Your increasingly sophisticated consumers demand increasingly sophisticated branding efforts from you. Here’s how to do it. Lindsey Dunn in Becker’s Hospital Review:
“No matter the hospital’s current position in the market, communications efforts around brand should reflect reality. For example, a market share leader with outstanding quality scores can highlight how it outperforms competitors. An ailing hospital with low consumer preference, on the other hand, would need to focus on its commitment to improvement.
“It’s action first, communications second,” says Mr. Rivkin. “Communications is the mirror that you hold up to your performance. Eighty-five percent of changing a perception is what you actually do, and only 15 percent is what you say about it.”