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Hospital image based on quality, fact, perception.

M Newton¹, S R Steiber

¹Highland Park Hospital, IL.

Health Care Strategic Management

|August 7, 1990

Summary

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Hospital administrators can enhance their institution's competitive edge by strategically using both objective clinical outcomes and subjective consumer perceptions of quality. This approach improves the hospital's overall image and market position.

Area of Science:

Healthcare Management
Hospital Administration
Marketing in Healthcare

Background:

Hospitals face increasing pressure to demonstrate value and attract patients.
The "image equation" for hospitals comprises both measurable clinical outcomes and perceived quality by consumers.
Effective marketing strategies are crucial for institutional success in a competitive healthcare landscape.

Purpose of the Study:

To explore how hospital administrators can leverage both objective and subjective quality measures for institutional promotion.
To provide insights into using clinical outcomes and consumer evaluations to gain a competitive advantage.
To guide healthcare leaders in developing effective marketing strategies based on quality metrics.

Main Methods:

The study analyzes the dual components of hospital quality: clinical outcomes and consumer perception.

Related Experiment Videos

It examines the practical application of these quality measures in hospital promotion strategies.

The authors discuss the integration of both quality aspects into institutional marketing efforts.

Main Results:

Both actual clinical performance and perceived quality significantly influence a hospital's market position.
Administrators can strategically utilize positive clinical outcomes and favorable consumer evaluations in promotional campaigns.
A comprehensive approach integrating both quality dimensions offers a distinct competitive advantage.

Conclusions:

Hospitals must actively manage and promote both their clinical excellence and their public image.
Integrating clinical outcomes and consumer perception into marketing is essential for competitive success.
Effective utilization of these "image equation" components can significantly enhance institutional promotion and patient acquisition.