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What hospitals need in the age of consumerism: guerrilla marketing

December 27, 2018 / Susan Morse

There's a battle going on between health systems for covered lives. There's also an internal battle within organizations between keeping the status quo of what has traditionally worked coming up against new, very targeted approaches to gain consumer share. Whether hospitals have a powerhouse brand or a small marketing department, there are distinct advantages in place today that simply did not exist a decade ago in terms of technology and social media in particular, according to experts interviewed. Healthcare marketing expert John Marzano calls this guerrilla marketing or "moneyball" after the book and movie of the same name about Oakland Athletics General Manager Billy Beane's chase for a win using baseball statistics and analytics.