MARKETING ON A SHOE STRING.

The article presents information on the marketing strategy of the Mount Sinai Medical Center, an HIV clinic that has migrated from Greenwich Village to Chelsea, in New York City. Mount Sinai's marketing professionals understood that traditional channels would not meet their needs for the center's HIV program because of the small size of its promotional budget and its targeted audience. Due to this, they opted for a grassroots approach, with a combination of strategies including public relations, out-of-home advertising, and digital and social media targeted to Latinos, African-Americans, homosexual men, and at-risk youth.