TITLE

Work of Heart

AUTHOR(S)
Ross, Henry
PUB. DATE
September 2007
SOURCE
Marketing Health Services;Fall2007, Vol. 27 Issue 3, p31
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article focuses on employer-directed marketing in the healthcare industry. The author argues that building and maintaining a strong market brand requires a mix of broad and target strategies. While general advertising and mass-mail campaigns aim to keep services in the minds of consumers, a more focused approach often provides the best and most readily measurable results. The article reveals that an increasing number of hospital marketing strategists are looking at the target opportunities that employers and their commercially insured employees. The author reports that by applying proven and effective principles of marketing, hospitals are improving their own bottom-line profitability, with the added bonus of delivering quantifiable benefits for employers. INSET: WHMC partnership benefits.
ACCESSION #
27150378

 

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