Healthcare CEOs are concerned about corporate reputation, according to a survey by FischerHealth, Porter Novelli Consulting and PRSA Health Academy.
Nearly two-thirds of the 30 CEOs surveyed said reputation was “critical” or “very important” to their organization’s success, and similar numbers said a positive shift in reputation “significantly” or “dramatically” affects their bottom line.
A large majority (86%) said negative events would adversely impact their bottom line.
All rated their firm’s reputation as “excellent” to “good” with key external audiences, including consumers, regulators, legislators and employees, though less than half (47%) rated their reputation with news media as “very good.”
However, more than one-third (39%) had not measured their reputation. Three-quarters of respondents said they were “satisfied” or “very satisfied” with their staff’s ability to understand and deliver on reputation-management objectives.
From the September 01, 2006 Issue of MM+M - Medical Marketing and Media
