Advertising in health and medicine: using mass media to communicate with patients Autor James K. Elrod, John L. Fortenberry

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The hub-and-spoke organization design: an avenue for serving patients well Autor James K. Elrod, John L. Fortenberry

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Public relations in health and medicine: using publicity and other unpaid promotional methods to engage audiences Autor James K. Elrod, John L. Fortenberry

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Centers of excellence in healthcare institutions: what they are and how to assemble them Autor James K. Elrod, John L. Fortenberry

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Foundational elements of communication in health and medicine: avenues for strengthening the marketing communications mix Autor James K. Elrod, John L. Fortenberry

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Peering beyond the walls of healthcare institutions: a catalyst for innovation Autor James K. Elrod, John L. Fortenberry

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Tithing programs: pathways for enhancing and improving the health status of the underprivileged Autor James K. Elrod, John L. Fortenberry

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Catalyzing marketing innovation and competitive advantage in the healthcare industry: the value of thinking like an outsider Autor James K. Elrod, John L. Fortenberry

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Healthcare establishments as owner-operators of digital billboards: making the most of excellent roadside visibility and high traffic counts to better connect with patients Autor James K. Elrod, John L. Fortenberry

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Billboard advertising: an avenue for communicating healthcare information and opportunities to disadvantaged populations Autor James K. Elrod, John L. Fortenberry

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Adaptive reuse in the healthcare industry: repurposing abandoned buildings to serve medical missions Autor James K. Elrod, John L. Fortenberry

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Direct marketing in health and medicine: using direct mail, email marketing, and related communicative methods to engage patients Autor James K. Elrod, John L. Fortenberry

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Response hierarchy models and their application in health and medicine: understanding the hierarchy of effects Autor James K. Elrod, John L. Fortenberry

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The hub-and-spoke organization design revisited: a lifeline for rural hospitals Autor James K. Elrod, John L. Fortenberry

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Bridging access gaps experienced by the underserved: the need for healthcare providers to look within for answers Autor James K. Elrod, John L. Fortenberry

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Integrated marketing communications: a strategic priority in health and medicine Autor James K. Elrod, John L. Fortenberry

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Reflecting on “Marketing communications in health and medicine: perspectives from Willis-Knighton Health System”: understanding the big picture Autor James K. Elrod, John L. Fortenberry

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Sales promotion in health and medicine: using incentives to stimulate patient interest and attention Autor James K. Elrod, John L. Fortenberry

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Am I seeing things through the eyes of patients? An exercise in bolstering patient attentiveness and empathy Autor James K. Elrod, John L. Fortenberry

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Personal selling in health and medicine: using sales agents to engage audiences Autor James K. Elrod, John L. Fortenberry

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