A Centre of Excellence is a brand promise first
A Centre of Excellence is a promise the group makes in public, and it is heard, tested and judged on digital surfaces the clinical team never sees.
hospital growth
The three demand pools a hospital group runs on
Catchment, referred and institutional demand need different owners, metrics and investment logic, and forcing them through one funnel hides which one is failing.
The growth leader and the medical director
Where growth and clinical governance collide in a hospital group, what a working partnership with the medical director looks like, and the lines growth must never cross.
Owning the revenue engine in a hospital group
The eight parts of hospital revenue, which ones marketing actually controls, and what it takes to be accountable for the whole line rather than a slice.
