospitals. Columbia/HCA, Nashville, Tennessee.
abstract: Columbia/HCA, the industry's 800-pound gorilla, is at last building a national brand. In the process, it has created one of the largest-circulation in-house magazines in the U.S. and found a way to build an enviable direct mail database at the same time.
mesh_terms: D000329:Advertising; D008389:Marketing of Health Services / Q000458:organization & administration*; D009096:Multi-Institutional Systems / Q000191:economics / Q000458:organization & administration*; D009937:Organizational Objectives; D014481:United States