| A couple weeks ago my mom was in the hospital. | | | | I have no idea who he called or what he said. All |
| She had a knee replacement, a procedure she | | | | we know is she got extremely good care and |
| was already familiar with. So, she knew what was | | | | special attention from the CEO of the hospital. |
| in store and she was not looking forward to it. | | | | The second thing that stands out is the staff |
| One of her concerns was the level of service in | | | | there seemed to all be very caring and skilled at |
| the hospital. For good reason. When you're | | | | their work. Like I said, mom knows what good |
| undergoing major surgery and recovery, there's a | | | | service is. And these people really impressed her. |
| lot of room for mistakes. Even if the operation is | | | | That's not an easy thing to do. |
| fine medically, the after care can make all the | | | | The third thing that stands out is that the care |
| difference in the world. It's only fair here to point | | | | she received matches the current advertising |
| out that my mom, wonderful as she is, happens | | | | campaign being done by the Fairview system. As |
| to be one of the world's most demanding | | | | my wife and I were driving home from the |
| customers. I should know because I am too. So, | | | | hospital the first night, we noticed a billboard for |
| any hospital she chose for this surgery was going | | | | Fairview. It had picture of a friendly looking |
| to have to be on their "A" game to win her | | | | woman (a hospital employee). The copy on the |
| approval. | | | | sign read: |
| (For those of you in the Twin Cities, she chose | | | | "I am the care I give." |
| Fairview Southdale Hospital.) | | | | "I am Fairview" |
| To our surprise, she found one that passed with | | | | (Or something like that.) |
| flying colors. They did almost everything right | | | | I hate most advertising because it's not real. Most |
| from start to finish. Throughout the whole | | | | big corporate marketing campaigns are what the |
| situation, mom had nothing but good things to say | | | | company wants to think but not what the reality |
| about the hospital and staff. | | | | is. This seemed different. Finally, I thought, a |
| Several things about this stand out. | | | | company got their marketing right. They actually |
| One is the CEO/President of the hospital. He | | | | seem to be delivering the same level of service |
| visited my mom three times while she was | | | | and care that their ad campaign suggests they |
| recovering from surgery. He even gave her his | | | | are. |
| cell phone number in case she needed anything | | | | Consistency counts. So does accuracy and |
| while she was there. | | | | honesty. Don't bother telling people how great you |
| I almost fell down when she told me this. | | | | are unless you can back it up. The best marketing |
| She explained. Prior to her choosing a hospital, she | | | | is what happens after you thrill someone. Like |
| had told her surgeon about her concerns | | | | having the CEO of a major hospital visit a patient. |
| regarding good care. Her surgeon felt Fairview | | | | That's remarkable service. That's memorable |
| Southdale Hospital was a good choice. So | | | | service. |
| (apparently) he made a call. | | | | |