“Branding Health Services: Defining Yourself in the Marketplace…will allow even the branding novice to feel more at ease contributing to marketing decisions…The fundamental discussion that this book provides about what branding is, how it works, and ways it can be improved can be a great asset to healthcare financial managers seeking to contribute to the branding strategies of their organizations.”

--John P. de Koff, FHFMA, CMA

Healthcare Financial Management, July 2002