With the growth in marketing budgets and shrinking internal resources, increasingly hospitals are turning to advertising agencies for marketing assistance. Unfortunately, many are wasting time and money because they haven't selected the right agency or they lack experience working with today's breed of advertising agency. Learn how to pick the right agency for your hospital and the art of negotiating contracts. Understand what makes ad agencies really tick—and how to become your agency's favorite client. Discover the art of directing your agency and avoid having your agency direct you.