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Healthcare Marketing Advisor, February 2008

Inside:

What is your brand really worth?

Big city names head west to community hospitals

Hospitals find success through strategic affiliations

Cleveland Clinic's 'Letters' campaign puts patients first

Trends for the new year

Patient safety: On the marketing and strategic radar screen

Notes

A whole-hospital welcome


Branding

What is your brand really worth?

Research shows your brand may help attract high-deductible plan patients

by Maureen O. Larkin

If given a choice, would consumers choose a hospital based strictly on cost?

What, if any, effect would a hospital's brand have on their decisions?

Would a hospital with a strong brand be able to charge more for certain procedures?

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