Chapter 8.
September 22, 2010
1. What kind of communications program would you launch to accomplish Rapcorn’s objectives?
I would launch a program that would put the hospital in a positive view by showing everything that the hospital does and compare it to other hospitals in the area like how the equipment, staff, and building is just as good as the top rated hospitals. I could do this by making surveys, interviews, and talking to the staff.
2. What would be the cornerstone-the theme-of your communications program?
The cornerstone would be the comparisons between Alan Louis General and the other big name hospitals. Highlighting the pros and mentioning the actions being taken to improve the cons. The program ultimately needs to get people to choose this hospital over another, so pointing out reasons for them to do that is the main goal.
3. What would be the specific elements of your program?
The biggest push would be to improve the hospital in areas where it lacks. Also, since it’s a smaller hospital, we could play with the “family style” aspect. Kind of like a small college versus a university. Personal attention and doctor examinations, not just nurses. We would use testimonies of current and past patients to reinforce that point. That could start buzz, or word of mouth, within the community.
4. In launching the program, what specific steps would you follow-both inside and outside the hospital-to build support?
Inside the hospital I would reinforce the staff. We already know that patients have been especially impressed with the staff. I would also let them in on what the board knows about where we stand in comparison with other hospitals in the area. Just to keep those things in the back of their minds. Outside I would get something in the newspaper, maybe an article or an advertisement, I’d research both radio and television advertising to reach more people in the area. Another area to work in is online advertisements. Some big name sites have cheap advertisement slots and can make them just for local viewers like google or bing for example.
5. How could you use the internet to conduct more research about area hospitals and residents’ perceptions of the care at these hospitals? How could you use the internet to research the effectiveness of the communications program you implement?
I would research other hospitals that are similar to us, but in different areas. You can learn a lot from similar places in different geographical locations. I would also do surveys and questionnaires to help gather information about the hospitals image, care, etc. You could do this via email lists of previous patients.
Chris Fader Public Relations 
This sounds great, Chris, although I am a bit confused about what you meant when you said you would “reinforce the staff.” How would one specifically do this?
Dr. Schultz
I really like your answer to question three. I think the personalization of care from a smaller hospital would truly draw more patients to Alan Louis. That being said, I am torn with your answer to question two. It was said that after the research we done that Laredo General was still the number one ranking hospital in the area. Would it really be wise to try to compare yourself to a hospital that has a higher popularity rating. I think by focusing on your own hospital’s strengths rather than pointing out potential weaknesses by comparing the two, you have a better chance of drawing patients in. You do say that you want to point out the pro’s of the hospital, but in the end it think leaving other hospitals out of the mix as well as the cons would be for the best.