Perhaps you should design a national campaign, with the goal of attracting the best physicians in America to seek an affiliation with your hospital. That would be the ultimate publicity coup! But this is an expensive approach; while you'd have a wide range of print and online media to choose from, all of them carry a high upfront cost, and keep in mind, you have a tight budget to control. A regional campaign would be cheaper and more likely to achieve quick results. It would also raise the hospital's profile locally and generate community buzz. But you'd be competing head$-$to$-$head with other nearby hospitals for the same limited pool of local doctors. Also, you'd have fewer options in terms of media selection. What is the best geographic scope for your promotion campaign?

National

Regional