Transparency? It's the experience

It take’s an entire organization to define and deliver any brand. Many companies forget this important concept. It’s not just the advertising, the packaging, or the hype. It’s the performance of the product or service. For healthcare organizations, your brand is only as real as the experience of the last patient who entered your emergency room, who registered in radiology this morning, who tried to park in your visitor’s lot, who phoned your billing office ten minutes ago…your brand is the patient’s experience. When it comes to delivering a brand in a service industry, the brand’s integrity lies in the hands of your employees. It lies in the hands of your managers. And in healthcare, it is only as good as the support your physicians give it.

Transparency will profoundly affect the formerly organizational driven messaging. Now your patients will hear all about your organization's performance from sources like the internet, the newspaper, and other published reports. Do you have a plan to lead your audiences through the selection process that this new world represents?