On November 21, as part of the training program “Communication for Medical Administrators”, the third module titled “The Brand Is Us: First Impressions and Communication in Difficult Situations” was held, organized by NOVO Study Club.
“Experience. Trust. Reputation. Loyalty.” For 11 years, these core values have guided NOVO Medical Center in meeting patients’ deepest emotional needs. Effective administrator-patient interaction techniques form the unbreakable foundation of our brand and build lasting trust.
Thanks to our permanent trainer Maryana Voznytsia — Chair of the NOVO Medical Center Advisory Board, healthcare and public health expert, and co-founder of the School of Successful Medical Management — administrators gained priceless insight into the principles of safety, humanity, and expected outcomes: the very criteria by which the strongest brands are chosen.
Through a blend of theory and hands-on practice, the expert highlighted that first impressions, emotional presence, premium service tools, and administrator behavior in challenging situations are the micro-actions that forge strong, enduring relationships between patients and the medical center.
Special focus was placed on communication case studies for handling difficult situations and responding to aggression using the “Stop – Clarity – Support” method.
Brand understanding is the cornerstone of any institution. It is well known that 80% of a facility’s reputation is shaped by its administrators, with medical staff expertise being the next key factor in patient satisfaction.
The highest level of branding is achieved when a patient subconsciously wants to return to a place where they felt genuinely cared for — because outstanding service fulfills everyone’s fundamental need for care and trust.
A vital psycho-emotional indicator of a medical center’s success is how strongly the brand “resonates,” how recognizable it is, how often it is visited, and how frequently it is recommended to others.
The high professionalism of NOVO Medical Center administrators helps fulfill patients’ core emotional needs:
- feeling of safety;
- clarity and understanding;
- predictability;
- care and empathy;
- humanity and respect;
- sense of control;
- emotional calm.
Patient trust in a brand is always built on three fundamental pillars:
- safety;
- clarity;
- humanity.
Maryana Voznytsia shared powerful tools that help administrators win patient trust and loyalty:
- “Emotional Mirror” technique;
- “One Step Ahead” protocol;
- “Finish Line” moment;
- “Silent Presence”;
- “The Last Gesture”;
- “Zero Uncertainty”;
- “Soft Boundaries”;
- “Inner Timing”.
As is tradition, all participants received personalized certificates from NOVO Study Club.
We sincerely thank the organizers for the opportunity to keep learning and growing!
Yulia Huriy
Photos — Maryana Hrubel
