Can You Shape The Market?

Marketing plans are generally focused on the strategy and tactical approach needed by an organization to compete for revenues—both consumers and contracts. These plans, like strategic plans, are based on analysis of the market landscape as it exists. But there is another type of marketing—government relations—that modifies how government agencies regulate and/or fund that market. Government relations (affectionately known as lobbying) is used every day by almost every industry to shape the market landscape as it exists.

The question for most executive teams is how to do that. What is the process for changing the health . . .