Alyssa Chard

Comms 336 Final Exam

Dr. Wilson
TIMED EXAM: 3 HOURS 15 MINUTES
Reputations and rankings of hospitals:
Every year, the US News and World Report publishes a list of the best hospitals in the United
States. This is done so that people who will undergo surgery that require technical expertise or
skill and have an increased risk of death or other complications because of age or other factors
can choose the best hospital with the best resources catered to them.
These rankings are based on the death rates for various kinds of surgeries as well as
recommendations from leading physicians around the country of which hospitals in their opinion
offer the best care and performance in different areas of surgery. The rankings identify sixteen
different specialties of surgery.
The top 25 percent of performing hospitals are given special honors and are recognized
nationally. If a hospital receives at least 5 percent of physician review recommendations, they
are ranked among Americas best hospitals as well.
Hospitals can also be ranked on the Honor Roll which is a prestigious honor awarded to hospitals
that are able to unusually competent in at least six specialties. Depending on the specialty, there
can be about 100 to 300 hospitals ranked. (Some specialties only have about 30 hospitals ranked
as best practice hospitals.) http://health.usnews.com/health-news/besthospitals/articles/2013/07/16/how-we-ranked-the-best-hospitals-2013-14-an-faq
The leading causes of death for ages 65 and older
The leading cause of death in old people is heart disease making up 32 percent of deaths in
senior citizens. Second to this is cancer taking the lives of 22 percent of seniors with strokes
taking third as cause of death for 8 percent of American senior citizens. Other leading causes of
death include chronic lower respiratory diseases, influenza and pneumonia, Alzheimers disease
followed by Diabetes. http://seniorjournal.com/NEWS/SeniorStats/6-08-07-ChronicDiseases.htm
There are many rare diseases that cause the deaths of many senior citizens as well. It is often
difficult to get to specialists who can diagnose these types of diseases because there are
thousands of them. There are 5,000 to 6,000 rare diseases according to US National Institute of
Health. A rare disease is a disease that has fewer than 20,000 people diagnosed with the disease.
http://chealth.canoe.ca/channel_health_features_details.asp?
health_feature_id=669&article_id=1659&channel_id=10&relation_id=1449
Going to doctors in order to find the correct diagnosis for a specific disease can be costly and the
travel time to get to the destination may be too costly for many patients and their families to
afford the price to get the proper treatment necessary.

Facts on United States hospitals:

There are 4,073 community hospitals in the United States. These hospitals are academic medical
centers or other teaching hospitals and also include special hospitals with specialty care. The
expense to run community hospitals is $702,091,034,815 annually.
http://www.aha.org/research/rc/stat-studies/fast-facts.shtml
Research shows that federal and state research fuding that is received by medical schools and
teaching hospitals supports about 300,000 full-time, high-skilled jobs. That means about 1 in
500 jobs are supported by funding from U.S. government to make this possible.
Studies show that by 2050 there will be 11 million to 16 million people over the age of 65 that
have Alzheimers disease. The cost to care for these people between 2010 and 2050 will be more
than $20 trillion. This does not include other disease treamtnets that will be expended for other
illnesses of old people. https://www.aamc.org/download/265994/data/tripp-umbach-research.pdf
Awareness:
Research shows that most people in a community are unaware of all of the specialty services a
hospital provides until they are in need of medical service. For example, it is unlikely someone
will be focused on the specific hospitals that specialize in heart care unless they or a loved one
has a heart condition.
Social responsibility of hospitals:
Bridgeport hospital in Connecticut serves one of the largest and poorest areas on the east coast.
To
ensure quality care for all people, regardless of income level, the hospital provides a number of
programs to help these people who are uninsured have good medical care. They also invest in
corporate responsibility programs that would directly impact key publics in their communities
including March of Dimes, The Red Cross, The Arthritis Association, AARP (senior safety
driving course) among others.
http://www.bridgeporthospitalcareers.org/social-responsibility/

Strengths

Weaknesses

The hospital is internationally

acclaimed for its work in research
and specialty treatments of rare
diseases.
The hospital has a community
influence as 20 percent of staff
live in the community.
Board of directors includes key
elected officials of Brindle who
have a lot of influence on public
perception and opinion.
World-renowned doctors work at
SHC, which aids in the high
rankings on the hospital as well
as better assurance of customer
safety and care when treatment is
needed.
There are opinion leaders
(business executives) also on the
hospital board.
Hospital has a positive
international reputation.

Opportunities

Increase reputation of routine

treatments and put a greater focus
on the well being of community
members in hospital care.
Give community members a
voice on board of directors, make
them feel welcomed, needed and
included in hospital functions.
Make public aware of the real
problem (increase in gang) and
make an effort to combat that
problem as a community
initiative.
Work with the community rather
than separate from them.

Profile of potential publics:

There is a social disconnect between

the highly acclaimed board of
directors and reputation and the
community where the hospital is
located.
Many people in the community do
not reap benefits of the hospital as
some of greatest accomplishments
are in the field of rare diseases, not
everyday sickness symptoms.
Research dictates the focus rather
than on routine treatments,
excluding many opportunities to
connect with community.
Board of directors pulls in people of
influence that cater to the wealthy
and well-educated, the community
(lower middle-class and elderly) is
not at all represented in board of
directors of hospital and in plans for
moving forward as a hospital.

Threats

Increase in the separation between

the community and the hospital.
Resentment of community members
of the operations and functions of
SHC in the future.
No support from the community for
things in the future such as
expansion of facilities.

Senior citizens in Brindle: This is an important public because they make up a large
percent of residents living in the community. They care about their well being and safety
and they value good healthcare. They are more often in need of medical attention than
those who are younger. They are influenced by their social groups (quilting groups for
women, canasta and other card game groups and other organized activities for senior
citizens.)

