By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
Health Works CollectiveHealth Works CollectiveHealth Works Collective
  • Health
    • Mental Health
    Health
    Healthcare organizations are operating on slimmer profit margins than ever. One report in August showed that they are even lower than the beginning of the…
    Show More
    Top News
    medicare part d benefits
    Everything that You Need to Know About Medicare Part D
    August 15, 2022
    Best Ways to Boost Your Immune System this Winter
    Best Ways to Boost Your Immune System this Winter
    November 15, 2022
    back pain issues
    Ways to Treat Constant Back Pain
    August 21, 2023
    Latest News
    How Probate Planning Shapes the Future of Your Estate and Family Care
    July 17, 2025
    Beyond Nutrition: Everyday Foods That Support Whole-Body Health
    June 15, 2025
    The Wide-Ranging Benefits of Magnesium Supplements
    June 11, 2025
    The Best Home Remedies for Migraines
    June 5, 2025
  • Policy and Law
    • Global Healthcare
    • Medical Ethics
    Policy and Law
    Get the latest updates about Insurance policies and Laws in the Healthcare industry for different geographical locations.
    Show More
    Top News
    More On Wellness Programs To Improve Health and Reduce Costs
    January 25, 2012
    Privatizing Social Security and Medicare: Who Can Defuse Political Dynamite?
    June 12, 2011
    Study: Risk of Death in Elderly Patients with Dementia Doubled with Some Antipsychotic Medications
    February 26, 2012
    Latest News
    How IT and Marketing Teams Can Collaborate to Protect Patient Trust
    July 17, 2025
    How Health Choices and Legal Actions Intersect After an Injury
    July 17, 2025
    How communities and healthcare providers can address slip and fall injuries with legal awareness
    July 17, 2025
    Let Your Lawyer Handle the Work Before You Pay Medical Costs
    July 6, 2025
  • Medical Innovations
  • News
  • Wellness
  • Tech
Search
© 2023 HealthWorks Collective. All Rights Reserved.
Reading: BayCare Health: Delivering a Consumer-Driven Brand Experience [PODCAST]
Share
Notification Show More
Font ResizerAa
Health Works CollectiveHealth Works Collective
Font ResizerAa
Search
Follow US
  • About
  • Contact
  • Privacy
© 2023 HealthWorks Collective. All Rights Reserved.
Health Works Collective > Business > BayCare Health: Delivering a Consumer-Driven Brand Experience [PODCAST]
Business

BayCare Health: Delivering a Consumer-Driven Brand Experience [PODCAST]

Lonnie Hirsch
Lonnie Hirsch
Share
4 Min Read
Stewart Schaffer BayCare Health
SHARE
Stewart Schaffer BayCare Health

Stewart Schaffer, CMO
BayCare Health

Stewart Schaffer BayCare Health

Stewart Schaffer, CMO
BayCare Health

[SHSMD14 Speaker Podcast Series] Stewart Schaffer, Chief Marketing Officer for BayCare Health System in the Tampa, FL area talks with Lonnie Hirsch, Co-Founder of Healthcare Success about Stewart’s presentation at the 2014 SHSMD Connections meeting this month titled: Designing a Consumer-Driven Brand Experience that Brings the Brand Promise to Life.

In hospital and healthcare marketing, what you say (your brand promise) is not always the same as what patients feel you deliver (your brand experience). As Stewart Schaffer points out in our podcast today, “You can have the brand promise, but if you’re not delivering on it, you don’t have a successful brand strategy.”

For BayCare Health System, a strong brand promise entices people to try their brand, while a strong brand experience gets people to stay. Some of the discussion points in our podcast conversation with Stewart Schaffer include:

  • How do consumers/patients define quality;
  • How does the health system clinical leadership define quality;
  • A lot of the patient experience is feeling connected; and
  • Working with physicians, staff and patients to deliver brand experience.

listen now podcast interview 

Designing a Consumer-Driven Brand Experience that Brings the Brand Promise to Life

SHSMD14 Podcast Healthcare Success Stewart Schaffer BayCare Health System

LONNIE HIRSCH: What is the BayCare brand promise today and has it evolved in the past five years?

STEWART SCHAFFER: It certainly has evolved. In 2013 we commissioned a quality and brand study because our organization had a sense that there was confusion in our industry about the concept of quality and the concept of branding. We broke down the survey results by care setting because people might define quality according to the care setting.

Operations and clinical leadership defined quality as things that tangible, such as outcomes or delivering results at a lower cost. And, on the other hand, consumers—regardless of the care setting—defined quality as the experience.

A lot of what makes people feel good in a healthcare setting is when they feel they are connected to information, or they are connected to their doctor, or that they have access to, or connected to, exceptional healthcare.

LH: What are some of the ways you use advertising, social media and community presence to communicate BayCare’s brand promise to consumers?

SS: We have quite a few tools in that tool kit today to cover all our bases. There are four distinct types of marketing, and you need a robust strategy for each.

  • Traditional Marketing (newspaper, broadcast)
  • Digital Marketing (online and internet; your own website with consumer personalization).
  • Social Marketing (social media, targeted display ads on Facebook), and
  • Cause Marketing (community presence and outreach events).

LH: What priorities do you have for 2015 to continue to improve your brand experience to support your brand promise? 

SS: We’re continuing the build out of new systems and infrastructure…getting the organizational culture used to these systems in advance…making a lot of training available…and taking these systems and similar ones from other industries – to dramatically improve the brand experience.

For our listeners who will be at the SHSMD 2014 conference, be sure to attend Stewart Schaffer’s presentation: Designing a Consumer-Driven Brand Experience that Brings the Brand Promise to Life on Tuesday, October 14th at 11AM.

This article and podcast are part of Healthcare Success Strategies’ continuing education series featuring speakers at the upcoming Society for Healthcare Strategy and Market Development, SHSMD CONNECTIONS 2014 conference in San Diego, October 12-15. Meet up with Lonnie Hirsch at the Healthcare Success Booth #904 in the exhibit hall.

Share This Article
Facebook Copy Link Print
Share

Stay Connected

1.5kFollowersLike
4.5kFollowersFollow
2.8kFollowersPin
136kSubscribersSubscribe

Latest News

Grounded Healing: A Natural Ally for Sustainable Healthcare Systems
How IT and Marketing Teams Can Collaborate to Protect Patient Trust
Global Healthcare Policy & Law
July 17, 2025
paramedics in surgical gloves and masks
How Health Choices and Legal Actions Intersect After an Injury
Health care
July 16, 2025
a woman giving a key
How Probate Planning Shapes the Future of Your Estate and Family Care
Health
July 16, 2025
a woman with kinesio tapes on her back arm
How communities and healthcare providers can address slip and fall injuries with legal awareness
Health care
July 16, 2025

You Might also Like

The Cost of Quality Medical Supplies

December 2, 2015
ronald reagan UCLA medical center
BusinessHospital AdministrationWellness

Hospital or Hotel? Luxury Hospitals Entice Patients

December 13, 2013

Cool Facts About Big Data in Healthcare

March 25, 2015

UM Spinoff Takes Rare Adrenal Cancer Drug to Clinical Trials

December 11, 2013
Subscribe
Subscribe to our newsletter to get our newest articles instantly!
Follow US
© 2008-2025 HealthWorks Collective. All Rights Reserved.
  • About
  • Contact
  • Privacy
Welcome Back!

Sign in to your account

Username or Email Address
Password

Lost your password?