Charting the Healthcare Marketing Roadmap

Effective branding in healthcare is a highly desired goal, but achieving it is tough. Should you use an "umbrella" approach that promotes all hospitals and facilities in a system under one major brand or allow individual facilities to maintain their own identities? These questions and other pressing marketing issues are addressed in The New Rules of Healthcare Marketing: 23 Strategies for Success by Arthur C. Sturm. The book is a resource for navigating the complex maze of healthcare marketing - from open enrollment strategies and managed care contracting to market segmentation and organizational restructuring.