When I work with provider organizations to “teach” marketing, I share a simple explanation for what “marketing” actually is: it is the overlap between the customers (both payers and consumers) and the service provider organizations. Your marketing strategy, which should be based on creating and offering some kind of “value” to your customers, will serve as the roadmap for an actual marketing plan to get all the necessary revenue you need in exchange for that value.
However, marketing is a big world with lots of strategies and tactics to achieve the above stated goal. For those executives that are looking . . .