In today’s world, companies are beginning to apply new product development ideas to non-profit health care delivery systems. Because most innovative products and services can be relatively easy to reverse engineer and duplicate, they frequently result in a time limited advantage to the organization. However, the design of exceptional service delivery systems are much more difficult for competitors to try to duplicate. As a result, service programs linked to the positive values and vision of the organization’s management are much longer lasting. Experienced managers can safely assume hungry competitors will want to expand their own comparable services, regardless of whether it makes financial sense not.
Management can anticipate these types of developments with their competitors by creating a model experience which ensures patients are receiving the highest quality of care possible and getting well. Service branding elements for the organization should include: highly qualified staff, continuous measurement of quality improvement indicators, all of which must be linked to professional care delivered in a friendly, efficient, and responsive manner.
Well- designed services have the ability of creating an intimate and emotional bond with patients, families and referral sources. Health services with these components are capable of driving long term loyalty and organizational growth well into the future.
Scientific gains in health delivered care often produces more efficiency and productivity, all while encouraging more consumption of services Albeit at a much lower cost. However, as we and other health consumers drive around with our blue tooth enabled phones engaged in conversation, we are mostly absent to communications with the rest of the world. With this continuous partial attention we can lose our sense of engagement and ultimately we could end up compromising our awareness of underlying health concerns and self limit our willingness to take advantage of quality health care providers. These are front line opportunities for Providers who are capable of communicating within the parameters of this digital age.
Providers simply can’t afford thinking of consumers anymore as just economic bundles of desires, but rather human beings who can’t be satisfied by having lots of things. In order to become sustainable businesses of the future, health providers must be capable of helping people escape a revolving behavioral health care delivery system such as the one we have now. We must get people healed and back into society just as quickly as possible. Only by offering carefully designed products and services for the people we serve will we find a more powerful path to changing the way we think about delivering health care in the future.
When the organization effectively communicates the values and vision of its Mission, both consumers and the community it serves will benefit from these shared experiences.
