It should be noted that this change came after a local TV station criticized the organization's high parking rates. While it was a smart move for the University of Iowa to lower its rate after the fact, it would have been a more positive public relations effort had the organization reviewed its fees before a public outcry arose.
Of course it's impossible to know what issue might become a hot topic with the local news outlets, but this incident serves as a reminder for hospitals to make sure fees and rates are competitive. If you are able to offer even a small discount, patients and their family members will appreciate the few extra bucks that stay in their pockets.
And that appreciation just might be reflected in your patient experience scores.