Quality has become a significant "mantra" in the healthcare field. A great deal of time, effort, and expense is being spent by providers 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 as to how consumers are — and perhaps are not — using available quality information. Case examples illustrate how hospitals used quality as a strategic marketing element. Finally, participants will be actively engaged in both the case study and in providing examples and counterpoints as to how their individual organizations are dealing with this issue.

You will learn to:

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