Healthcare Marketing Advisor, March 2008

Inside:

Marketing to the next generation of patients

Mystery shoppers take the mystery out of the patient experience

Discover the pros and cons of joint ventures with physicians

Make data reporting successful at your hospital

Using physician relations reps to provide field intelligence

Connecting with boomers, one step at a time

Market strategy

Marketing to the next generation of patients

by Gienna Shaw

How do you compete in a crowded market when other hospitals offer unique services, such as spa-like amenities, or have the advantage of strong name recognition? For St. Mary's Medical Center in San Francisco, the answer was to carve out a niche it could call its own-the 20-somethings known as transitional professionals.