The Trust Prescription for Healthcare: Building Your Reputation with Consumers (Ache Management Series)

184 Pages·2005·0.47 MB·English

by  David A. Shore

t h e t r u s t
p r e s c r i p t i o n
f o r h e a l t h c a r e
Building Your Reputation
with Consumers
American College of Healthcare Executives
Management Series Editorial Board
Alan O. Freeman, FACHE, Chair
Big Springs Medical Association, Ellington, MO
Carolyn C. Carpenter, CHE
Duke University Hospital, Chapel Hill, NC
Ralph H. Clark, Jr., FACHE
Eastern Health System, Inc., Birmingham, AL
Terence T. Cunningham, III, FACHE
Ben Taub General Hospital, Houston, TX
Sandra A. DiPasquale, Dr.P.H., FACHE
Community Health Center of Buffalo, Inc., Buffalo, NY
James L. Goodloe, FACHE
Tennessee Hospital Association, Nashville, TN
Debra L. Griffin
Humphreys County Memorial Hospital, Belzoni, MS
Nick Macchione, CHE
San Diego Health & Human Services Agency, San Diego, CA
Gerald J. Maier, FACHE
OU Medical Center, Oklahoma City, OK
Mikki K. Stier, FACHE
Broadlawns Medical Center, Des Moines, IA
Warren K. West, CHE
Copley Health Systems, Inc., Morrisville, VT
Alan M. Zuckerman, FACHE
Health Strategies & Solutions, Inc., Philadelphia, PA
t h e t r u s t
p r e s c r i p t i o n
f o r h e a l t h c a r e
Building Your Reputation
with Consumers
David A. Shore
Health Administration Press
Chicago, IL
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sional should be sought.
The statements and opinions contained in this book are strictly those of the authors
and do not represent the official positions of the American College of Healthcare Exec-
utives, the Foundation of the American College of Healthcare Executives, or of the
Association of University Programs in Health Administration.
Copyright © 2005 by the Foundation of the American College of Healthcare Execu-
tives. Printed in the United States of America. All rights reserved. This book or parts
thereof may not be reproduced in any form without written permission of the pub-
lisher.
09 08 07 06 05 5 4 3 2 1
Library of Congress Cataloging-in-Publication Data here
Shore, David.
The trust prescription for healthcare: building your reputation with consumers/
David A. Shore.
p. : cm.
Includes bibliographical references.
ISBN-10: 1-56793-240-1
ISBN-13: 978-1-56793-240-9
1. Medical care—Public opinion. 2. Patient satisfaction. 3. Consumer education. 4.
Consumer protection. 5. Trust. I. Title.
RA395.A3S495 2005
362.1—dc22
2004060659
The paper used in this publication meets the minimum requirements of American
National Standard for Information Sciences—Permanence of Paper for Printed Library
Materials, ANSI Z39.48-1984.∞ 
Acquisitions manager: Janet Davis; Project manager: Melissa A. Rompesky; Layout
editor: Amanda J. Karvelaitis; Cover design: Betsy Pérez
Health Administration Press
A division of the Foundation of the
American College of Healthcare Executives
1 North Franklin Street, Suite 1700
Chicago, IL 60606-4425
[phone]
To my parents, Ruth and Milton Shore,
with admiration and love.
To my wife, Charlotte, who has always given me
the freedom and support to pursue my work
and the love to make it possible.
My love and appreciation cannot be returned
in any tangible ways.
To my children, Doug and Alyssa,
with pride and love that will extend forever.
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Contents
Acknowledgments ix
Introduction xi
Part I: The Missing Element in Healthcare
1 What Is Trust, and Why Does it Matter? 3
2 The Trust Crisis and Healthcare Organizations 21
3 The Trust Crisis and Individual Providers 39
4 Healthcare Hype and Other Influences 53
5 What Happens When Trust Erodes? 63
Part II: Building Trust—and a Trusted
Reputation
6 Thinking Differently 77
7 Understanding Branding 89
8 Raison d’Être: Mission, Vision, and Values 101
9 The Building Blocks: Increasing Your Trust Capacity 119
10 A Reputation—and a Position—Based on Trust 135
11 Marketing Trust 147
Epilog 161
About the Author 165
Contents vii
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Acknowledgments
This book is based largely on material presented in my one- and
two-day executive education workshops and in my graduate course
on building brand, reputation, and trust at Harvard University. I
owe a great debt of gratitude to all of the healthcare professionals
and students who have participated in these programs and in the
process have taught me and helped me to refine my thinking.
This book could not have been written without the guidance and
assistance of many people. First and foremost is my associate and col-
laborator of more than a decade, Holly Zellweger. A heartfelt thanks
for the support and guidance that she has provided over the years,
both in so many ways that can be counted and in countless ways that
often cannot be counted, yet count most. I could not ask for a
smarter, more talented, nor more gracious professional partner.
I also thank my senior research assistant, Rachel Anderson, an
outstanding human being who has emerged as an invaluable asset
to the team. Never once did she let me down; rather, she consistently
went above and beyond the call of duty and in the process exceeded
my expectations. She earned my trust and in the process my eter-
nal gratitude. Also many thanks to Colleen Carroll and Cathy
ix