Market Research & Market Intelligence: You Need Both!

My colleague Monica Oss’ favorite business topic is marketing—market research, market intelligence, strategic marketing planning, you name it. But "marketing" has always been a discipline (and an investment) that has not been "top of mind" in health and human services. How provider organization executive teams perceive the role of marketing differs among non-profit organizations and for-profit organizations—though I’ve found that neither group makes marketing a key strategic priority. On the for-profit side, my experience has been that marketing is very often limited to the tactical: focused on referrals and referral revenue (without much consideration . . .