The AHA's Society for Healthcare Strategy and Market Development asked marketers what they were most challenged by. The responses may surprise you. Ironically, what didn't top the list is the industry's soaring consolidation or fierce competition brought on by managed care. In fact, marketers are most challenged by:
- Growing market share 51.2%;
- Enhancing patient satisfaction 17.9%; and
- Raising consumer visibility 15.4%.
The survey is based on responses from marketers at 124 hospital-based and integrated delivery system-based organizations.
(AHA, Liz Liwazer, 312/422-3897)