This is an excerpt from a member-only article. To read the article in its entirety, please login
Finding information and market planning
Editor's note: The following is an excerpt from The Complete Guide to Hospital Marketing, a new book from healthcare marketing expert Patrick Buckley and HealthLeaders Media.
In healthcare marketing, the information you need to draw a composite picture of your service area is much more difficult to come by than it is in other businesses. Even though healthcare is a multibillion-dollar industry, historically, hospitals have operated as a cottage industry.
Marketers in industries other than healthcare are used to sharing a significant amount of competitive intelligence, something that is still emerging in healthcare marketing.