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Leadership in healthcare sector. The Case of Branding High-End Private Healthcare Services & Economic, Legal, Marketing and Policy Concerns of Concierge Services in Hospitals

Journal of Leadership and Management

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Title Leadership in healthcare sector. The Case of Branding High-End Private Healthcare Services & Economic, Legal, Marketing and Policy Concerns of Concierge Services in Hospitals
 
Creator Maher, Vincent; Department of Management, Business Administration & Health Care Management, Iona College, USA
Priovolos, George; Department of Management, Business Administration & Health Care Management, Iona College, USA
Maher, Elisabeth; Case Western Reserve University, Cleveland, Ohio, USA
 
Description This paper explores two topics, both pertaining to new aspects of leadership in healthcare services. The first one deals with brand development and implementation in the high-end private healthcare sector. Concierge healthcare brands serve to differentiate an institution’s services from those of the competition and provide the basis for patient preference and loyalty. To build a successful brand, each element of the luxury healthcare provider’s marketing mix should be designed with a focus on patient experiences, emotional connections, and lifestyles. Moreover, high-end medicine practices need to take a longer-term approach to branding first developing a widely-accepted internal brand and then communicating it in a clear and consistent manner through all appropriate marketing platforms and activities. Second topic discusses economic, legal, marketing and policy concerns of concierge services in hospitals: everything has a price tag; from mobile phone service to every alcohol swab that is used in a medical office or hospital. As the United States tries to join Europe in a national health care system/tax, some people are willing to and have already started to pay for more care. With the United States being one of the economic powerhouses of the world, it is fascinating that we have only just joined our European cousins in a national health care system.
 
Publisher Institute of Leadership in Management
 
Contributor —
 
Date 2014-12-23
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://leadership.net.pl/index.php/JLM/article/view/14
 
Source Journal of Leadership and Management; Vol 2, No 2 (2014): Journal of Leadership and Management
2391-6087
 
Language eng
 
Relation http://leadership.net.pl/index.php/JLM/article/view/14/24
 
Rights Copyright (c) 2014 Author & JLM
http://creativecommons.org/licenses/by-nc-sa/4.0