Mapping brands seems to be all the rage. Here are two recent brand maps of the U.S.
Think of what this might look like for health care.
What metrics would you use to determine the single dominant brand in one state — size, reputation, profitability, patient satisfaction scores, commitment to charity care, U.S. News "Best Hospitals" ranking?
But what about states like Massachusetts and Texas that have cities rich in prestigious health care brands, such as Boston and Houston?
For most health systems, your brand must stand out in your own market and have the strength to have patients "stay local," even in the face of larger regional and national brands.
The not-so-secret sauce is a blend of clinical quality (skills, experience and top outcomes), organizational culture (a sense that those who work there love to) and a truly exceptional patient experience (when patients and families say, "Wow!").