Developing A Marketing Strategy As A Foundation For Growth: A Case Study

Marketing is often overlooked within health and human service provider organizations because leaders treat it as optional to performance. The prevailing assumption is that marketing may help, but that poor or underperforming marketing will not negatively affect growth, credibility, or competitiveness. In reality, poor marketing is a liability that will degrade strategy.

"Check-the-box" marketing, characterized by promotional activities carried out without a strategic purpose or defined goals, is a common example. While it can appear productive, it typically consumes resources while delivering little or no return. At its worst, marketing without strategy will undermine brand trust, confuse stakeholders . . .