Perspective
Every electric utility is looking for new ways to market energy to customers. And why not? Hospitals and other health care organizations constitute one customer segment sorely in need of a new marketing campaign. Even so, the utilities are making many mistakes. The health care sector can present a unique challenge to the utility marketing professional.
The first mistake that utilities make is assuming that hospitals are run like businesses. Technically, hospitals are not businesses. Hospitals do not function like businesses.