Leadership Studies Commons^™

The Intersection Of Healthcare Marketing Communications And Patient Experience: A Qualitative Study, Megan O’Erin Yore

Ed.D. Dissertations

Providing a positive experience to patients at healthcare organizations is a complex undertaking and a continuous process due to staff turnover and the ever-changing industry. Positive patient experiences are an important part of the healing process as they relate to better outcomes in quality assessments. The purpose of this case study was to examine the nature of collaboration between clinical and marketing communications teams working to improve patient experience. To uncover lived experience, semi-structured interviews were conducted with 18 participants–nine clinicians and nine marketing communications professionals–from 10 organizations. The study sought to understand how marketing communications teams collaborated with clinicians, …