title: Branding time at Columbia.
abstract: This week Columbia/HCA Healthcare Corp. introduces a national advertising blitz believed to be the largest ever by a healthcare provider. The hospital giant wants to instill its brand name in the American lexicon, and it's willing to spend millions to do so.
authors.forename: M C
authors.initials: MC
authors.lastname: Jaklevic
mesh_terms: D006777:Hospitals, Proprietary / Q000458:organization & administration*; D007857:Leadership; D009096:Multi-Institutional Systems / Q000458:organization & administration*; D009275:Names; D014481:United States