Like successful Olympic athletes, the foundation of a thriving hospital marketing program is the desire to compete and win. It's hard not to make the comparison as the Sochi games roll on, as snowboarders go head-to-head on the half-pipe, skeleton sledders try not to go head-to-ice on the luge track, and ice dancers go overboard head-to-toe in sequins and ruffles.
Of course, when it comes to competing for market share, the spirit of friendly camaraderie soon gives way to all-out rivalry. Such a scenario is playing out in upstate New York, where Crouse Hospital and Upstate University Hospital's long-standing competition has reached new heights—and patients are suffering the consequences.
The trouble culminates in the first aid tent in the Syracuse University Carrier Dome, the university's 50,000-seat arena. If a spectator falls ill or gets injured during a sporting event, Upstate University Hospital doctors will treat her in the first aid station. But you wouldn't know that by the branded door-wrap leading into the first aid area, which promotes Crouse's sports medicine program.
Confused yet? So are patients.