In Search of Good Medicine

In this book, healthcare marketing veteran, Mark Shipley, provides an executive overview of the new realities of healthcare marketing and offers a proven protocol for positioning organizations to be competitive in the new marketplace.

As the American healthcare system sorts out the ramifications of healthcare reform, patients have quietly reinvented the healthcare decision-making process, refining their own roles and changing their expectations of the people and organizations they turn to for care. To attract and engage these empowered, self-directed patients, healthcare marketers will need to overcome their addiction to outdated strategies and tactics, and to make significant behavioral changes in the way they go to market. In this book, healthcare marketing veteran, Mark Shipley, provides an executive overview of the new realities, and offers a proven protocol for positioning organizations to be competitive in the new marketplace.

During his 25+ year career in brand development, Mark Shipley has played a leading role in discovering and implementing brand building programs for hospital systems and large physician practices. He co-founded Smith & Jones in 1985 with his partner Sara Tack. Under his direction, this firm’s work has won Best of Show in the Healthcare Advertising Awards, as well as being recognized by The Aster Awards, the American Marketing Association, One Club, New York Festivals and The London International Awards. Mark serves on the Board of Directors for the Albany chapter of Entrepreneur’s Organization, Troy 20:20 and YMCA Camp Chingachgook, is Past-President of the American Marketing Association of New York’s Capital Region, and a board alumni for The Eddy (the long-term division of Saint Peter’s Health Partnership), The Arts Center of the Capital Region, Beginnings Day Care Centers and The Hunger Action Network. He is a frequent guest lecturer on brand building at colleges, universities and business organization events.