Brain and Spine Centers Jockey for Position

Marianne Aiello, for HealthLeaders Media , February 20, 2013

The OSU Brain and Spine Hospital will repurpose the organization's preexisting cancer hospital, completion date TBD.  Leadership have already okayed $2 million for planning, estimating the final cost will be in the "tens of millions." It will potentially add dozens of bends to its current 70-80 beds.

On paper, the two centers seem to be neck-and-neck with both having a similar amount of beds and modern facilities. However, OhioHealth has put its 10-month lead to good use by creating an attractive, intricate microsite outlining the details of its new hospital.

The site includes a 3D mock up of the new facility, information about current and future services, a construction timeline of events, and even a super-cool live webcam of the construction site. Meanwhile, I couldn't find any information about Ohio State's new center after five minutes of searching on their website (and really, who is going to look for more than five minutes?).

So while 10 months doesn't seem like a lot of time, Ohio State already has a good deal of catching up to do on the marketing and communications front. Ultimately, though, the organization that comes out on top will provide the best services, effectively communicate the benefits of those services, and provide the best patient experience.

And, hopefully, success will have nothing to do with which organization's café has the shortest line.

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