How will leading health care execs face the challenges ahead?

Weiss, Rhoda
October 2010
Marketing Health Services;Fall2010, Vol. 30 Issue 4, p3
Academic Journal
The article discusses views of health care executives on the role of marketing to face the challenges surrounding the health care industry in the U.S. George C. Halvorson, chairman and chief executive officer (CEO) of Kaiser Permanente, stresses that marketing will play a huge role in health care reform since opportunities will compete based on care outcomes and care quality. Deborah A. Proctor, president and CEO of St. Joseph Health System, suggests that once an organization has identified its business strategy, marketing must ensure the strategy resonates with consumers and other stakeholders. Meanwhile, Ronald R. Peterson, president of the Johns Hopkins Hospital and Health System, views marketing and public relations as a way to educate the people about access to quality health care.


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