Increasingly, healthcare providers compete on the strength of their brands for patients, staff and resources. Since brand value is the product of the aggregate experiences and perceptions of a product’s users, it is directly proportionate to the quality of human interactions and encounters with a healthcare provider. To increase brand value, a healthcare provider must satisfy the objective needs and subjective expectations of patients, families and staff. Focusing on the top line of quality and service results will improve the overall value. This session will detail the qualitive data that can be extracted from healthcare organizations (productivity, capacity, efficacy and satisfaction) that directly tie to the outcome of the organizations and how the brand is constructed, as well as how to apply the data to an operating model focused on designing positive memories and ultimately brand.
Learning Objectives:
Examine the elements of brand that can be affected by designing positive experiences within the environment to add value
Distinguish three categories of sequential data (sensory, social and systemic) that healthcare brands should understand for creating pleasing and healing experiences
Analyze data on experience in conjunction with new understanding of preconceptions (expectations) and post-conceptions (interpretive judgments)
.jpg "Chris Harrop photo")
