What is your brand really worth?
If given a choice, would consumers choose a hospital based strictly on cost?
What, if any, effect would a hospital's brand have on their decisions?
Would a hospital with a strong brand be able to charge more for certain procedures?
Would charging more for certain procedures allow a hospital to meet its operating expenses?
Advocate Health Care, a 10-hospital system based in Oak Brook, IL, sought to find the answers to these questions last year in a study it conducted with Livonia, MI-based consultants Market Strategies.