The Journal Gazette
Friday, June 28, 2019 1:00 am

Pairing good for hospital, but it carries risks: Expert

SHERRY SLATER | The Journal Gazette

Lindsay Pedersen wrote the book on brand excellence. Literally.

The Seattle-based author of “Forging an Ironclad Brand: A Leader's Guide” this week reviewed Parkview Cancer Institute's alliance with the MD Anderson Cancer Center at The Journal Gazette's request.

“In marketing, we call this a brand halo,” Pedersen said about Parkview's affiliation with an organization that carries a national reputation for providing high-quality care. “You get to sort of borrow their brand equity.”

But the recent revelation that MD Anderson failed to ensure patient safety damages its brand, she said. How much damage depends on how aware the public is of the inspection's findings, she added.

Parkview officials will likely want to continue the relationship with MD Anderson for several reasons, Pedersen said, including the fact that Parkview establishes its own patient safety protocols instead of adopting those found deficient at the University of Texas MD Anderson Cancer Center.

Also, she said, the benefits Parkview Cancer Institute receives from being part of MD Anderson's network extend far beyond a mere brand boost. Parkview physicians have gained access to MD Anderson's experts in cancer treatment, research and clinical trials.

The result could be a bit of a switcheroo in the near term.

Within the Fort Wayne community, Parkview might need to stretch its own brand halo to cover MD Anderson, Pedersen said. Patients might feel reassured that the deficiencies were discovered several states away, she said, leaving Parkview's reputation unsullied.

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