In the healthcare industry, there is compelling data to suggest that the organization that owns a reputation for trust owns its marketplace. A trusted reputation for high quality programs, products, and services is both a mission-driver and a margin-driver. This practical session moves beyond simply documenting the value of reputation and trust-building. We will focus on how to build your organization's capacity for trust and trustworthiness and how you can translate that capacity into a trusted reputation and brand. Special emphasis will be given to trust recovery and Shore's fifteen trustworthiness cues.