Abundance of Healthcare Quality Awards Weakens Marketing Value

One-third of US hospitals have garnered at least one distinction from a major rating group or company. With so many other organizations receiving similar accolades, how can promoting a top quality award have any real meaning?

1 comments on "Abundance of Healthcare Quality Awards Weakens Marketing Value"
Mike Spanjar (5/8/2013 at 6:30 PM)

I don't see this as the travesty you've portrayed. Health care marketing is an exceptionally competitive space. Our many health care clients have varying success earning awards. The hospital that receives multiple top ratings from the most distinguished award organizations is proud of its accomplishments and wants to beat its chest so customers feel good about their affiliation with that hospital (and so the neighboring hospital system's customers take notice). The center that receives middling accolades is anxious to see how it can leverage them. The fees these organizations charge to use their logos or reproduce results don't negate the validity of the awards. Many have extraordinarily rigid criteria. Further, I believe consumers deserve to know where the quality hospitals are, regardless of which one has the most memorable advertising. Yes, we develop emotional campaigns. They, too, are important as part of the mix. But just try to tell a stellar hospital to keep their awards to themselves. Not gonna happen.


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