In "Consumer Trust in Healthcare Organizations Is Waning: How Will 21st Century Leaders Bridge the Gap?" NAQ, 28(2), pp. 99-104, an incorrect reference was provided for the following quote: "Of the many factors contributing to a brand's success, none is more important than reputation. Reputation makes a brand stand out from the crowd. Positioning your healthcare brand in the minds and hearts of your target markets is your first and most important competitive strategy.

A reputation built on trust creates a 'competitive mat' [sic. moat] in your market. Indeed, there is compelling data to suggest that the healthcare organization that owns trust owns the marketplace."

This quote should be attributed to David A. Shore, PhD, Associate Professor, Harvard School of Public Health, and Director, Trust Initiative Center for Continuing Professional Education, 677 Huntington Ave, Boston, MA 02115. The citation is http://www.hsph.harvard.edu/trustinhealthcare/agenda1.htm.