As the third largest not-for-profit health system in the United States, Providence Health & Services places great emphasis on service marketing and development. The organization devotes large amounts of time and effort to engage physicians and get the kind of input it needs to communicate with patients in a meaningful way while measuring how effective the services it markets really are. From using online research to determine what patients really want, to identifying operational barriers to cultural change, Providence uses a detailed approach to figure out how to make the organization more attractive to providers and patients alike. This webinar will explore the ways Providence uses research, training, and collaboration to develop effective marketing plans, service promotion, and messaging.