The status of the account determines the quality of the relationship. Only those who have deposited into an individual's bank account can inuence and motivate the individual. In a recent survey of hospital marketers, the biggest concern of marketers and physician liaisons is greater competition from competitor facilities. In today's competitive healthcare market, physicians have many options on where to send patient referrals. Hospitals nd themselves losing physicians who feel they are being ignored or treated unfairly.
Regular deposits into their emotional bank account can solve this problem. Disney is a good example of this process. At the Disney Institute they teach professionals email list, including healthcare executives, how to improve their organization according to a philosophy developed by Walt Disney. The principles taught are simple but profound. For example, one of the main principles is to make sure everyone feels important and knows they are an asset to the organization. Walt Disney World has built their whole company culture accordingly.
One of the most far reaching initiatives is a simple name change. At Disney World, employees are not employees, but cast members. Customers are not customers, but visitors. Taking the theme of a play, Disney has been able to make direct deposits into their employees' and their customers' emotional bank account. Both know they are valued and cared for.