title: Washington Hospital Center defends its position. Changing situation calls for a new approach.
abstract: Washington Hospital Center, in the nation's capital, found cardiac care, its leading source of revenue, challenged by new contenders. This launched an aggressive campaign directly at patients, encouraging them to use WHC's diagnostic testing services.
authors.forename: J D
authors.initials: JD
authors.lastname: Botvin
mesh_terms: D000329:Advertising; D001145:Arrhythmias, Cardiac / Q000175:diagnosis / Q000628:therapy; D016507:Cardiology Service, Hospital / Q000592:standards*; D003256:Community Participation; D004219:District of Columbia; D006293:Health Promotion; D006786:Hospitals, Urban / Q000458:organization & administration* / Q000592:standards; D006801:Humans; D008389:Marketing of Health Services / Q000379:methods*; D008402:Mass Media; D011787:Quality of Health Care