Stakeholders thought the company brand should focus on their advanced technology and massive scale. Our B2Me process revealed something quite different: those messages were turning both patients and referring physicians off. 

Patients don't want to be treated as a number and they assume advanced technology is the cost of entry. What they truly want is to be "cocooned" in care and treated with compassion and respect. Referring physicians want the exact same thing for their patients. What was truly surprising - neither were focused on outcomes.