And it’s not about “putting heads in the beds.” The marketing mission is now engagement, experience, and demand management. From what I can see, the great majority of hospital leadership still believes hospital and system marketing is the “all about us” story. The story of being “world-class” with dazzling high-tech equipment, state-of-the-art buildings, awards, and all the features of care as seen as important to the hospital or health system, without any mention of the value and benefit to the end-user, aka, the patient. Old and tired from the 1990s, that kind of marketing and content doesn’t work anymore. This is the new mission of hospital marketing in a value-based world. Consumer and Patient Engagement More than a buzzword, engagement is the way that one binds the healthcare consumer and patient to the hospital or health system network. In an age where the changes over the last decade mean that a person only needs a hospital for three items- emergency care, care for acute complex...