A more advanced approach to positioning your Unique Selling Points (USPs) is to incorporate elements of discovery or entertainment. Discovery is the introduction or “the twist” on a benefit the consumer had not considered. Entertainment, approaches the prospect in a less obvious or lessened selling-mode. It reduces the threat,...

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Though experts in their field, hospitals and health care professionals are facing new challenges brought on by the shifting industry landscape. Economic and governmental changes have increased the level of difficulty in health care marketing, and facilities are working harder to bring in new patients than ever before. Jeff...

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