Why Marketing 101 Lessons Still Prevail: A Case Study

By Barbara Bix

With apologies to Robert Fulghum, author of the bestseller, "Everything I needed to know I learned in Kindergarten," a recent experience provided solid proof that much of what we need to know as marketers was covered in Marketing 101. Recently, I had the opportunity to participate in formulating the marketing strategy and tactics of a specialty health care practice--and relearn some essential and fundamental principles of marketing.

Now, at first blush health care may appear to be a consumer business. In actuality, it is the quintessential professional services business, depending on a complex web of professional referrals. Test this claim against your own experiences: When was the last time you selected an anesthesiologist, pathologist, or any other expensive service you used when you required hospital, home health, or rehabilitation services? 

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