by Nicola Ziady

First posted on HealthWorks Collective 01/30/13

Hospitals are discovering that it’s not enough to deliver excellent quality care to remain competitive. Today’s knowledgeable healthcare consumers, especially younger patients, consider brand reputation and patient care experience before their physician referral. In response, healthcare providers need to communicate the institutions competitive position and deliver the expected patient experience to connect with younger generations.

This is a new expectation for healthcare marketers, but for the majority of retail brands it has always been this way. More and more, patients are shopping around for care, the same way they do for other consumer services. Patients are actively researching their clinical care alternatives to determine how and where they will spend their healthcare dollars.