TITLE

When a Big Name Isn't Enough

AUTHOR(S)
Weiss, Rhoda
PUB. DATE
June 2009
SOURCE
Marketing Health Services;Summer2009, Vol. 29 Issue 2, p6
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article focuses on the campaign "Charting a New Course" implemented by the Mayo Clinic Florida to increase their customers and advertise its services through featured news, television and community news in 2009 in Jacksonville, Florida. Mayo, which a hospital in 2008, has their clinical stories appeared in featured news to market their area of excellence such as cancer and transplant services. It states that Mayo's relationship with local television news stations provided the company opportunity to allow public gain knowledge of their expertise. It cites that Mayo has tapped community news to publicize their expertise in breast cancer research.
ACCESSION #
42989626

 

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