Healthcare System Branding: Earning Patient Trust in Their Most Vulnerable State

Jennifer Bollinger pointed out that in most of life, having to call means something went wrong, while healthcare makes you call for everything. Molly Luton, a surgeon's daughter, explained why her health system's tagline promises it is listening, and how employees asked to pick its values wrote in a word that wasn't on the list: faith. Angharad Bhardwaj drew on her hospitality background to argue for giving staff room to step outside the script.