Do you put context and content around your healthcare awards for consumers?
It sure seems like it's the season to display all those healthcare award logos in advertisements, direct mail pieces, billboards, lobby displays and a myriad of other places. This becomes even more entertaining when two or more hospitals in the same market display the same award. Don't take me wrong. Tremendous organizational effort has taken place to achieve a quality ranking by an third party. Is just putting the award logo out there without the contextual content about what it means, serving the healthcare consumer in a meaningful way? This is an important question for you to consider. It's not easy putting context and meaningful content together for consumers around a quality or certification award. But just putting the logo out there as some "Good Housekeeping Seal of Approval" isn't working either. And the evidence starting to appear anecdotally, that healthcare consumers aren't buying what you are selling. An award logo means nothing to them and has...