Brain drain: Protecting your organization's IP

Global healthcare provider Best Doctors employs the most robust technologies and practices available to protect the privacy of its members' personal data—but that's just a part of doing business in this industry. Less obvious but equally important is the degree of vigilance with which the company protects its brand name, which is trademarked in dozens of countries worldwide.

"Our distinctive name and logo, those two words connote the high quality of our doctors and hospitals. Something very simple can be very powerful," says Tom Seaman, senior vice president and general counsel for the company, which provides health insurance as well as health advisory services.

Though Best Doctors has a small portfolio of patents (including a business process patent it received in the 1990s when such things were in vogue), the firm's primary focus when it comes to intellectual property protection is its brand, which is trademarked. "We take extreme measures to protect it," says Seaman. His vigilance is entirely appropriate. This is no time to blink. Many now see intellectual property (IP) as one of the most important corporate assets—worthy of protection, electronic and otherwise.