OPEN MINDS The Behavioral Health & Social Service Industry Analyst Cover Story Why is it important for organizations in the behavioral health and social services field to have a specific brand image? After all, arent virtually all provider organizations focused on treating consumers with a benevolent purpose and broad spectrum of services? In our field, most organizations have not focused on differentiating themselves from their competitors. In large part, this was a logical focus as consumer choice was driven by third-party payers and referrals by health care providers.
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