In his new book on hospital and health system marketing
, author Patrick T. Buckley writes of the similarities between marketing a healthcare organization and marketing a funeral home. "People don't typically spend a lot of time thinking about where they would like to be buried or which funeral home should handle the arrangements should they die tomorrow. Likewise, people don't always think about where they want to go if they have a heart attack or need to have hip replacement surgery," he writes. "However, when a person does have a health-related event that requires treatment, you definitely want your hospital to be at the top of his or her mind-and you want it to stay there."