On a recent trip to New York City, I was reminded of a simple but powerful truth: excellent service is the difference between a business that thrives and one that struggles to survive. Whether it was a restaurant, hotel, or retail shop, the businesses that stood out were those that treated service not as a department, but as a strategy. Every interaction deliberate, consistent, and centered on creating trust and loyalty.
This lesson is particularly critical for the healthcare industry, where service excellence is an often an afterthought—a far second to clinical expertise or operational efficiency. The reality is that patients and partners may not fully understand the clinical nuances of care, but they always understand how they are treated.
Service Begins Before Care
In world-class businesses, service doesn’t begin at the point of purchase—it starts with the first impression. Answering the phone promptly, designing intuitive digital experiences, and responding to inquiries quickly are all foundational to the customer journey.
In healthcare, these touchpoints are even more consequential. A confusing website, an unanswered call, or a lack of follow-up can leave patients and families feeling unsupported at a moment when they need reassurance most. Organizations like TwelveStone Health Partners have recognized this, embedding service into the very first interaction and setting the tone for the entire care journey validated by more than 2K 5-Star reviews. Quote a point of differentiation.
Service Extends Beyond the Transaction
No doubt delivering an effective, efficient clinical service is certainly a critical part of the equation. However, what distinguishes exceptional organizations is how they manage the relationship after the service. Proactive communication, ongoing support, and consistent follow-through are the hallmarks of companies that build enduring relationships that create loyalty.
This is where healthcare organizations can learn from other industries: the best service models anticipate needs rather than simply respond to them. That mindset transforms care delivery from transactional to relational.
Service Is a Culture, Not a Department
The organizations that stand out understand that service excellence cannot be confined to a “customer service” team. It must be a shared responsibility across every function. From the initial inquiry to the front desk to intake, to revenue cycle, to treatment, every interaction shapes the overall perception of care.
For healthcare leaders, this means building a culture where service is embedded in training, measured in performance, and celebrated as a core differentiator.
Why It Matters
In competitive industries, service is not a “nice to have”—it is the strategy. It drives reputation, referrals, and growth. In healthcare, it also drives something far more important: trust during moments that matter most.
The lesson is clear: businesses that lead with service—whether on the streets of New York or in healthcare systems across the country—set themselves apart. They don’t just meet expectations; they redefine them.