Yesterday, I wrote about a sign in a doctor’s office. The sign signaled that patient privacy is valued. The behavior of the workers at the clinic suggested otherwise.

A brand is only as meaningful as an organization’s desire to deliver on it. And if there is no desire to deliver on it, customers pick up the hint and move on.

What I don’t understand is that the logic I presented applies to most businesses, but hospital systems exempted?

In my mind healthcare, should be one of those things where delivering on a brand promise is life or death.