The primary focus in any marketing communication is its theme--the conclusion that audiences are intended to reach as the result of seeing or hearing the message. Two kinds of conclusions are possible. The first type, factual conclusions, are an awareness and acceptance of objective, verifiable information such as services or technologies offered, location, hours, and charges. The second type of conclusion, an opinion, is a conviction that a given healthcare organization offers a positive subjective attribute, such as compassion, competence, or friendliness. To increase the credibility of subjective attribute claims, marketers can provide seven basic forms of evidence: Statistics; Stories; Exhibits; Demonstrations; Examples; Promises; Testimony. To be effective, the evidence presented must be the right evidence. An organization must determine and respond to what signifies and demonstrates specific subjective attributes to its customers. Organizations must known what quality of patient care means in customer terms, as well as in professional terms. Organizations that deliver the right evidence of quality will enjoy the strongest market positions.