What marketing strategy is a hospital considering by hiring a celebrity to endorse its services?

The hospital is considering a branding strategy by hiring a celebrity to endorse its services. Branding involves creating a distinctive image and identity for a service or product, and celebrity endorsements are a powerful tool in achieving this. When a well-known figure endorses a hospital's services, it can enhance the institution's reputation, increase public awareness, and build trust with potential patients. This tactic is commonly used to associate the hospital with positive attributes that the celebrity embodies, ultimately aiming to attract more patients through enhanced recognition and credibility.

In this context, placement refers to the distribution channels used to deliver services, which is not relevant to the act of hiring a celebrity. Segmentation involves identifying and targeting specific groups of consumers based on common characteristics, rather than focusing on image or association. Process improvement pertains to enhancing operational efficiency and effectiveness within the healthcare setting, which is unrelated to the marketing approach of leveraging celebrity endorsements. Hence, branding is the most fitting strategy being employed by the hospital in this scenario.