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Marty Campanello
Vice President, Marketing and Public Relations
Carolinas Healthcare System
Charlotte, NC
marty.campanello@carolinashealthcare.org

Danny Fell
Executive Vice President
Neathawk, Dubuque & Packett
Chattanooga, TN
dfell@ndp-agency.com

David Marlowe
Principal
Strategic Marketing Concepts
Ellicott City, MD
dmarlow1@ix.netcom.com

Quality has become a significant mantra in the healthcare field. Providers are spending a great deal of time, effort, and expense on improving quality, measuring quality, and using quality as a competitive differentiator. This strategic emphasis is creating challenges for healthcare marketing professionals. Which measurement do we use—if any? Does it really differentiate us from the competition? Is anyone out there paying attention to this information?

Increase your understanding of “quality” as a key competitive tool. Examine the current state of quality measures in the field—what is out there and what may be coming along. Review research on how consumers are—and perhaps are not—using available quality information. Case examples illustrate how hospitals are using quality as a strategic marketing element.

You will learn to:

• Define the current state of quality measurement in the hospital and provider field.
• Determine to what degree consumers are using quality information to select a specific provider.
• Use quality as a marketing tool through case examples.