South Florida Hospital News
Monday July 6, 2020

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August 2019 - Volume 16 - Issue 2


When It Comes to Patient Care, Marketing Should Only Support the Cause

For the fourth year in a row, Chick-fil-A claimed the top spot for customer satisfaction amongst all national restaurant chains. They once again left other prominent chains jockeying for second place while totally burying their “fast food” competitors. Their slick, ‘Eat Mor Chikin’ marketing campaign (which features black and white cows doing the demanding) is a staple across the country and first appeared almost 25 years ago. Direct competitors like McDonalds, KFC, Burger King and Wendy’s have collectively rolled out hundreds of different advertising efforts over that same period, yet Chick-fil-A continuously rises to the top. Bottom line is this: marketing and advertising are always necessary in getting customers, but what the makers of the ‘original chicken sandwich’ understand better than anyone else is the great experience is why they are the best at what they do. Their teams create an environment that is different in a very good way. The same is true when it comes to our approach to patient care. When we look around, we see tons of money and effort dedicated to marketing. The questions we must ask, is what are we doing to back all of those claims up and what are our teams doing to elevate their approach so that the actions compliment the message?

Some organizations have a very systematic approach to patient care and experience and others either have no approach or have glaring inconsistencies from department to department or even person to person. For example, go to any Chick-fil-A in the country and try to catch any newly hired teenager or team veteran use ‘no problem’ vs. ‘my pleasure’ when responding to ‘thank you’.
This and tons of examples like it do not happen by accident. They have a passion to be the best at what they do which permeates throughout the company. Imagine the power the exact same approach would have for your patients and their families. Check out your latest marketing campaign and see if your team walks the walk. The gap represents opportunity to improve and be the best at what you do.

Jay Juffre is Executive Vice President, ImageFIRST. For more information on ImageFIRST, call 1-800-932-7472 or visit

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