When members of the board of Tufts Medical Center authorized a marketing study, they shouldn’t have been surprised that the CEO they hired had a stronger brand than the institution she was now leading. Tufts Medical Center was faltering. Broke and struggling for an identity in the crowded world of Boston’s elite teaching hospitals, Tufts New England Medical Center as it was known at that time needed a leader with talent and skill and her own formidable brand.

Zane would need every ounce of energy and creativity to turn it around. She would have to attract talent to the leadership team. One thing she had going for her was a great reputation with doctors.

Before we look at why her brand was the right one for the ...

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