title: Integrated marketing.
abstract: 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.
mesh_terms: D017598:Efficiency, Organizational; D006786:Hospitals, Urban; D008389:Marketing of Health Services / Q000458:organization & administration*; D008824:Michigan; D009096:Multi-Institutional Systems; D019982:Organizational Case Studies