Building On First Impressions: A Case Study

Thomas and Richard (2002) , in their article entitled ‘Building on First Impressions’, shed light on the role played by physical environment in the therapeutic process of patient. This article revealed that healthcare marketers are slower in picking upon the marketing potential of facilities design. Hence, it is suggested that the perceptive marketers should quickly recognize an opportunity for making their institutions stand out in an environment where hospitals are seen as interchangeable. Admittedly, most of the early marketing touted the upscale character of facilities and their hotel-like amenities. The author concluded that the marketers should begin to capitalize on the design aspect of their facilities, including the healing features

To gain a better understanding of the changes in satisfaction the study examined satisfaction in two components-attribute satisfaction and interpersonal satisfaction. The results of the study indicated that an improvement in patient perception of health status leads to an increase in both attribute satisfaction and interpersonal satisfaction with the health care encounter. In order to monitor and maintain high satisfaction levels and educate patients regarding health status, health care marketers should develop communication programmes to provide ongoing contact with patients. The impact of patients perceived health status on interpersonal satisfaction over time demonstrated the importance of interpersonal relations between the physician and the patient. Effective communication between the physician and the patient enhances satisfaction and perceived health status. A physician who clearly communicates the positive and negative aspects of a medical service may help the patient to develop expectations that are more realistic and the status of his or her perceived health immediately following the health care