title: Avoid becoming generic: promote your brand of care.
abstract: Hospital executives who don't create a unique reason for choosing their facility may allow it to become a nondescript, generic hospital. Then it will have to offer low pricing to make it stand out instead of creating greater value in its particular "brand" of care, says Arthur Sturm.
authors: A C
authors: AC
authors: Sturm
mesh_terms: D003132:Commerce; D004465:Economic Competition; D006739:Hospital Administration; D008389:Marketing of Health Services / Q000639:trends*; D011357:Product Line Management; D014481:United States