Making the most of a hospital's prestigious brand

One of the most prestigious hospitals in the country wanted to take stock of its brand worth.

 

TRC assessed consumers' perception of the hospital's value in the context of access and overall cost of care.

Results indicated there was little benefit in modifying its pricing strategy. Instead, they demonstrated the impact that improvements to access could have on the hospital's share for specific conditions. Researchers used the results to gain executive approval on specific access program, and to prioritize marketing efforts