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Hcs/490 Communications

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Healthcare Communication Methods
Adrianne M Engle
HCS 490
University of Phoenix
Michael Veal
2 June 2014

“All marketing communications activities must be integrated to deliver a consistent message and achieve the strategic positioning. Brand awareness is a function of the number of brand-related exposures and experiences that have been accumulated by the consumer” (Kotler, Shalowitz, & Stevens, 2008, Chapter 13, Designing and Managing Integrated Marketing Communications). Using multiple communication methods can be an interesting strategy for a health care organization. It will get their brand out there in a positive light if they are in control of it. There can be a negative light for their brand if they end up in the media for problems at their organization. The media and social media typically cannot be controlled. Social media is most certainly the hardest of all communication methods to control. Anyone can post anything about the organization. This encourages the employees to try their best to make any contact with the patients be a positive experience. This contact can be through traditional, electronic, and social media communications. There are distinct advantages and disadvantages of using traditional, electronic, and social media for health care communications. Each of the different methods can be useful in their own right but one has to be careful about the information disclosed. HIPPA has strict regulations about how information can be disclosed to the public as well as to the individuals. Traditional communication can be useful if the item is not time sensitive. Traditional letters can take up to a week to get to where they need to be. If a decision has to be made before the person receives the letter then the letter is essentially useless. If the deadline is longer than what it takes for the individual to receive...

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