What Kind of Marketing Organization is Your Health System?

Marketing management systems differ from health system to health system. Some are expansive, core business functions with strong growth accountabili­ties, others are configured functionally to support the development and deployment of marketing tactics, and still others have not evolved from those early days when marketing relied on a narrow set of tools to promote programs and services.  This article describes 5 different approaches to marketing management – and the importance of aligning structure to strategy.