How important is brand integrity to you and your organization? Most would say that it’s right up there with fulfilling the mission. But how well are you living your brand promise? When I look at hospital mission statements, values and taglines, I find that many of them use words like quality, compassion, care and excellence. It may be easy to put these words in print, but it’s a whole lot harder to put them into action consistently, during every moment of truth. That’s the integrity part. Doing what you say you will do.
If you promise quality, you had better be able to deliver on that promise during each moment of truth. Quality is in the eye of the beholder and, for the individual being served, may not have anything to do with clinical outcomes. Consumers expect clinical competence. To the consumer, quality is often gauged by the friendliness of the staff, the efforts to make them more comfortable, and the attention to details that build trust.
Delivering on the brand promise means that you have to manage the patient experience at every point of contact. Your reputation depends on it. Take a look at your advertising tagline, mission, vision and values. Then ask yourself how well you are delivering. Mystery shopping can help you determine how consistently you deliver on your promise.