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On advertising

Running a Hospital, January 30, 2008
Hospital ads are posted mainly as a component of creating a broader brand identity. In this regard, they are remarkably similar to many other corporate ads. But unlike other industries that use it to drive sales, brand identity in the medical field is probably minimally important in generating and maintaining a sufficient level of clinical business. Perhaps more important, it helps create a mindset that the hospital has standing and stature and permanence in the community.