Hospitals Mergers – Here’s How to Market Them

Hospital mergers can be awkward for the staffs involved, as well as for communities now purchasing health from a new and somewhat unfamiliar entity. Internal and external communications need finesse. Here’s an example of how hospitals in the Albany/Troy, NY area managed the process. Anna Webster in HealthLeaders Media:

In conclusion, marketing a merger comes in key steps:
  1. Measuring brand recognition
  2. Addressing potential alignment issues within the entities
  3. Allowing transparency between the organizations and patients – through town halls or newsletters
  4. Creating an action plan for a common culture and governance structure
  5. Creating a clinical integration group

Curious? http://www.healthleadersmedia.com/page-1/MAR-268539/Marketing-a-Merger-Assessing-the-Brand-Forming-a-Culture

 

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