- Achievement of significant industry recognition
- Physical expansion
- Mergers/acquisitions/joint ventures
- Added services, specialties
- Founding a teaching hospital or research center
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- Market leader, but losing share
- Brand name equity is strong, yet patients lack loyalty
- Reputation is tarnished in some way
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- Palpable disconnect between how you view your hospital and how your stakeholders view you
- Haven’t evaluated health of brand identity in 5 years
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