Maceo, Brenda
January 2011
Marketing Health Services;Winter2011, Vol. 31 Issue 1, p26
Academic Journal
The article focuses on the marketing strategy of City of Hope, one of the largest providers of cancer care in California, to build national brand awareness. It says that the organization has integrated national awareness goals into its institutional strategic planning process on a local and nonprofit budget. It states that the cause-related marketing team of the organization has added business development to its role and broadened its marketing outreach and relationships with celebrities. Moreover, the web team has moved into social media and marketing analytics to attract younger national audience. Furthermore, the entire marketing team has collaborated with its fundraisers and philanthropic efforts through its Music and Entertainment Industry, board connections and patient relationships.


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