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3 Ways Green Hospital Initiatives Aid Marketing Efforts

 |  By Marianne@example.com  
   June 06, 2012

There are many reasons for a hospital to go green that executives understand well. There are the cost savings, the many merits of taking on a social responsibility, and the awards and recognition attendant to taking on environmentally friendly practices.

But green initiatives can also support marketing initiatives in three surprising ways. 



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1. Marketplace differentiation
Last month, Cleveland Clinic was awarded the EPA's "Energy Star Partner of the Year" award for the second year running. The honor was recognition for integrating energy management into its mission to put patients first.

Cleveland Clinic also received Practice Greenhealth's "Environmental Leadership Circle Award" for the third year in a row. The health system received these distinctions because it improved efficiency by 1.5 percent despite a higher employee density and the addition of more than 150,000 square feet of space. It also reduced costs by $1.2 million by managing energy use.

In addition to pleasing hospital leaders and the government, Cleveland Clinic's green achievements are important to patients, says Executive Sustainability Officer Christina Vernon. View Slideshow.

"We hold ourselves to a standard that places the buildings they enter, the equipment used to treat them, the food they eat, and the air they breathe as an element of overall care and support for our patients," she says. "We know that our patients come to us trusting that we do our best for them, and our green initiatives certainly help us secure that trust."

North Shore University Hospital also received a "Partner for Change Award" from Practice Greenhealth last month. The award recognizes healthcare facilities that continuously improve and expand upon their mercury elimination, waste reduction, and source reduction programs. NSUH received the award for environmental performance in recycling and waste reduction, participation in the health system's green cleaning program, and measures to reduce mercury in all medical procedures and non-toxic paint products. 

Additionally, earlier this year the hospital's Katz Women's Hospital third-floor renovation project achieved a LEED Platinum certification, the industry's highest rating for sustainable design, green building materials and energy-efficient systems.  The facility is the third hospital project worldwide to receive this distinction.
NSUH leaders believe these green accomplishments set them apart in their highly competitive marketplace.

"For the most part, all of the healthcare facilities in our area provide excellent medical care," says Maurice LaBonne, senior vice president of facilities services at the 15-hospital system. "When provided with the opportunity to choose where to have a medical procedure done green buildings have a distinct advantage over those which do not meet the standards." View Slideshow.

2. Fostering community engagement
In order to further stand out in the community, Cleveland Clinic has set its green sights on more than just energy-efficient building. The organization has been sponsoring a farmers marketing for five years.

Cleveland Clinic began the Community Farmers Market program in July 2008 as an effort to offer healthy, local food options to the surrounding neighborhood and employees in an environmentally friendly way. About 2,000 shoppers visit the flagship market on Cleveland Clinic's main campus each week, including local residents, patients, visitors and employees.

The farmers market is a unique, positive way to promote locally farmed food and help the community adopt healthier eating habits.

"As part of Cleveland, we are committed to being a healthy, vibrant city on a blue lake," Vernon says. "We are part of making this the best place to live, through caring for patients, conserving energy, and protecting our environment." View Slideshow.

3. Improving employee morale
Cleveland Clinic has found that its employees have especially embraced the green efforts. Though it promotes sustainability work online, in annual reports, and through internal signage, the staff and caregivers have been the initiatives greatest advocates.

"We've found our caregivers' enthusiasm and dedication to green initiatives most successful," Vernon says. "So much so, that our efforts have been recognized by the federal government. A key component of earning 'Energy Star Partner' for the last two years has been the engagement of our caregivers."

NSUH has also found that employees reacted very positively when they found out about the new LEED Platinum Certification.

"Achieving LEED Certification at any level helps to illustrate to our patients, staff, and visitors that the health system is committed to design, construct, and maintain facilities of the highest quality and the most healthful environment possible," LaBonne says. "Showing our clients that we understand the impact our built environment has on their well being reinforces that they will receive the best possible care."

With green initiatives, everyone wins. Hospitals can save money, win awards, and improve the local environment. And, with the right marketing angle, green efforts can result in market differentiation, community engagement, and happier employees. And it doesn't have to stop there. View Slideshow.

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Marianne Aiello is a contributing writer at HealthLeaders Media.

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