Hospitals and healthcare systems in America are facing increased competition, new healthcare models and changing consumer habits. It is essential for organizations to find their point of difference if they want consumers to choose them over the competition. This book is full of insights gained over 30 years in healthcare marketing. Some of the topics the book examines include: • How to market to different generations of healthcare consumers • Understanding the power of branding • Steps to establish your brand • Navigating the healthcare organizational hierarchy and earning support from hospital leaders • Building organizational alignment and why company culture is important to patient experience • How to prioritize and plan your budget • Steps to create strong brand integration across all your channels • How hospitals can use storytelling to humanize a brand • The benefits of analyzing healthcare marketing results with analytics