Public Relation is an evolving concept that is gaining a lot of importance in the hospital setup today.
That is so because of its vital role in communicating within the various departments of the hospital and to the outside world. Specifically speaking, with an increased focus on value-based care, the hospital and patient relationship assume paramount significance here for achieving patient satisfaction and building long-term reliable healthcare engagements.
The various entities in the healthcare chain including the society, patients, employees, caretakers, visitors, media, suppliers and medical personnel give their opinion and feedback on the care services. This influences the brand, reputation and competitiveness of the hospital for continued business sustenance. Therefore, there is a need for good public relations through communication mechanisms for begetting appreciation and goodwill from these valuable stakeholders.
Yet, there are a number of challenges faced by Healthcare Operations Management which call for the need of developing better public relations in hospitals by seeking the professional expertise of Healthcare Consulting Firms. Some of them are -
That is so because of its vital role in communicating within the various departments of the hospital and to the outside world. Specifically speaking, with an increased focus on value-based care, the hospital and patient relationship assume paramount significance here for achieving patient satisfaction and building long-term reliable healthcare engagements.
Yet, there are a number of challenges faced by Healthcare Operations Management which call for the need of developing better public relations in hospitals by seeking the professional expertise of Healthcare Consulting Firms. Some of them are -
- Contending with increased healthcare expenses and meeting the sophisticated demands of patients to avoid public criticism
- Overcoming several hurdles for delivering quality care at affordable rates
- Efficiently handling the professional management of the hospital
- Monitoring and balancing the increased involvement of government agencies and consumer protection forums with respect to patient care and hospital internal management issues
Role of Public Relations at Hospitals
- Assist the top management in clearly articulating the hospital’s policies, vision and mission to the outside world.
- Help the various departments within to showcase a consistent image of the hospital for good publicity.
- Suggest and improvise adoption of latest marketing techniques for maintaining the competitive edge.
- Formulating and guiding the hospital staff training and retention activities to ensure that they are kept abreast with the latest medical technologies and reduce turnover.
- Inculcate the correct communication mechanisms to the hospital management so as to reinstate the importance of courtesy, kindness, empathy and friendly approaches in patient care to provide a comfortable healing environment.
- Enable the hospitals to be proactive in epidemic management by clearly communicating preventive methods to the patients and their families, installing the necessary medical equipment for screening and taking precautions to effectively treat the affected patients without ignorance.
- Advise the hospitals to maintain and upgrade their infrastructure to be compatible with the latest industry standards.
- Recommend the new relevant healthcare technology updates and processes to the hospital so that the patients are benefitted with the best treatment approaches.
- Supervise the hospital in maintaining proper hygiene standards and waste disposal management so as to maintain a clean environment and prevent infections and diseases.
- Deploy the appropriate communication methods in all possible ways to aid the hospital in
- Conveying its message to the public
- Dealing with the media
- Ensuring smooth intramural functioning and internal operations.
This is done by
- Providing relevant information to patients, families and visitors for inquiries, registration, health status at discharge, follow-ups
- Facilitating an open house approach to address visitor queries without disturbing the routine care functions.
- Using easily comprehensive signage boards and floor plans at strategic points and providing information brochures and visitor guides for familiarizing the hospital environment.
- Improvising proper methods to record and track complaints, suggestions and compliments through emails, collection boxes and registers.
- Improving public interactions through health fairs, awareness programs, healthcare campaigns, voluntary services and donation camps.
- Advising the administrative staff on overcoming shortcomings in hospital functions.
- Advertising through social media, billboards, newsletters and articles for better branding.
- Conducting patient satisfaction surveys and general opinion polls to improve care quality.
Thus Hospital Public Relations helps in identifying ways for enhancing the care ways which translates into satisfied and happier patients.
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