title: Holy Cross builds a comeback on grass-roots neighborhood doctors' offices.
abstract: In Chicago, a hospital pretty much on its last legs figured its last, best chance to survive was to appeal to the polyglot market around it. Unlike most other healthcare institutions, however, it succeeded at what might be the era's hardest marketing problem. Its secret: a gritty, sophisticated, unrelenting block-by-block community relations effort.
mesh_terms: D002641:Chicago; D003159:Community-Institutional Relations; D005006:Ethnicity; D006297:Health Services Accessibility; D006745:Hospital Bed Capacity, 300 to 499; D006759:Hospital-Physician Joint Ventures / Q000458:organization & administration*; D016519:Hospitals, Religious / Q000191:economics / Q000458:organization & administration* / Q000592:standards; D006801:Humans; D008389:Marketing of Health Services; D012017:Referral and Consultation