Troy, NY (PRWEB) January 17, 2012
Protocol uncovers why strong healthcare brands start at the top
With so many employees, doctors, patients and service lines, it’s hard to imagine that any hospital could create a cohesive and unified brand association. There are literally thousands of ways to deliver the customer experience – and as many ways to mess it up. Yet, top hospitals have succeeded in building strong, differentiated competitive positions. The online marketing report Protocol points to the role of hospital leadership in shaping and defining a successful healthcare brand.
A recent issue titled, “The CEO’s Role in Hospital Marketing,” explains that in almost every case, these organizations have a Chief Executive Officer who understands and supports the hospital’s marketing goals. These leaders champion the mission statement and translate core values from the top down to every level of the staff.
It’s from this leadership position that an effective marketing strategy can take root and thrive. Here are some of the ways hospital CEOs can have a powerful positive effect on marketing their organization.
To-do list for hospital leadership:
• Understand, believe and be passionate about the hospital’s competitive position.
• Clarify the mission statement and learn to articulate it.
• Engage counselors, managers and staff to define how they can deliver the desired customer experience.
• Make the brand story part of everyday conversations with the board, managers, and at public-facing functions.
• Be resilient. Resist the temptation to go off strategy to appease outside forces, and stay true to the hospital mission.
• Know when to take a back seat. Understand that a CEO can be a brand steward without becoming the brand spokesperson.
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 hospital systems and large physician practices.
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