It should be ridiculously simple to establish trust among consumers, and communicate the value your healthcare organization provides.
All you have to do is be sure each and EVERY message and interaction ('touch') reinforces the patient's perspective that we are receiving consumer-centric care designed just for us.
This doesn't have to be painful for your communications team, and it doesn't mean you relegate good medicine and safe patient care to the sidelines.
Instead of a boring line telling me how to perform the almost inevitable future-unsubscribe, I was greeted with this little bundle of literary cuteness:
"Welcome to our cozy club of people against dirty. You know that scene in "" when the bells ring every time an angel gets his or her wings. Well, you can imagine the cacophony of bell-ringing right now in our little office in Richmond. Not real bell ringing. It's more of a metaphor. But that'll give you an idea how excited we are that you've joined our little cleaning revolution. "
Plus, now I'm blogging about it for you wonderful people, so it just goes to show a little investment in creating a corporate style reading as highly personal secures a high rate of return.
Your hospital site should do the same - now's the perfect time to clean up your act.