The 3 C’s of Health Care Today

Editor Bill Santamour’s column in May 2015 Hospitals & Health Networks magazine – The 3 C’s of Health Care Today – refers to collaboration, coordination and continuum — which he says sums up one big emerging health care theme.

It’s the idea that much of healthcare today takes place beyond a hospital’s four walls, so everybody involved in promoting individual and community health must cooperate more than they have in the past.

But I’d add a fourth C to this list. Because to get the most out of these changes – providers must be able to make the necessary connection with current customers and prospects, healthcare professionals, and the communities they serve. To do this, they must invest in, and leverage, one of their most important business assets: their hospital brand.

As the healthcare business model continues to evolve, and as new consumer-oriented competitors threaten traditional hospital and health system turf, the way hospitals brand themselves must evolve as well. Investments in collaboration, coordination and continuum – and the rationale behind them – must be communicated as part of an overall hospital brand that ties them together and conveys the most meaningful benefits to each of its constituent groups.

Ultimately, it’s the combination of these “4C’s” that will help you attract new customers, highly skilled healthcare professionals, and position you to become the provider of choice within your region.

Eric Brody

Eric Brody is President of Trajectory, a brand and marketing firm specializing in creating momentum for businesses across the health + wellness continuum. The common threads are consumers who want to get well, stay well and play well, and brands that fulfill these aspirations and goals.

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