Nearly half of all hospitals in the United States are losing money, as indicated by a recent study published in Health Affairs, a struggle that has only been exacerbated by the requirements of value-based care. And, as patients are now responsible for an increasing portion of their finances related to healthcare, decisions are made more selectively regarding where to obtain medical services. This means providers and hospital systems must work even harder to attract — and retain — today’s discerning patient.

That’s where branding comes in.