Your brand is expressed first and foremost by your employees — especially when you’re in the health care business. Yet most, if not all, of your marketing dollars are usually allocated for marketing to external audiences: physicians, consumers, manufacturers, etc. It’s time to start thinking about how to make sure your employees get your brand, live it, are excited about it. If people don’t have a consistent EXPERIENCE of your brand (via your people) they won’t believe anything you SAY about it. You have to market your brand internally as well as externally. Look at what McDonald’s did to get this going (and they say they know customer perceptions about McDonald’s employees brand have SOME impact on the brand in terms of people’s decisions to frequent certain restaurants).