Paper instructions:

1. Many physicians think that “marketing” is another word for advertising or sales.

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They can react negatively to all three words in the context of health care. How would you open the mind of a physician concerning the value and use of different promotion strategies in health care?

2. A pediatric patient has tragically died at a medical center due to an administrative mistake. As the director of public relations for the medical center, what recommendations do you have for how the hospital should handle this crisis?

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