Effective marketing strategies in health care are essential to the success of the organization. Marketing promotes the hospital’s services by endorsing its clinical expertise, its technology, its achievements, and its commitment to the community that it serves. The role of the Public Relations (PR) professional is an essential part of daily hospital operations to establish and maintain relationships within the community as well as deal with challenges and opportunities that face the organization. Public relations are more complex than dealing with the media during a crisis. It involves maintaining solid relationships within the facility and within the community. The following interview with the facility’s Director of Marketing and Public Relations official discusses the product and services that the hospital provides to the public. The interview reviews the role of the PR official, interactions with facility stakeholders and the residents of the community, the hospital’s PR plan, and the challenges that face this professional internally and externally.
Products and Services Provided to the Public
Regional Medical Center Bayonet Point (RMCBP) is a 300 bed, acute care hospital owned by Healthcare Corporation of America (HCA) (RMCBP, n.d., About Us). RMCBP is a nationally recognized Heart Institute and an Accredited Chest Pain Center (RMCBP, n.d., About Us). The facility is an Accredited Stroke Center with high quality programs in the Commission on Cancer approved Cancer Care, Orthopedic, and Neurosurgery services (RMCBP, n.d., About Us). RMCBP continues to grow as a heart institute and the Joint Commission recognizes it as “the first organization in the State of Florida and one of the fi...
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...the hospital. The biggest challenge that the PR professional faces is managing the public’s perception of the facility. The Public Relations professional at RMCBP has an important role within the facility and within the community.
Manning, J. (2004). Finding the High Ground: Effective Reputation Management for Health
Care Organizations. Public Relations Strategist, 10(2), 6-9. Retrieved from EBSCOhost.
RMCBP. (n.d.). About us. Retrieved from http://rmchealth.com/about/index.dot
RMCBP. (n.d.). Classes & events. Retrieved from http://rmchealth.com/calendar/index.dot
RMCBP. (n.d.). Community Involvement. Retrieved from
RMCBP. (n.d.). Quality and patient safety. Retrieved from http://rmchealth.com/about/quality/
RMCBP. (n.d.). Services A – Z. Retrieved from http://rmchealth.com/our-services/
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