How collaboration between marketing and philanthropy benefits the hospital
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Alicia Daugherty, Marketing and Planning Leadership Council
Despite a difference in target audience, the roles of marketing and philanthropy staff within a hospital share several similarities. Both aim to attract visitors to the hospital, and while marketers seek to drive patient volumes and development personnel target donors, both departments use similar tools and techniques. Because both groups use direct mail and other traditional media promotions to create awareness regarding upcoming events and services, a variety of opportunities exist for department collaboration, such as: