I recently read a few articles published by Kaiser Health News that clearly articulate the push by hospitals and health systems to market themselves more aggressively to patients. The methods aren’t new to the marketing discipline; in fact, credit card companies, supermarkets and many other businesses have been using these practices for years. What’s new is that hospitals are using these tactics to recruit patients and establish loyalty to facilities in the event that medical services are needed. Some people see this as questionable behavior on the hospitals behalf. As a marketer, I think this is smart business. If it helps a patient receive preventative care to head off a medical problem in the future, or leads to an improvement of quality of life while also benefiting the hospital, I’m all for it.