Marketshare for Healthcare

You've built and expanded the hospital. You've invested in the latest medical technology. You've attracted and retained the best doctors, nurses, technicians and supporting staff. You consistently earn high marks from JCAHCO and receive more accolades than your competitors. You even have a nice mix of profitable services lines. However, while you still fund a reasonable marketing budget, you secretly believe that marketing investments are a necessary evil. Don't feel badly if this sounds like you. CEOs in most industries view marketing as a "nice to have" and not a "must have". But you might benefit by adopting the mindset of the market-leading organizations in their categories: your brand is an important asset that must be protected, managed and enhanced through strategic brand marketing. The brand equity of public companies is a measurable asset that can be easily calculated: Brand Equity = Market Value – (Tangible Assets + Working Capital) Investors, in a very real sense, serve as a good proxy for...