From the Ground Up: The Role of Marketing and Public Relations in Designing a New Healthcare Facility
Lorry Crawford Hauser, Ann Canter Nickels
Society for Healthcare Strategy and Market Development
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Is your organization investing its capital, its reputation, and its physician relationships into the development of a new facility or facility re-design? If so, a lot will be riding on its success.
Recommended by the American Hospital Association (AHA), this book takes readers step-by-step through the process of developing a new facility - from shaping the services and the building itself, to conducting market research and ensuring that the facility delivers on the organization's brand promise, to shaping public opinion through marketing communications and opening events.
It discusses the advantage of having marketing and public relations professionals as part of the facility design team, which means increases in opportunities to deliver the best possible experience for patients. From the Ground Up: The Role of Marketing and Public Relations in Designing a New Healthcare Facility is the result of more than two years' work on the design, building, and opening of a 94,000-square-foot Outpatient Care Center by Martha Jefferson Hospital, Charlottesville, Virginia. Written by the hospital's director of marketing, Lorry Crawford Hauser, and director of public relations and strategic communications, Ann Canter Nickels, this book demonstrates how marketing and public relations professionals can influence the design process for the better every step of the way.
The Society for Healthcare Strategy and Market Development (SHSMD) is the nation's largest healthcare association dedicated to strategy, planning, marketing and communications professionals. The Society was formed as a result of the merger of the AHA American Society for Health Care Marketing and Public Relations (founded in 1964) and the AHA Society for Healthcare Planning and Marketing (founded in 1977). The Society is a Personal Membership Group of the American Hospital Association (AHA). Society members have many titles and backgrounds. They represent such disciplines as: business development, communications, development, government affairs, marketing, physician relations, public relations, public affairs, sales and strategic planning. They come from such settings as, hospitals, health systems and networks, advertising/public relations firms, ambulatory care, behavioral health, consulting, home healthcare providers and insurers/managed care, long-term care, pharmaceutical companies, physician groups and rehabilitation providers.
The American Hospital Association (AHA) is the national organization that represents and serves all types of hospitals, health care networks, and their patients and communities. Close to 5,000 hospitals, health care systems, networks, other providers of care and 37,000 individual members come together to form the AHA. Founded in 1898, the AHA provides education for health care leaders and is a source of information on health care issues and trends. The Health Forum was created in the fall of 1998 through the union of The Healthcare Forum and the American Hospital Association's publishing and data and information subsidiaries.
(information provided by the publisher)
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