Just about every hospital I’ve dealt with has a “marketing” department. Why did I put “marketing” in the dreaded quotation marks? Well, because “marketing” means so very many different things to individual hospitals or healthcare systems.
In some cases, “marketing” means “fund raising.” To others, it means sending out press releases on health and wellness programs. Still others equate “marketing” with “advertising,” (generally resulting in little more than a shameful waste of money, if you ask me).
In truth, (according to the American Marketing Association):
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Hospitals are quick to point out that they are doing the latest procedure, that they have the most modern equipment, and they generally provide high-tech services. Isn’t it time for hospitals to move into the 21st Century with their marketing?
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