Hospitals and healthcare systems in America are facing increased competition, new healthcare models and changing consumers habits. Now, more than ever, it's essential for organizations to find their point of difference if they want consumers to choose them over the competition. In his second book, Mark Shipley takes the ideas, experiences, and hospital marketing expertise gained over the last 30 years, and packages them in a collection of educational essays. The topics were selected to help uncover what makes one healthcare brand different from its competitors, and to develop strategies, messaging and content that will engage and inspire their audiences – whether that's an affluent baby boomer, a brand-savvy millennial or a frontline caregiver tasked with delivering the brand promise. There are a lot of moving parts to a successful hospital or health system brand. This book can help your organization put the pieces together, one chapter at a time, for a brand that can make a difference
