Idea image by Gerd Altmann from Pixabay. The title, in a nutshell, explains why so much hospital marketing is features based, not a value proposition, brand promise, experience or benefits to the patients based. Ponder that statement for a minute. Now review some of your advertising and messaging- all about your beautiful facilities and locations, your technology for diagnosing and treating disease, third-party awards, how much you care about the patient, even specialized medical services that few people need. Hospital marketing, in that case, is focused on the Board, senior management, and medical staff with all the points they hold near and dear to their hearts. Cold and soulless, these messages are devoid of meaning for the patient yet allow senior management to pat themselves on the back for a great job of building facilities. Other hospitals and health systems in the market take the same approach with a slightly different spin. And then you hear from the medical staff with...