Medical Tourism Marketing strategist Patrick Goodness, CEO of The Goodness Company: Global Healthcare Marketing offers a brief 2-minute talk on the importance of branding. Branding is more than just a logo and a slogan. Branding is about perception. In the healthcare world, your brand is the aggregate value of your patient's perception based on their experiences with your company. When developing a brand for hospitals, medical tourism destinations, medical tourism clusters and other healthcare organizations, an understanding of the patient experience with your organization is a critical first step to successful branding.