First few Article Sentences
One of the more common mistakes health care marketers make is to develop messages based on what they want to say, not what the patient needs to hear. Even when the marketer thinks they know what the patient is looking for, they may still miss the mark if they don't understand how their audience defines the issue.
This point was driven home recently at a Puget Sound American Marketing Association luncheon presentation on “Healthcare Messages That Resonate on Quality”. Each table was asked to discuss how we define quality in healthcare, and then saw research findings that showed we had all missed the correct answer.