HEALTH CARE: Perception Is Selection.

Here's important news for any health care marketing exec who's been asked to justify why his or her hospital needs to spend money on marketing: the hospital's perceived reputation plays a major role in the patient's care decision, which should be information that you can take to the bank (along with the marketing dollars you need).

According to J.D. Power and Associates 2005 National Hospital Service Performance Study, which measured satisfaction among 2,500 recently discharged hospital patients nationwide, a whopping 75% reported that reputation-related information was their primary criteria in selecting a hospital. Adding to that decision was the hospital's overall reputation (48%) and the perception of skilled doctors and nurses (25%). Just as importantly for marketers, this research applies to a majority of today's health care purchasers — with 59% of survey respondents noting that they were, in fact, involved in the choice of hospital, either solely or with a physician.

While all of this would suggest that an outstanding brand-building promotional campaign can solve any hospital's utilization woes, don't forget the old ad adage: nothing kills great advertising better than a bad product (or service or experience). Hospital marketers, therefore, should follow the physician's lead, and look for the cause of every symptom.

SOURCE: Healthcare Marketing Report, NOISE