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Transparency has taken a whole new meaning in the health care arena.

 

First, the challenge was reporting cost information amid all the variables of charges, costs and reimbursements.  Later it was communicating quality scores, including posting information on your Web site and responding to inquiries from the news media.

 

Now, for the first time, Consumer Reports announces a rating system for comparing patient satisfaction among U.S. hospitals.

 

Transparency is a fair and reasonable expectation among your patients and area employers.  The key for you is being proactive about the message.  Take a public stance to communicate that transparency is important to you, and that you embrace it as an organization.   As you'll note from this  article summarizing the new Consumer Reports rating system, hospitals rated poorly in communication on clinical issues: 

 

 

You can assume a strong leadership role over your competition by aggressively marketing your support of transparency and the need for effective communication. 

 

Mike Milligan is principal of Legato Marketing & Communications, specializing in helping health care organizations build their volumes and image.  Milligan has developed and managed marketing efforts for critical access hospitals, health care systems, insurance companies, physician practices and multi-specialty clinics.  His agency experience includes providing counsel for Fortune 100 companies including 3M Pharmaceuticals, Philips Medical Systems and Dow Chemical Company.  Milligan also serves on the board of directors for the Wisconsin Health Care Marketing and Public Relations Society (WHPRMS).