The 'director of marketing' for a hospital that is getting ready to launch a new women's center. This is a new center (service line) for your hospital. The center will focus on obstetrics, gynecology, women's nutrition, postpartum counseling, and general women's health needs. You are tasked to develop speaking points for your team at an upcoming press release.

Question #1: What high-level methods/approaches/strategies would you use to guide your team? Bullet point responses are adequate for this question.

Question #2: What makes healthcare products and services difficult to define for the average end-user?