Branding

How to Fix ‘Surprise Billing’ Before It’s Damaging Your Brand

Headshot of Michael Crawford
By Michael Crawford

“Life is full of surprises,” as the expression goes; often said to someone who was caught off-guard.

Hopefully, it was a good surprise, but sometimes it’s a real brand-killer. The issue of “surprise billing” may not seem central to your responsibilities in the marketing department, but it could be seriously damaging your brand, especially with patients of healthcare organizations.

For instance, surprise billing occurs when a patient goes to an in-network hospital, but is seen by an out-of-network provider.

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Headshot of Michael Crawford

Michael Crawford

Michael Crawford became interested in healthcare listening to the conversations around the patio table as his parents and their colleagues talked about work. For the past 30 years he's used his marketing expertise to help medical groups, hospitals and health systems connect with consumers, physicians, employers, brokers and health plans. He advocates for a strategic approach to marketing, audience-based communications, coordination between marketing and customer service functions, and early inclusion of the marketing discipline when planning services. His work has earned more than a dozen awards over the past few years. He’s no stranger to healthcare reorganizations or healthcare reform, from the failed effort during the 90s to the implementation of the ACA to today’s efforts at repeal. His blog, Healthcare Marketing Survival Guide, offers advice for B2C and B2B healthcare marketers trying to chart their course during uncertain times. Connect with him via LinkedIn or follow him on Twitter @health_crawford.

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