The quality of clinicians and the care provided by a hospital is ultimately key to its reputation, but engaging in an active "branding" campaign is good for business as well, according to NursesCount. Branding goes beyond just the medicine delivered to the patient and ensures they have the best experience possible with the hospital's entire staff, the article states. "Imagine this--a spectacular patient experience in both their objective clinical outcome to their true collaboration and participation in their ongoing care. But the last contact is with a cranky, ill-tempered billing department that is working on antiquated systems that make billing a nightmare for everyone. Result? Brand damage, and game-over," according to the article. Such poor experiences outside of the clinical realm often affect patients' decisionz to recommend and return to a hospital. Read the full article at FierceHealthcare