It’s no secret that healthcare – now America’s top employer – is a huge mess.
The U.S. spends more money on healthcare per person than any nation in the world, yet it consistently ranks as the worst health system among the world’s most developed nations. Physician practices are being bought up by larger healthcare systems, as well as traditional insurers like Anthem and UnitedHealthcare. Consolidation is blurring the lines between insurers, pharmacy benefits managers and providers, while driving up costs for patients without improving quality of care. The fact that three corporate giants are banding together to form their own healthcare entity for their half-a million employees illustrates the gravity of the situation.
What role does branding have in all of this? Some healthcare brands spend heavily on advertising campaigns, but few connect with customers in a meaningful way, and patient satisfaction continues to suffer. Many of the industry’s biggest challenges may be outside the control of any individual organization, but here are 3 ways that branding can help create a better value equation for patients.
1. Change How the Patient Value Equation is Perceived
We often hear negative stories about patient care, but there are also many positive stories that need to be better told. Otherwise, the negative headlines will continue to drive the healthcare narrative unchallenged.
After investing $20 million in out-of-hospital patient care, Florida Hospital launched the Someday Starts Today campaign, focusing on the future of healthcare within the community rather than the advancements happening within their facilities. [Read more…]