Healthcare Quarterly

Healthcare Quarterly 5(3) March 2002 : 46-52.doi:10.12927/hcq..16678
Ideas at Work

It's High Time for Hospitals to Adopt Private Sector Marketing Strategies

Tim Keenleyside


For many in the healthcare sector, marketing communications terms such as "branding" and "positioning" represent unfamiliar territory. After all, neither the public nor those directly involved in healthcare delivery are accustomed to viewing healthcare institutions in the same way as private sector brands like Nike, Coca Cola and McDonald's. And yet, major changes have been taking place that are radically altering the relationship Canada's healthcare institutions share with communities.



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