Hospitals in recent years have become more motivated to focus their marketing strategies on patient care excellence. What are some of the drivers of this focus (select all that apply)?
a. Heightened patient scrutiny
b. Heightened media scrutiny
c. Organizational transparency about error reporting
d. Frequent media accounts of medical errors
e. Increased litigation
A, B, D
Heightened patient and regulatory scrutiny, fueled by more frequent accounts in the media of medical errors, has motivated hospitals to refocus on patient care excellence and seek ways to promote this excellence to the public to gain a competitive advantage. Logos depicting designa-tions of excellence are displayed on the organization's website homepage and are used to pro-mote differentiating distinctions.
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