10 Steps to a Bet­ter Hos­pi­tal Open­ing or Re­brand

Modern Healthcare - - PERSPECTIVES -

Open­ing a new hos­pi­tal or health­care fa­cil­ity is a sig­nif­i­cant and some­times daunt­ing chal­lenge. Mod­ern health­care fa­cil­i­ties can cost hun­dreds of mil­lions of dol­lars, and as we hear time and time again from our clients, “You only get one chance to get it right.”

Get­ting “it” right cov­ers a lot—fundrais­ing cam­paigns, com­mu­ni­ca­tion strate­gies, me­dia out­reach, com­mu­nity buy-in, re­brand­ing cam­paigns, donor re­la­tions, and any new build­ing events, in­clud­ing ground­break­ings and for­mal donor galas.

“Crit­i­cal to suc­cess is un­der­stand­ing the op­ti­mal time to rec­og­nize and ad­dress each au­di­ence with the right mes­sage.”

Ul­ti­mately, each new health­care fa­cil­ity open­ing re­quires that tai­lored mes­sages are de­liv­ered to key au­di­ences and stake­hold­ers, in­clud­ing donors, com­mit­tee mem­bers, com­mu­nity part­ners, gov­ern­ment of­fi­cials, em­ploy­ees, builders, vol­un­teers, me­dia, pa­tients and fam­i­lies, and com­mu­nity mem­bers. Crit­i­cal to suc­cess is un­der­stand­ing the op­ti­mal time to rec­og­nize and ad­dress each au­di­ence with the right mes­sage. For ex­am­ple, builders and con­struc­tion work­ers should be hon­ored im­me­di­ately fol­low­ing their con­tract, as they have of­ten moved onto the next project by the time the build­ing ac­tu­ally opens.

With more than 15 years of ex­ten­sive ex­pe­ri­ence part­ner­ing with hos­pi­tals and health­care sys­tems, agen­cyEA com­piled key lessons and ex­per­tise into “10 Steps to a Bet­ter Hos­pi­tal Open­ing or Re­brand.” In ad­di­tion to ex­plor­ing the best ways to reach, en­gage and lever­age tar­get au­di­ences, this white pa­per iden­ti­fies key strate­gic considerations to take into ac­count through­out the process of open­ing or re­brand­ing a new hos­pi­tal or health­care fa­cil­ity.

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