Discussion:
Explain the relative emphasis that would be placed on advertising or personal selling in each of the following situations:
a) a) A manufacturer of an infusion pump therapy kit for use in hospitals
b) b) A hospital offering a nutrition work-shop for seniors, and
c) c) An academic medical center offering a helicopter service for trauma cases within a 200-mile radius of the facility.
Text: Berkowitz, Eric N. Essentials of Health Care Marketing Third Edition. Jones and Bartlett Publishers. Sudsbury, Massachusetts. 2011