Healthcare and print

For the past 30 years or so, I've used a couple of analogies to explain the uniqueness of buying and selling print. One of them involves healthcare and print, two of the largest industries in the world engaged in basically the same process: The buyer can use references, testimonials, plant tours, reputation and other tools to evaluate a supplier, but in the case of both commercial print and healthcare, the buyer seldom knows the wisdom of his or her buying decision until it's too late to do anything about it. Supplier selection in both industries can be filled ...

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