Integrated marketing.
St. John Health consists of nine hospitals throughout southern Michigan. Recently, in an attempt to brand the system as the state's premiere place for medical services, the system launched 'Real Medicine', a campaign that brands all nine hospitals together. Using print, radio, and television spots, the effort also integrates direct mail collateral and brochures to reach consumers.
D017598:Efficiency, Organizational; D006786:Hospitals, Urban; D008389:Marketing of Health Services / Q000458:organization & administration*; D008824:Michigan; D009096:Multi-Institutional Systems; D019982:Organizational Case Studies