Can we afford a customer service initiative? (Customer Service).(hospitals that implemented improved marketing strategies)(Statistical Data Included)

Health Care Strategic Management, April, 2000 by Landiak, Marilyn

"If you build it, they will come" is no longer the operating principle in health care. In the not too distant past, hospitals and physicians did not have to think too much about attracting and keeping patients. Then came the advent of managed care and demanding consumers. Patients now expect more value in their health care choices.

But in defining value, they are not looking at clinical quality of care. They expect high quality in their medical services and assume good outcomes.

"Today's patients look more at the value of the soft side," says Mark Landiak, president of Corporate Dynamics Inc., a consulting firm specializing in customer service training and strategies in Naperville, Ill. "Were they treated with respect? How were their needs met? Did...

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