mommyjenlin

This isn't hypothetical anymore. For better or for worse, we, as a healthcare marketing professionals, continue to use terminology in our campaigns like best doctors, centered around you, university level healthcare, world class, highest care, etc., all in an effort to differentiate us from the guy down the street. Attempting to create the brand impression that we somehow we are different, without every really saying anything. Except for making a lot of claims. So now, a savvy healthcare consume, grabs the ad, and walks into your faculty and says, "Show me". "Show me the data that proves the claims that you are making." "Show me the patient satisfaction scores." "Show me the data that proves you provide University level healthcare." "Show me how your outcomes are different from the guy down the street." Healthcare is entering a new phase in 2012. A phase with the actual implementation of ACOs, Medicare and private. The Supreme Cou...

I have been thinking about this topic for awhile now. And it does fit into what I have been writing about in Customer Experience Management . Hospital and other healthcare leadership seem to be struggling with the concept of an empowered, informed healthcare consumer who is making active decisions regarding treatment and care, instead of relying on the provider of care making the decisions. This is leading to any number of hospitals and others advertising outcomes, satisfaction rates, awards for care, no wait ERs and other self proclaimed measures and for example, using web site clocks that provide real-time ER wait times, etc. Some innovative hospitals have even been cleaver in their ER advertising and other communication channels allowing customers to text a message and get the wait time back. Some ads make claims of being the number one in treatment because of the volume of cases. Some support the brand and brand promise very clearly. Others leave much to be desired. M...