‘Director’ Title Becoming More of a Catch-All

As hospital identities are becoming blurred by the pervasive and unabating M&A trends, so is the definition of "director," the most common title for the individual that directs the marketing responsibilities (60%) for the facility, according to the most recent 1996 Hospital Marketers' Survey released by Opinion Research Corp. Int'l (Evanston, Ill.) Most directors operate within the PR (32%) or marketing (32%) departments, with the remainder spread across a variety of communications departments.