With all the things that hospital leadership and healthcare marketing executives have on their plates and keeping them up at night, here’s a new one. And unfortunately, it’s out of one's control, and no exceptions are allowed. With the economic shift from a product and service economy to an experience economy, providers are at a clear disadvantage by continuing to market like it is the 1990s. Now that being said, it’s not all providers, but the vast majority. Being paid for the production of care in the fee-for-service model is a product and service approach to healthcare. Though the payment mechanism is changing, little has changed in provider marketing. A vast majority of healthcare providers still taking the product marketing features approach. Notice that I did not say features and benefits marketing. Providers only go halfway choosing features or warm fuzzy improbable benefits but not both in their marketing. I have yet to see a provider o...