TY - JOUR AU - Elrod, James K. AU - Fortenberry, John L. PY - 2018 DA - 2018/12/14 TI - Formulating productive marketing communications strategy: a major health system’s experience JO - BMC Health Services Research SP - 926 VL - 18 IS - 3 AB - Healthcare establishments serve as key community resources, bringing into locales a wealth of resources aimed at enhancing and improving health and wellness. Without effective communications, current and prospective patients will remain unaware of available offerings, foiling opportunities for mutually beneficial exchange. Today, healthcare organizations engage audiences by selecting from among the components of the marketing communications mix, but this wasn’t always the case. There was a time not long ago when communications options were limited due to industry traditions, creating associated challenges. SN - 1472-6963 UR - https://doi.org/10.1186/s12913-018-3676-7 DO - 10.1186/s12913-018-3676-7 ID - Elrod2018 ER -