Making Connections

Dunlop, Dan; Herman, Suzanne
September 2007
Marketing Health Services;Fall2007, Vol. 27 Issue 3, p38
Academic Journal
The article focuses on branding and service-line marketing in the healthcare industry. Particular attention is given to how the University of North Carolina (UNC) Health Care department adapted its marketing program to meet the changing needs of the institution. The author argues that UNC learned that good service-line marketing involves good branding, and moved to a more product-specific, results-oriented advertising campaign. While the institution still partakes in its annual branding campaign, it realized that branding and service-line marketing are practices that can successfully work alongside single advertising campaigns. A review of UNC’s marketing campaigns are provided.


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