Marketing in the best of economies is challenging. But with reduced budgets, shifting expectations for staff and conflicting priorities with other internal departments, and funding, planning and implementing an efficient, modern and integrated marketing strategy–especially for hospitals and healthcare systems–is becoming something that requires a Herculean effort to find and enjoy success.

This month’s feature explores these challenges:

• Money: It doesn’t take much to imagine how the economy has affected budget…but how are reduced budgets affecting priorities…and what are marketers doing to adjust?


• Staff: As digital and online media continue to revolutionize communications, the need for traditional marketing skills have evaporated. How is this affecting new media strategies…and what can be done?


• Support: Even with an unlimited budget, a staff full of cutting–edge employees and a flawless strategy, hospital marketing directors are quite likely to run into conflicts with other departments that are also busy with their own schedules, priorities and perhaps reduced budgets, too. What are some ways to respond to this?