Forrester: - Making Leaders Successful Every Day

Hospital marketers are waking up to the new requirements put on them by the emergence of consumer-directed health plans, the growth of health consumerism, the chronic shortage of nurses, and escalating competition among providers. These execs are moving beyond printed brochures and highway billboards and investing more heavily in their Web sites. But organizational and practical problems loom — from securing precious budget dollars to prioritizing an endless wish list of features. Forrester spoke with marketing executives at 13 US hospitals to learn about their pain points and plans for the future.