Report Suggests Hospital CEOs Translate Vision for Staff

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A recent issue of the online marketing report Protocol explains how strong leadership can inspire and unify the healthcare staff to deliver great customer experiences.

Protocol explains the importance of marketing leadership.

Hospitals are facing sweeping changes in their business models brought on by healthcare reform, healthcare consumerism and increased competition. These pressures are forcing hospitals to reconsider how they position and market their organizations. An article in a recent issue of the online marketing report, Protocol, states that now more than ever, hospitals need to provide positive experiences to create loyal customers and strengthen relationships with doctors.

The issue of Protocol titled, “The CEO’s Role in Hospital Marketing,” explains how strong leadership can inspire and unify the healthcare staff to deliver great customer experiences.

To realize the full potential of their marketing investment, hospitals must understand and communicate their unique patient experience and then deliver it consistently and reliably. To do that, hospital staff look to the CEO for vision and guidance to help them embrace the hospital’s core values and understand how they influence the customer experience.

The ability to articulate what makes an organization different simplifies the CEO’s job in many ways. It helps staff understand where the hospital is headed and what they need to do to get there, and it guides and informs decision making.

“Above all, the chief executive’s vision and leadership helps keep marketing efforts on strategy so the organization can reach its goals,” said Mark Shipley, President and Chief Strategic Officer of Smith & Jones.

Read more of "The CEO’s Role in Hospital Marketing" and subscribe to Protocol at

About Protocol
Protocol is the marketing report for hospital CEOs and practice administrators, delivering timely, relevant and practical information that healthcare leaders can apply to their organization’s marketing communications and branding efforts. The newsletter is published by Smith & Jones, an advertising and brand strategy firm that specializes in marketing for hospital systems and large physician practices. Learn more at

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