"I worry a lot about these ratings," Jerod Loeb, executive vice president for healthcare quality evaluation at the Joint Commission, told Kaiser Health News. "They're all justifiable efforts to provide information, but at the end of the day every single one of them is flawed in some respect. Rather than enlightening, we may be confusing."
If even a top official from the Joint Commission thinks hospital rankings are confusing to the public, how can promoting a top quality award have any meaning—especially if so many other organizations are receiving similar accolades?
It's important for marketers to remember to go back to basics and really consider how to promote quality in a way that connects with the consumer: Tell patient stories. Be clear. And be transparent.
Quality is a top concern for most patients, but in a time when quality rankings are a dime a dozen, it's critical to make sure your organization stands out and your message sticks in the mind of the consumer.