Riley Hospital kicked off its Getting2Great campaign Tuesday.
Officials say it's an effort across-the-board in health management to stay competitive at every level.
Riley's CEO, Pam Tvarkunas, says the ultimate goal is to not only meet the expectations of patients, but to exceed them.
"There's got to be a competitive advantage. And the most competitive advantage is being great in all areas, whether it's your people, your service, your quality, your innovation, finance," said Tvarkunas. "And then growth will come when you've got the best people taking care of your patients."
Tvarkunas says virtually the same equipment and technology are available to all health care providers. She said sometimes it's the intangibles that set them apart.