Tag: healthcare

INTRODUCTION

If you’re implementing or planning on implementing a reputation management campaign, you know it can help your hospital avoid a loss of brand value, a regulatory investigation and/or a loss of patients. Citing these facts is how you get CEO buy-in for your campaign.

Like any PR, branding or marketing campaign, the reputation management campaign needs to have key performance indicators. No matter the type of facility–including academic medical centers, clinics, VAs and community hospitals–here’s how to measure the efforts of your hospital’s reputation management campaign. Continue reading “How to Measure the Efforts of a Reputation Management Campaign” →

INTRODUCTION

Reputation management is the process of shaping perception, both internal and external, of an organization. How important is it? A Deloitte study showed that reputation damage was the No. 1 risk concern for business executives around the world.

In the spectrum of public relations, reputation management takes place before crisis communications because it provides crisis resilience. In other words, when your organization has a sterling reputation, it is often given the benefit of doubt in times of trouble.

Many other benefits, including delivering a competitive advantage, come with a well-executed campaign. However, before you implement a reputation management plan at your hospital, you need to make sure senior leadership is aboard. Here’s how to acquire buy-in from the CEO to launch your reputation management campaign. Continue reading “How to Get CEO Buy-in to Launch a Reputation Management Campaign” →

INTRODUCTION

Mergers and acquisitions (M&A) among health systems and IDNs seem to be a regular occurrence. In 2017, we saw CVS-Aetna, Advocate-Aurora and UnitedHealth Group-Davita highlight a long list of M&As.

While your CEO may initially want to focus on what to say to the public, his/her first priority should be to internal audiences. Reasons include reducing anxiety about potential layoffs, removing uncertainty about the transition and improving morale. A Northwestern University study said “high-quality communication has a positive relationship with employee outcomes, such as satisfaction, commitment and decision to stay in the organization.”

Here’s how the communications department should work with the CEO of the health system being acquired. Continue reading “How to Communicate to Staff During an Acquisition” →