Good marketing helps a hospital grow

The marketing objective of Children's has been to educate its target markets--physicians, donors, and the community at large--about the services and facilities of the hospital. In all activities, the marketing effort has sought to publicize the hospital as a tertiary care institution, which works as a supplement to the services provided in a community hospital. If marketing involves an exchange of values, the Children's Hospital of Philadelphia offers the following value to its tarket markets: a regional referral center that seeks to meet the changing needs of both physicians and patients.