The clinic market is highly competitive - only those who are seen by their patients and customers stay on top. This book illustrates how to capture the attention of your target audiences through numerous practical examples: What stories will get you into the media? How can you make your events a magnet for visitors? What do good online presences look like? The author, Robert Schäfer, is an expert in health communication. For many years, he has advised hospital chains, chief physicians, and many other players in the healthcare industry on the precise placement of marketing and PR campaigns. This guide focuses on the tools of press work, event management, and effective online presence. Hospital managers looking to successfully position their facilities will find concrete how-to tips for attracting patients. It is also valuable for lecturers and students in the field of health communication.