In my work, I have many opportunities to interact with healthcare marketers. Even though many of them are passionate about culture enhancement and service excellence, they often get shut out of the process. The marketers I know work really hard to carefully craft messages and target key stakeholders. They are the guardians of the brand, yet are frequently not invited to the patient experience table. Because they aren’t involved in direct patient care, they are often kept at arm’s length from the patient experience discussions. That’s a mistake. They can’t be expected to spin fluffy stories of excellence to the media when the reality is to the contrary. Promising excellence then delivering a subpar experience only makes the organization look bad. Marketers can be a great asset in guiding the organization toward strategic goals.
If you are the patient experience champion for your organization, make sure to tap into the talent of your marketing team. They are masters at listening to the voice of the consumer. Their skills can help you maintain regular communication with your internal audience helping to inspire and persuade behavior change and relay service stories that engage employees in the quest for excellence. If you haven’t partnered with your marketing team, it’s time to take another look at how their skills can help move the organization.