Hospitals used to attract new patients almost entirely through referrals made by family physicians. However, as consumers take a more active role in their healthcare - including by sifting through the increasing availability of health information online - hospitals have had to adopt a stronger consumer strategy that encompasses media relations, community outreach, and digital and social media.
"Consumers have become more assertive in terms of their health- care," says Camela Morrissey, VP and CMO ...