Can quality become tangible for health service users?

Purpose – This paper aims to contribute to solving the problem of communicating quality to service users. In particular, it seeks to focus on how to render quality tangible for the users within the health service, characterized by a high information asymmetry. Design/methodology/approach – The method adopted is a case study, preceded by a rapid theoretical focus on the role of communication in a model for service quality (SERVQUAL). The case study refers to the Stroke Process at the Sacro Cuore Don Calabria Hospital in Negrar (Verona, Italy). Stroke Process represents an excellent health service reality, unique in the Italian National Health System, for the care of brain stroke, one of the most serious diseases in developed countries. Findings – The main finding is a managerial tool – the Patient's Charter – in which the health organization explicitly expresses its commitments, its standards and makes quality tangible for users. Research limitations/implications – The research limitations are linked to the single case taken into consideration; moreover, findings are confirmed by other studies about health organizations. Practical implications – The practical implications consist of direct suggestions useful in health service management, specifically in communication activity. As a result of this research, Patient's Charter adoption by health organization is recommended. Originality/value – The study has a normative value and its indications can be extended also to other innovative health services (e.g. multidisciplinary practices).