Hospital Marketing: More Than Ads and Press Releases

In other industries, say, finance or retail, consumers can make quick and easy comparisons online. Healthcare has some ground to make up. Michele Wilson in HealthLeaders Media:

For Sanford Health, an integrated system with 1,581 licensed beds, 32 hospitals, and more than 110 clinics across eight states, marketing steers the organization now more than ever. “We’ve become a greater strategic partner,” says Angela Novak, marketing and brand strategy vice president for the Fargo, ND, region. “It’s an opportunity to expand our role from pure advertising or communication to taking a look at the broader definition of marketing, what the patient experience is, what the delivery of [care] would be.” Marketing there is no longer about simply fulfilling requests for advertising campaigns, she adds.”



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