The Role of the Marketing Team in Hospital Price Transparency

After attending a Kansas City Healthcare Communicators Society (KCHCS) educational session, I began to think more about the role of marketers in hospital price transparency initiatives. Participants at the session joined in a lively discussion about consumer expectations for comparative data on healthcare costs. With many providers supporting price transparency, marketers are seeking additional resources to successfully communicate consumer-friendly information about hospital costs.

Launching a price transparency initiative in a hospital can seem overwhelming. This is due in large part to the fact that each patient’s healthcare needs are different, and cost structures related to testing and treatment can be complex – often with one or more third party payers – making out-of-pocket costs hard to understand for consumers. Hospitals, in particular, struggle to find the best way to share this information on a public platform. Below are five key takeaways to help hospital marketers take an active role in creating successful communication strategies for price transparency……