The Far-Reaching Power of the Brand

Orlikoff, James E.; Totten, Mary K.
September 2008
Healthcare Executive;Sep/Oct2008, Vol. 23 Issue 5, p64
Trade Publication
The article discusses the importance of having strong brands by the healthcare organizations to set them apart from their competitors. As leaders who help connect the hospital to the community and other stakeholders and direct on their behalf, boards should clearly understand their hospital's brand and how it is being carried out to meet stakeholder wants and needs.


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