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The Trust Crisis in HealthcareCauses, Consequences, and Cures$
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David A. Shore

Print publication date: 2006

Print ISBN-13: 9780195176360

Published to Oxford Scholarship Online: September 2009

DOI: 10.1093/acprof:oso/9780195176360.001.0001

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Gaining Competitive Advantage in the Healthcare Marketplace by Building Trust

Gaining Competitive Advantage in the Healthcare Marketplace by Building Trust

(p.149) 15 Gaining Competitive Advantage in the Healthcare Marketplace by Building Trust
The Trust Crisis in Healthcare

David A. Shore (Contributor Webpage)

Oxford University Press

Power brands, such as Coca-Cola, Disney, and Volvo are the gold standards within their industries, but there are very few such brands amongst healthcare organizations. Creating a power brand involves a five-step branding sequence: raison d'etre, reputation, relevance, recognition, and repetition. This chapter focuses on how to build a reputation by promoting distinctive features about an organization. These distinctive features must be credible, scalable, sustainable, and consistent with the organization's mission. Examples from the healthcare industry show that building a good reputation can be the first step toward building trust in an organization. The chapter concludes by closely analyzing the power of trust and examining why it is especially important in the healthcare industry.

Keywords:   power brand, reputation, branding, trust, trust in healthcare, healthcare marketing

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