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Submitted By Geminigirl1964
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Running Head: MARKETING AND THE HEALTHCARE SYSTEM

Marketing and the Healthcare System
Rondelle T. Petersen
HSA 315
May 6, 2013
Prof. Donna Pearson

Piedmont Atlanta Hospital – a 488-bed, private, not-for-profit hospital – is a leader in patient care that’s helped the Atlanta community gets better and stays well for more than a century. Named the top acute-care community hospital in metro Atlanta in U.S. News and World Report’s Best Hospitals list, Piedmont Atlanta consistently ranks in the top five among metro Atlanta hospitals in patient satisfaction scores. Piedmont Atlanta combines a personalized approach with innovative technologies to deliver treatments that set a new standard for excellence in care, including a state-of-the-art cancer center that offers complete therapy, disease management, prevention and wellness. In addition, our team is active in the research and development of advanced treatments and procedures aimed at delivering better patient outcomes. As the health care needs of the population grow, so do the opportunities for health care organizations and providers to meet these needs. Competition is growing, however, requiring health care providers to become increasingly savvy about marketing strategies. They need to effectively target potential clients with messages designed to increase awareness of their services. “The decision makers in health care are not always immediately apparent. Some providers wrongly focus on the consumer market, when other drivers of health care decisions may be overlooked. For most high-end surgical services--cardiology, neurology, and orthopedics--primary care physicians are relied on by patients for making recommendations on which specialist to see, says Lin Grensing-Pophal, author of "Marketing with the End in Mind." That means that specialists in these areas would be wise to develop strong

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