ABSTRACT. There is now a better understanding of the relation between “life and medicine,” medical schools becoming ever more innovative by joining them together, while marketing is challenged to spread the healing further by focusing on customer’s needs. The following is a documentation of effects by art therapy while stabilizing the subjective life-quality of the healthcare “customer,” the patient, and showing a better understanding, compassion and empathy in the interaction. pp. 214–218

Keywords: palliative therapy; holistic healing practices; patient-driven health care service; combined art and medicine; marketing challenges