Leading the way in the transparency movement
Remember when patients took only their doctor’s advice when deciding where to seek healthcare? Today consumers are taking control of their healthcare and “shopping” the market—looking for the best place for them. Will they choose you?
“Transparency has become one of the key marketing issues for healthcare providers across the country. But this trend–– the provision of useful quality and price information to key audiences but in particular to consumers–– is really only in its very early stages. Providers are wrestling with how to implement a transparency strategy that will be both meaningful and a key competitive differentiator for their organization. In this book, Maureen Larkin has pulled together case studies of provider organizations who are on the cutting edge of the development and implementation of transparency as strategy. She profiles the challenges they face, the approach they have taken, and the challenges and results seen to date."
- David Marlowe, principal of Strategic Marketing Concepts
Successfully communicate the cost-effective, quality care your hospital delivers
Many states are requiring hospitals to post quality, pricing, or patient satisfaction data online, and for some consumers, that information is already a key factor in how they make their healthcare decisions. As this information becomes more available, it is more important than ever for marketers to get involved in their hospital’s transparency efforts and manage the information consumers want and how it is presented to them.
Case Studies in Transparency: Real world ways marketers educate consumers shares real-world examples of hospitals that have embraced the “patients as customers” philosophy and are already responding to consumers’ need for more information. From each case study learn how to:
- Communicate quality information in a clear and concise manner
- Increase public awareness and interest
- Research and plan for effective public reporting
- Engage your medical staff in hospital efforts
- Learn from your colleagues who are leading the way
This one-of-a-kind resource includes analysis from your peers at these healthcare organizations that are already embracing the transparency movement:
- Alegent Health, Omaha, NE
- Norton Healthcare, Louisville, KY
- Lucile Packard Children’s Hospital, Palo Alto, CA
- ProHealthcare, Waukesha, WI
- Sentara Healthcare, Norfolk, VA
- Griffin Hospital, Derby, CT
- High Point Regional Health System, High Point, NC
- Geisinger Health System, Danville, PA
Plus, you’ll get a collection of timely articles from HealthLeaders Media publications, featuring the transparency stories of SSM Healthcare-St. Louis and Dartmouth-Hitchcock Medical Center in New Hampshire.
Who will benefit from this resource?
Transparency is a vehicle that shows no signs of stopping. If you are a healthcare professional concerned about maintaining your organization’s image, this book is a must-read. The case studies and strategies provided will especially benefit professionals in the following healthcare areas:
- Marketing
- Public relations
- Advertising
- Communications
- Quality
- Medstaff
- Business development and strategy
About the Editor
Maureen O. Larkin is contributing writer for HealthLeaders magazine andeditor of the weekly e-newsletter, QualityLeaders. Maureen is also editor of HealthLeaders Media’s marketing strategy publication, Healthcare Marketing Advisor, and moderator for its “Marketing Service Lines” webcast series. She is a judge for the 2008 HealthLeaders Media Marketing Awards, and a member of the Society for Healthcare Strategy & Market Development (SHSMD).
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