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Marketing the health care experience: eight steps to infuse brand essence into your organization.

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  • معلومة اضافية
    • المصدر:
      Publisher: Routledge Country of Publication: England NLM ID: 8306485 Publication Model: Print Cited Medium: Print ISSN: 0735-9683 (Print) Linking ISSN: 07359683 NLM ISO Abbreviation: Health Mark Q
    • بيانات النشر:
      Publication: 2009- : London : Routledge
      Original Publication: New York : Haworth, 1983-
    • الموضوع:
      Patient-Centered Care* ; Public Relations*; Delivery of Health Care, Integrated/*organization & administration ; Marketing of Health Services/*methods; California ; Delivery of Health Care, Integrated/standards ; Health Education ; Humans ; Organizational Innovation ; Organizations, Nonprofit ; Product Line Management ; Quality Assurance, Health Care ; Radio ; Social Responsibility ; Television
    • نبذة مختصرة :
      One of the most elusive challenges in health care marketing is hitting on a strategy to substantially differentiate your organization in the community and drive profitable business. This article describes how Sharp HealthCare, the largest integrated health care delivery system in San Diego, has proven that focusing first on improving the health care experience for patients, physicians, and employees can provide the impetus for a vital marketing strategy that can lead to increased market share and net revenue. Over the last five years, this nonprofit health system has transformed the health care experience into tangible actions that are making a difference in the lives of all those the system serves. That difference has become Sharp's "brand essence"--a promise to the community that has been made through marketing, public relations, and advertising and then delivered through the dedicated work of Sharp's 14,000 team members. They call this performance improvement strategy The Sharp Experience. This article outlines the eight-step journey that led the organization to this brand essence marketing campaign, a campaign whose centerpiece is an award-winning 30-minute television documentary that use real-time patient stories to demonstrate Sharp's focus on service and patient-centered care against a backdrop of clinical quality and state-of-the-art technology, and documentary-style radio and television commercials.
    • الموضوع:
      Date Created: 20080807 Date Completed: 20080818 Latest Revision: 20191111
    • الموضوع:
      20240829
    • الرقم المعرف:
      10.1080/07359680802086372
    • الرقم المعرف:
      18681201