One of the problems posed by positioning your hospital as providing higher quality care is that is establishing meaningful competitive differentiation is difficult. In general, most patients assume that virtually all accredited hospital clinics will meet their expectations for quality care, even if they’re unlikely to. Subsequently, it’s often difficult for prospective patients to truly grasp the concept of differences in level of service from one healthcare brand to the next.
But a new article by Getahn Ward for The Tennessean, Hospitals Sharpen Focus on Patient Satisfaction, discusses how objective ratings systems, which have a far greater ability to differentiate levels of clinical service, could ultimately have a much stronger impact on healthcare and hospital marketing. According to Ward, beginning October 1st, patient satisfaction surveys will affect how much money a hospital gets paid by Medicare by up to 30 percent. Ward reports that satisfaction scores varied significantly across several Nashville facilities. As such, Ward states, the higher-scoring hospitals may incorporate their premium rating scores into future marketing initiatives.