Centralising marketing across hospital units
Multi-unit hospital groups pay a hidden tax for decentralised marketing. What to centralise, what to leave local, and the sequence that avoids a year of fighting.
attribution
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What a hospital launch teaches you about demand
A new hospital is the only moment demand is measured honestly. Nine lessons a launch teaches about catchment, referrals, empanelment and attribution, and how to take them back to mature units.