"Perception is reality" - attributed to American political strategist Lee Atwater At the risk of dating myself, I remember when companies had an “image”, not a “brand.” Times change, of course, as does the terminology we use. But no matter which word we use, how people perceive health care organizations matters—from referrals to recruiting to revenue. Distilled to its essence, a brand is how an organization is perceived; it’s the image, ideas and feelings that come to mind when someone (a consumer, partner, an employee, etc.) asks about your organization. And often it's difficult for executive teams to accept that…
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