"Advertising is based on one thing: happiness," Don Draper proclaims in the first episode of AMC's Mad Men, the gritty, award-winning drama centered around a 1960s advertising agency.
"And do you know what happiness is? Happiness is the smell of a new car. It's freedom from fear. It's a billboard on the side of a road that screams with reassurance that whatever you're doing is okay. You are okay."
Sure, Don said this while delivering a pitch to a tobacco company, but the sentiment relates to hospital marketing today. Patients are constantly looking to be reassured that they and their family are getting the best care. That they're going to be okay. They need to be told this before they reach their positive outcome—and that's where marketing comes in.