title: HCA Richmond Hospitals' new marketing strategy a winning plan.
abstract: HCA Richmond Hospitals, a five-hospital system in Richmond, Va., is positioning itself as a winner in a highly competitive, healthcare-saturated market since overhauling is marketing strategy a little over a year ago. The marketing strategy enables individual hospital to target their own unique constituencies. "Understanding the intricate marketing dynamics of hospital systems is today of critical importance and equal complexity," said Tony Bejamin, principal of Oxygen Advertising Inc., New York, the agency that remodeled HCA Richmond Hospitals' marketing strategy.
authors.forename: Tom
authors.initials: T
authors.lastname: Rees
mesh_terms: D002391:Catchment Area, Health; D004465:Economic Competition; D019981:Health Care Sector; D008389:Marketing of Health Services / Q000379:methods* / Q000458:organization & administration; D009096:Multi-Institutional Systems / Q000458:organization & administration*; D019982:Organizational Case Studies; D009937:Organizational Objectives; D014768:Virginia