Quality Awards Playbook
10 Strategies to Make Your Quality Achievements Work For You
In the ultra-competitive world of healthcare, your hospital has a competitive advantage - an award recognizing your superior hospital quality. You worked hard for it, now let it work hard for you. These are 10 proven strategies that hospitals have used to leverage their achievements:
Your hospital website is a part of the patient's digital journey and must provide the right information at the right time.
Your awards provide a competitive differentiator. Displaying them prominently on your site can help strengthen your brand and drive new patients to your hospital.
Here are some examples of how to display your awards throughout your website:
- Create a landing page to expand upon your achievements.
- Highlight patient stories and your organizational commitment to outstanding quality.
- Drive visitors to this page through social campaigns and other promotional efforts.
- Make the links trackable so you can determine the channels that are most successful in driving traffic.
- Add your awards to your service line pages to highlight your excellence in specific specialties.
Social media is a powerful marketing tool. When used strategically, it can make a huge impact on an online audience.
- Create a social media campaign about your awards.
- Link to the landing page you created and drive visitors to the site by using patient stories or quotes in your social text.
- Share photos of your clinical teams, hospital staff and executives who contributed to your achievement.
- Ask your employees to be a part of the conversation and like, share, or comment on social posts to expand the reach of your message.
Your call-to-action ("CTA") in social-media posts is very important! Be creative and try not to use short generic CTAs like "Learn more," "Click here" or "Read more." Instead, try "See how we did it" or "Look what we accomplished!"
See how one hospital generated thousands of likes with a social media campaign focused on their quality awards:
#(your hospital) #ExcellenceInQuality
A strong media campaign brings awareness to your hospital, influences patients to appoint, and adds credibility to your achievements. Get the best coverage by making it easy for the media to tell your story.
Your campaign should include:
- Press materials detailing the awards, what they mean and - especially - the level of clinical excellence required to achieve them.
- Layout-ready copies of the award medallions.
- Proud quotes from both staffers and executives.
- A history of your facility, including any mergers, acquisitions, or name changes.
- Details about upcoming patient seminars, classes, or other community events.
- Patient stories and testimonials speaking to the great care delivered at your hospital.
- Media contact name and phone number.
Be sure to create a Press Center on your website to make all of the information easily accessible.
The easier you make it for the media, the more likely you are to receive coverage.
Create a direct-to-consumer campaign to let everyone know they have a nationally recognized hospital in their town, right down the street.
Direct outreach is a great way to establish relationships with the community and maintain ongoing patient relationships. Weave your achievements into your campaigns to make your message stand out. Some of the best ways to do this include your achievements on:
- Recurring newsletters.
- Direct mail campaigns.
- Foundation fundraisers.
- Creative outreach, such as a magnet with a medallion and your contact information, a calendar, a mousepad, etc.
Your achievements are cause for celebration. Take the opportunity to recognize the people who made it happen and treat them to a nice event.
- Create sophisticated printed invitations (emailed invitations aren't tangible and can easily be ignored).
- Invite everyone who has an impact on your hospital's quality. That includes doctors, nurses, hospital leaders, volunteers, all hospital staff, and local and state leaders. Think about the people who make a difference in patient safety and clinical improvement.
- Leverage patient testimonials, family, and physician stories to provide a personal touch.
- Every party needs a cake! Want to go the extra mile? You can have it made in the shape of an award medallion!
- Hire a professional photographer and videographer to document your event. Press coverage is wonderful, but you'll want to own images and video for future promotion.
- Make sure the CEO and other high-ranking hospital officials are prepared with a speech to accentuate the importance of this event.
- Integration with a black tie or fundraising event could drive increased awareness and giving.
- Invite the press and prepare a digital press kit that contains coverage of the awards and the story of your hospital's achievements. This should also include a quote from your CEO or Chief Quality Officer. For more details, see strategies 3 and 4.
And the walls, lobby, the outside of the building, even your vehicles.
Give your patients peace of mind, your staff a source of pride, potential patients a reason to put you on their short list, and the community a reason to remember you! Publicize your awards throughout your hospital. Here are some examples of how you can promote your award in a decorative way:
- Wall and window clings, wraps or decals.
- Pop-up displays (free-standing banners).
- Elevator wraps.
- Bus/van/car wraps and clings.
- Digital scrolling messages.
- Plaques placed in areas of congregation.
- Flags and banners.
Show your pride and showcase your awards beyond the trophy case. Having these awards in front of patients and visitors is a great way to spark conversations about strong quality outcomes at your hospital. Creative ways to wear your awards include:
- Hospital ID badges or lab coats.
- Lapel buttons.
- Shopping bags.
- T-shirts for your staff.
Have patients, physicians, nurses, and hospital leaders share their experiences and stories. These stories can be shared through all marketing channels available including personal accounts of patient and physician stories.
Patients can tell a story about their care experience in a testimonial.
Nurses can describe how they help patients through their entire care journey and create strong quality outcomes along the way.
Physicians can talk about how the hospital supports their efforts to provide the best possible care and why they are affiliated with your hospital.
Hospital leaders can outline the organization's commitment to high quality with a focus on patient-centric care.