6.

Preference. At this point, the purchaser of care narrows the field to one, two, or maybe three choices. All of the choices have met the earlier criteria, and the consumer is reaching a decision point. In 2010, the University of Southern California (USC) University Hospital and its Norris Cancer Center launched a major marketing campaign encompassing billboards, radio, print and digital media (Google, Google AdWords, Yahoo, and Bing search engines) with a theme of “Fight On” to create preference and awareness for the University Hospital and Norris Cancer Center in the Los Angeles metropolitan area. Market research had shown that in spite of the organization’s high rankings in U.S. News and World Report, the two facilities had relatively low awareness in the metropolitan market. The campaign featured real moments in patients’ lives and was pretested before rollout.83