Stanford Social Innovation Review, January 1st, 2005
Nonprofits do not use - and often don't want for-profit marketing techniques
When the Center to Advance Palliative Care was founded in 2001, Sharyn Sutton, then a consultant to the center, used her corporate public relations knowledge to resolve one of the group's biggest tensions: While activists had long focused on improving "end-of-life" care, neither patients nor their doctors wanted to see patients as "dying."
By branding pain management and quality-of-life enhancement as "palliative" rather than "end-oflife" medicine, the group rapidly advanced its agenda. In 2003 alone, the number of ...
HighBeam Research, Free Preview: 'No Market for Marketing'... Full Membership required for unlimited access. Free 7-day trial.
Subscribers: HighBeam content is only available to HighBeam subscribers. Click the link above for more information.
