A big question in 2014 is, "how will the Affordable Care Act impact patient choice?" Well, one thing is sure: Your brand will be even more important today for the success of tomorrow. That's why we've dubbed 2014 the "Brand" New Year!

Last week, I addressed the growing trend of healthcare mergers and acquisitions and the implications for healthcare marketers. Any healthcare organization involved in a transformation must conduct robust brand planning, including answering these 10 questions.

Healthcare organizations involved in transformations must conduct robust brand planning. They must have people who know how to lead through change.

As the healthcare industry undergoes seismic change, it’s imperative to uncover deeper consumer insights through resources such as The SPM℠ American Health and Life Study and go beyond the rational reasons that underlie hospital selection.

In this fast-paced, changing healthcare universe, hospitals are faced with a difficult branding challenge: Carefully transitioning their brand from one of “sickness” to “accountability." How will you keep your healthcare brand strategy healthy through the transition to accountable care?