Chapter 6 Empathy The Human Connection to Patient Care Discussion

Getting Started

Patients are the ultimate focus of the healthcare enterprise. Without patients, the healthcare system would cease to exist. Health systems work to portray expertise, quality care, and positive outcomes from treatment. Yet, paradoxically, the ultimate goal of healthcare is to maintain health, minimizing treatment interactions. This seeming contradiction captures the challenge in marketing the healthcare system to the ultimate consumers – patients.

As with any enterprise that charges for its services, providers seek to become a venue of choice for healthcare services, maximizing existing capabilities and the inherent revenue generated by those services. Unlike other industries, however, one goal of healthcare is to drive down utilization rates via preventive services and population health management.

This discussion examines the marketing approach of two well-known and highly regarded health systems. The Mayo Clinic has grown from a small hospital in a remote area of Minnesota to the most recognized health system in the United States. It has been said that the Mayo Clinic dominates social media in healthcare. Here, we explore the components of the Clinic’s Internet presence to understand the marketing principles that contribute to this success.

We also view a powerful video produced by the Cleveland Clinic that illustrates the emotions of people within the healthcare system – in this case, both staff and patients. Every person who seeks healthcare services does so out of need. More often than not, that need also conveys a sense of vulnerability upon the patient. Understanding the deep emotions involved creates a foundation for meeting patient needs and expectations.

Upon successful completion of the course material, you will be able to:

• Evaluate the needs and perspectives of patients and families in accessing and using healthcare.
• Discuss the utility of social networking and communication media in promoting the values and goals of the healthcare institution.

Resources

• Textbook: Healthcare Marketing: A Case Study Approach
• Website: Mayo Clinic
• Website: Mayo Clinic Healthy Living Program
• Video: Empathy: The Human Connection to Patient Care
• Article: Building a strong services brand: Lessons from Mayo Clinic

Background Information

The changing landscape of healthcare is slowly shifting the center of gravity from the provider to the patient. The Patient Protection and Affordable Care Act promulgates policies designed to develop patients into informed consumers. At the same time, social media and the Internet place unprecedented amounts of information directly in consumers’ hands. An effective marketing plan educates, advocates (for maintaining health and for the institution as a provider of choice), and promotes the image of the institution.

Instructions

1. Review the rubric to make sure you understand the criteria for earning your grade.
2. In the textbook, Healthcare Marketing: A Case Study Approach, read Chapter 6.
3. Review the Mayo Clinic website
4. Review the Mayo Clinic’s Healthy Living Program site.
5. Watch the Cleveland Clinic’s video “Empathy: The Human Connection to Patient Care”
6. Read the article “Building a strong services brand: Lessons from Mayo Clinic”
7. Navigate to the threaded discussion and respond by evaluating the purpose, focus, and value of the Mayo Clinic website by posting answers to the following:
   1. What are the key components of the website?
   2. What messages do they convey?
   3. What are the target markets of the information presented?
   4. How does the website represent aspects of product, price, place, and promotion for the Mayo Clinic?
   5. What value does offering this expansive information provide to the Mayo Clinic? How does it reflect Mayo’s branding of its products?
   6. How does this information meet the need of the individuals and communities served?
   7. Describe the biblical perspectives that are represented in this content.