From there, we can begin to understand the possibilities for changing customer perceptions of an organization in order to improve customer loyalty and probability that a customer will utilize an organizations services.

Corporate branding is a method health care organizations can use to differentiate themselves from competitors. The branding process is more that selecting corporate names, logos or advertising tag lines. Instead, it is structured business process that is planned, strategically focused and integrated throughout the organization.

At its very heart, the branding process is designed to create an emotional, rational and community image of an organization within the mind of the consumer that allows him or her to rank the value of an organization and their services against those of competitors.

We know that insurance contracts are important to a healthcare organization, but ultimately it is the patient that must be convinced to choose a service provider. What is important to them? A provider that cares and who well versed in the Art of Medicine. Also they want to be cared for by organizations/people who practice the best, research supported, cutting-edge medicine.

While the informal and personal tone of the blogosphere, to date, has been identified as a risk of a healthcare organization starting a blog, there is the very real possibility that these very traits of blogs could play well into marketing and branding endeavors. What's the harm in letting patients know a little bit more about you as long as it is presented professionally?