7 Deadly Words of Healthcare Marketing
"It's gone from a survey to an engagement strategy," he says.
Before each employee survey, posters are put up around Dignity's hospitals pointing out results from last year's survey and how the hospital responded. There are also multiple ways employees can return the survey to increase participation.
"We set laptops all over [the hospitals] in kiosks," says Szablowski. "We also [provide it] on paper, in Spanish—whatever we have to do."
Dignity's focus on communicating effectively and precisely to its employees reflects its commitment to talk the same way to its patients.
Szablowski says he tries to avoid using the seven deadly words at all cost because while "comprehensive," as an example, means something to healthcare marketing professionals, it doesn't necessarily mean the same thing to patients, or consumers. A better description of "comprehensive," according to Szablowski is, "[having] the ability to successfully track all the points of care so we can make sure you're getting the right care, at the right time, and at the right place."
"The real key is that they're our words," he says of the list.
Now it's up to other healthcare marketing professionals to stop using them.
Jacqueline Fellows is an editor for HealthLeaders Media.
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