| It's said that like there is no 'free lunch', there are | | | | every customer's mind. Losing sight of that |
| no easy answers, especially when it comes to | | | | message causes the perception you've worked |
| health care. The recent radical changes in the | | | | hard to develop to slowly erode away. |
| health care industry have changed all the trends... | | | | Consistency is an important aspect in all domains |
| the health care industry is emerging in a new | | | | of health care marketing - it's a key component |
| shape, offering new opportunities and ushering in | | | | to outstanding customer service. Have you ever |
| a new era. With the way the industry continues | | | | thought about how your customers (patients) |
| to change, I've come to realize, even with almost | | | | view your system's services after traversing the |
| a decade's experience behind me, I have as many | | | | continuum of care - from the point of entry into |
| questions as I do answers. | | | | the hospital system to the point of discharge |
| Marketing professionals are continually faced with | | | | from the hospital system- from the emergency |
| the Herculean task of sending exciting new | | | | department and admissions to nursing units, |
| messages to the target audience - messages | | | | radiology, and the lab, patients are treated with |
| which evoke interest and make them visit your | | | | varying levels of respect and courtesy. These |
| health care facility, enable your facility to stand up | | | | inconsistencies cause the process to seem |
| to face and fare well in the wake of the constant | | | | disjointed, and the patient to feel unimportant. |
| new challenges. | | | | Consistency is also vital for your non-hospital |
| The problem arises when, in zeal to come up with | | | | services, as well. |
| something new, they forget to cash on the | | | | Are all of your physicians delivering the same high |
| goodwill and equity generated by the previous | | | | standard for customer service? What about the |
| marketing messages. We forget to be consistent. | | | | physician that has a reputation for always being |
| Being consistent in all our communications going | | | | behind schedule? It's important to remember, in |
| out to the public at large, enables them to identify | | | | the patient's eyes, your whole system is only as |
| and relate to a common denominator which is | | | | good as the patient's worst experience. It needs |
| being conveyed through all messages - it can be | | | | to be understood that we need to be explicit |
| the customer friendly approach / hospitable staff | | | | when setting customer service expectations for |
| or an IT savvy health care facility ... the message | | | | our organization. By giving specific guidelines to all |
| needs to be consistent in all communications to | | | | parts of the organization, we can assure a |
| drive home the factor and market it as a USP. | | | | consistent interpretation of what the organization |
| Your marketing message must consistently | | | | expects when it comes to good customer |
| reinforce the image that you hope is present in | | | | service. |