title: Is your brand a communications strategy or a business strategy? To succeed, the entire community must fulfill promise.
authors.forename: Maureen O
authors.initials: MO
authors.lastname: Larkin
mesh_terms: D003142:Communication; D004465:Economic Competition; D005845:Georgia; D008389:Marketing of Health Services / Q000379:methods*; D009096:Multi-Institutional Systems; D019982:Organizational Case Studies