As with any business, Health Information Exchanges (HIE) must market themselves in order to ensure participation from providers, hospitals, payers, patients, and other medical trading partners. Although most HIEs are non-profit entities, they still need to use proven marketing techniques to promote their services and the benefits of participating in an HIE. Additionally, most patients are not aware of what an HIE is, or believe it is already taking place; therefore, marketing directly to patients is invaluable. When patients learn what HIE is, they can encourage providers, hospitals, labs etc. to participate in the HIE.