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
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.