1. According to Berkowitz (2011), marketing has been perceived by many health care professionals as creating a need for services or products. Explain why this is a complex issue.
2. Assume you were asked by a large health system in which you are employed to prepare a feasibility study to incorporate ancillary services of complementary and alternative medicine into various service lines such as pain management, women’s health, and cardiology. What factors might you consider as to whether to move forward with this initiative and why?