Technology Can Affect Hospital Choice


Hospitals often wrestle with how much emphasis to place on technology in their marketing efforts. Too much emphasis on technology and the advertising can be cold and impersonal.

Obviously, you don’t want your marketing to appear cold but technology is a barometer of competence for healthcare consumers. Our Pulse360 research has consistently found technology ranks behind only doctors and insurance in the choice of a hospital.

It’s difficult for consumers to get a handle on what constitutes quality treatment or even the competence of doctors. Technology gives them a tangible measure – such that if the hospital continually invests in advanced technology, it must be more competent.

We see it throughout our research. Acquisition of advanced imaging, daVinci robotic surgery, even the display of flat screen TVs throughout the hospital lead consumers to assume a hospital is more state-of-the-art and, therefore, more competent.

Our most recent Pulse360 survey showed another dimension to this. Advanced technology in a hospital made women feel much better about patient safety. In fact, it made them feel a lot safer than a high score from HealthGrades.

Since technology in a hospital translates to competence as well as confidence in the mind of the consumer, hospitals obviously need to promote it. Just don’t pop in a visual showing only a machine. People connect better when they understand benefits and outcomes, and can see them in the advertising.

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One Response to “Technology Can Affect Hospital Choice”

  1. Mathew Lillard Says:

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