I think there are some constants that apply to almost all hospitals, though. Chief among them is the fact that hospitals really do change peoples' lives. The emotional difference between "I just had a great cup of coffee at the new place on the corner" and "the doctors at Children's Hospital just saved my daughters life" is almost too enormous to express.
A hospital is making positive impacts on people's lives every day. Furthermore, the actions of a hospital not only affect the patient, but also the family and friends of that patient. One positive experience can create dozens of "brand evangelists" for that hospital. This is very different from, say, consumer products. I love my iPad, but the sale of that iPad to me earned Apple only one brand evangelist.