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urgeons view their interactions with your
facility in deeply personal ways — they dis-
like your anesthesia team, love your nurses
and think your schedulers are out to get them.
What's actually going on in their brains when they
make these judgments? "We see companies and
brands the same way we automatically perceive,
judge and behave toward one another," says cus-
tomer loyalty expert Chris Malone, author of the
award-winning book, "The HUMAN BRAND: How
We Relate to People, Products & Companies." "To
achieve sustained success, you must forge genuine
relationships with your customers." In "Building
Your Surgical Facility Into a Trusted Brand for
Surgeons and Patients," Mr. Malone will discuss
how the traditional rules of business are fundamen-
tally at odds with the natural triggers of human trust,
and how genuine and lasting relationships with cus-
tomers are more critical than ever before for sus-
tained business success. Here's some of what you'll
hear.
• Warmth and competence. Whether we realize it or not,
Building Your Surgical
Facility Into a Trusted Brand
A customer loyalty expert tells you
how to make surgeons and patients
fall in love with your facility.
Speaker Profile
• Managing partner of Fidelum
Partners, a research-based consult-
ing and professional services firm
focused on customer insights, loy-
alty and growth strategies.
• Co-author of the award-winning
book: "The HUMAN Brand: How
We Relate to People, Products &
Companies"
(thehumanbrand.com).
• Has more than 20 years of sales,
marketing, consulting and organi-
zational leadership experience.
Chris Malone
