Technological advancements haven't just impacted the way we treat and heal patients, it has radically changed how we must market to them. Effective marketing strategies today mandate an integrated approach that addresses the ever-increasing importance of the digital world. Through case study, explore successful strategies for building a local hospital brand and defending market share against larger competitors using a two-prong digital strategy. Learn more about consumer digital media habits and how they relate to healthcare and continue to evolve. Discover the role of research in understanding the voice of the customer, the role of physicians in driving brand preference, and its critical importance in the creation of any strategy.