Description
Healthcare Market Individual project
A hospital marketing director at a very large hospital in an urban setting has several research projects to undertake this quarter. The hospital is continuing to expand its offerings in the metropolitan area and ensure a strong relationship with the top physicians in the community.
The 3 current projects that he is currently researching include the following:
- The hospital urology department wants to establish a sexual dysfunction clinic. The department head wants to get an estimate of the number of men ages 35 to 60 in the community suffering with some form of sexual dysfunction.
- A primary care medical group is trying to determine whether patients are being greeted and serviced appropriately by the billing and admitting departments.
- An MCO is trying to determine what concerns physicians have in agreeing to become part of its panel of physicians who will treat its subscribers.
He has asked you to assist by developing a report analyzing how each of these 3 projects would help the hospital improve its relationship with the public. Given that the projects would be presented to the hospital’s Board of Trustees, the marketing director indicated that your report needs to include a critique of current literature (scholarly references) to support a position on each.
The body of the resultant report should be 5-7 pages and include at least 5 relevant peer-reviewed academic or professional references published within the past 5 years.
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5 academy references
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Running head: REPORT ANALYSIS
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Report Analysis: The Projects in Improving Public Relations
Name
Institution Affiliation
Date
REPORT ANALYSIS
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Report Analysis
Introduction
According to Theaker (2016), the term public relations is one that is of importance in the
healthcare industry. Theaker (2016) defines public relations in the healthcare sector as the
communications that take place between healthcare institutions and the public who can be either
internal or external.Theaker (2016) further explains that the internal public for healthcare
institutions can include the patients, physicians, the hospital administration, the parents of the
patients as well as hospital unions etcetera. The external public, on the other hand, can include
the media, opinion-makers, and the local or county governments, etcetera(Theaker, 2016).Ihlen
and Fredriksson (2018) assert that the concept of public relations is one that did not get a lot of
focus in healthcare institutions for a while, but is currently gaining popularity as a result of the
numerous benefits that it brings. It should remain noted that public relations are not about
publicity and that publicity is just one of the tools that can get used in public relations programs.
Among many other uses, the prevalent use for public relations in the healthcare sector includes
that it is an inexpensive and useful tool for use in preventing crises in public attitudes(Filipe,
Renedo, & Marston, 2017).
This article is a report that analyzes how three projects that are to be conducted by a hospital
marketing director of a huge hospital are going to help the said hospital in improving its public
relations. The prospective hospital is one that is in an urban setting, and one that seeks to expand
its offerings in the metropolitan area while ensuring that there us a strong relationship with the
top physicians in the community. The projects that are getting researched by the hospital’s
marketing director include the establishment of a sexual dysfunction clinic,the determination of
whether or not patients get greetings and appropriate services by the billing and admitting
REPORT ANALYSIS
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departments, and the concerns that physicians have in agreeing to become part of its panel of
physicians who will treat its su...
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