Marketing matters more now than ever as part of a sustainability strategy for health and human service organizations. Why? For all the reasons we've been covering all year. The health and human service field has, over time, moved from an economic model resembling local utilities to a national competitive model. And, that competition is focused on value to the customer—the payer, the health plan, the consumer, and/or the caregiver, depending on your organization. That's where marketing comes in. Many executives think of marketing as "selling." But "sales" is only one tactical element of marketing. Marketing is . . .