Table of Contents

Acknowledgments

Chapter 1: The 100-Year Brand

Chapter 2: Preserving a Patient-First Legacy

Chapter 3: Practicing Team Medicine

Chapter 4: Practicing Destination Medicine

Chapter 5: Partnering for Leadership

Chapter 6: Hiring for Values-and Talent

Chapter 7: Orchestrating the Clues of Quality

Chapter 8: Creating, Extending, and Protecting the Brand

Chapter 9: Investing in Tomorrow's Organization

Chapter 10: Realizing Human Potential

Index

About the Author

A University Distinguished Professor of Marketing, Leonard L. Berry, PhD, holds the M.B. Zale Chair in Retailing and Marketing Leadership in the Mays Business School at Texas A&M University. He is also a Senior Fellow at the Institute for Healthcare Improvement, Cambridge, Massachusetts.

Kent D. Seltman, PhD, is Emeritus Chair of Marketing at Mayo Clinic. He served as director of marketing at the Clinic from 1992 through 2006. With more than 25 years of experience in healthcare marketing, Dr. Seltman writes and lectures frequently on marketing and branding.