Marketing in healthcare is certainly a developing art and science. Just one generation ago, it was seen as improper for healthcare professionals to...

Marketing in healthcare is certainly a developing art and science. Just one generation ago, it was seen as improper for healthcare professionals to advertise at all! Now, in most circumstances, they truly must advertise and effectively market their services in order to survive. As director of marketing and development for a modern hospital or clinic, how would you set about developing a “brand” for your hospital and promoting that brand in your market area?