Differentiate for success.

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One key point we discuss around here (and that we’ve tested in our Pulse360 studies) is that there are certain things consumers naturally expect from a hospital. They expect skilled doctors. They expect up-to-date technology. They expect courteous, capable nurses and staff.

In the midst of all these ready-made expectations, how can a hospital differentiate itself from another hospital across town? One answer: Define yourself in a way that leads consumers to you.

Maybe it’s a center of excellence in a certain service line or a leading edge form of treatment that’s not available at another local provider. If you’ve achieved Magnet designation, maybe it’s your strong, engaged nursing staff. In any case, you have to establish what your position in the market will be.

You may have to look deeply within a medical service to discover what if anything sets it apart. But the exercise is an investment that will no doubt deliver. You’ll either discover a competitor may have an advantage or find a nice place to hang your hat.

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