Structure of Combined Marketing and Communications Departments at AMCs
Approximately 63 percent of hospitals with over 401 beds maintain combined marketing and communications departments, integrating marketing, advertising, and public relations (PR) functions into a single department. Administrators at academic medical centers (AMCs) are particularly interested in ensuring that the structure of combined marketing and communication departments facilitates the delivery of clear and consistent messages to the multiple audiences that are part of the medical center community, including physicians, patients, students, and employees. However, the characteristics of each AMC—including the organizational structure of the AMC as a whole and its relationship with the university—significantly influence the structure of the marketing and communication departments. The following brief details the structures of combined marketing and communications at four AMCs.