title: Selling brand MD.
abstract: Health care is more than local, of course: It's personal. Recognizing the connections between doctors and patients as a potent form of brand loyalty, health systems are looking for ways to leverage those bonds--and encourage new ones--with special marketing campaigns.
authors.forename: T
authors.initials: T
authors.lastname: Hudson
mesh_terms: D000329:Advertising; D006739:Hospital Administration / Q000639:trends*; D020407:Internet; D008389:Marketing of Health Services / Q000379:methods*; D009275:Names; D010817:Physician-Patient Relations; D014481:United States