When you think of healthcare, the chances are that the word marketing is not the first word that comes to mind. But when you yourself need healthcare services, as a patient you obviously want to know what to expect. Which healthcare provider is best-suited to helping me? What is the treatment process? What are the possible side-effects of my medication? And as a healthcare provider, you certainly want to know which treatment options you have and their respective advantages and disadvantages. But you also want to know who you should refer your patients to. Healthcare marketing is becoming increasingly important, partly due to ever more critical consumers and the introduction of free-market healthcare.