This book builds the case for why we need to be trustworthy organizations, how we get to that point, and then how we get the word out that we are trustworthy. Up until that point, I found the book quite interesting.
If you don’t have a marketing background or any formal marketing training, go out and buy the book right now. It’s by far the best healthcare marketing book I’ve ever read. However, if you are an experienced healthcare marketer, you can stop reading after the first two parts. The remainder of the book is Healthcare Marketing 101 plus some.
So, in a nutshell, great read for non-marketing healthcare professionals.