4. You are the marketing director of a major healthcare system in the Pacific Northwest.

The region has several major corporations that are on the Fortune 1000 list. Your leadership group has identified the increasing trend of domestic tourism coupled with the additional factors of reference pricing and socalled centers of excellence contracting. In this regard, you have been tasked with developing a proposal for identifying a service line that the hospital should market to the major employers as a key center of excellence in which the health system might become a domestic tourism hub. Historically, the hospital has had a strong clinical reputation in orthopedics, cardiology, and cancer. To accomplish this task, what would be the key dimensions that must be addressed regardless of the clinical program chosen? To date, the hospital employs 60% of the medical staff; 40% are voluntary.