High school administration: The reason for an increase of crime in the city of Brindle is
related to the increase in high school gang crime in the community. By targeting high
school administration, we can partner with them to fight against community violence by
fighting gang violence. Their self-interests are the safety of their students as well as the
academic resources they are able to offer students. They are influenced by opinion
leaders such as other school administrators as well as students and parents of students
who attend their school.

Staff that live in the community: Their self-interests are the stability of their job as well
as the ability to progress and be promoted in their job. They care about the reputation of
the hospital and are motivated by friends, family, doctors and hospital administration.

Media outlets: Their self-interests rest in their ability to report news worthy events in a
time-worthy fashion. They are influenced by events that occur as well as people and
events and activities and initatives that will further the community or things of which are
important for community members to be aware.

Senior social groups: Self-interests are in the safety and health of themselves in their old
age and security that there will be someone there to help them throughout the remainder
of their life. They want to live in comfort and often are concerned about the state of the
world around them and want to leave a good world for their posterity. They are
influenced by family, friends and healthcare workers that are related to their physical well
being.

Senior health care center administration: Self-interests include their ability to perform
their job well as well as the health of their patients. They are motivated by other doctors,
other health administrators and by their patients and the family of their patients.

Elected officials in Brindle: Self-interests include the progression and development of

community as well as the economic pursuits and self-interests of community. They are
motivated by voters, by other opinion leaders including business executives, lawmakers,
and other heads of organizations.

Situation Analysis:
Southwest Hospital Center is a renowned hospital in the country that is especially known
for its commitment to identifying and diagnosing rare diseases. Rare diseases is defined as a
disease that has fewer than 20,000 patients. On its board of directors are many influential

individuals that contributes to the positive international reputation of the hospital. There are
many elderly citizens in Brindle who are living in the community on a fixed income. Research
shows that many of these individuals will suffer from chronic conditions such as Alzheimers
disease, heart conditions and Diabetes among other illnesses. Many of these people will be
patients at SHC at some point. An increase in crime has been attributed to the hospital in the
community with complaints that drug addicts and other trouble makers abuse the services of the
hospital for free treatment. However, this is not the case and according to police reports, the
increase in crime is actually because of an increase in high school gangs in Brindle.
Many citizens in Brindle do not identify with SHC because attention is centered on
research on rare diseases and other medical research rather than on regular patient treatments in
hospital. As a result, many of the citizens of Brindle are unable to see the positive impact of
hospital on them. Instead they see the hospital as a nuisance and as an organization they do not
identify with. The fact that the entire board of directors is made up of prestigious doctors and
business executives in a community where the majority of residents are lower middle-class
citizens with many in the population being elderly is something that separates the hospital from
the community. However, SHC is recognized as one of the leading research hospitals in the
country with exceptional care, with some of the leading physicians working at the hospital. The
board is made up of many opinion leaders who will be able to influence the reputation of the
hospital in the community in a positive way. By incorporating the community into hospital
initiatives and working with the community as a force to help advance the quality of life for the
people living there, SHC will be able to be a strong force for good in the community while
strengthening its reputation as a highly qualified organization committed to bettering the lives of
people both in the community and on an international level as well.
Core Problem/Opportunity:
Because key publics are not represented in the mission and aspirations of Southwest Hospital
Center, many in the Brindle community feel resentful towards the hospital threatening the
relationship between the hospital and the community in which it functions.
Goal:
Invest in the community by increasing the number of key publics represented in SHC initiatives,
strengthening the relationship between the hospital and Brindle.
Objectives:
1. Increase the corporate responsibility of SHC by investing in community organizations to
promote safety and wellness in Brindle by June 2014.
2. Encourage regular media coverage of the social responsibility efforts of SHC as well as
the advances in medial care by September 2014.
3. Encourage city officials to invest in needed infrastructure improvements in the
community by December 2014.
Key Publics:

Media Outlets:
Primary and Secondary Messages:
Primary Message:
1. SHC wants to support the community by investing in local charities. Local media can
help report on the impact SHC is having on these local charities.
Secondary Messages:
a. SHC is aware that members of the community think increase of crime is because of
drug-user and other patients who are being treated at SHC. Increase of crime is
actually caused because of the increase in high school gangs in the community. SHC
is making efforts to support organizations in the community that are meant to help
decrease gang violence in the area. By reporting on the efforts SHC is making to
lower crime rates, the community will be able to focus on the real problems that are
causing an increase in crime (gang violence).
Primary Message:
1. SHC is a leading hospital that is internationally acclaimed, saving the lives of many each
year. By reporting on the new developments in treatments discovered and miracle stories
of peoples lives saved, the community of Brindle will be able to connect with the
hospital to see how it is helping save lives to many.
Secondary Messages:
a. Through regular media coverage, community members will know how they also can seek
medical attention from state-of-the-art care at SHC.
b. Good hospital care is for everyone, not only the wealthy.
Primary Message:
1.
SHC will appoint opinion leader in the Brindle community with the responsibility to
identify necessary charity organizations with a need where SHC can help the community. We
need media to report on this so that members of community are aware of community help
given by SHC to benefit everyone.
Strategies:
1. Motivate local media outlets (local newspaper and news channels) to report on the social
responsibility advancements of SHC by pitching local reporters through press releases
and personal phone calls.
Tactics:
1. SHC will appoint opinion leader in the Brindle community with the responsibility to
identify necessary charity organizations with a need where SHC can help the community.
2. SHC will pitch media through press release and personal phone call of this advancement.
3. SHC will invite media personalle to board announcement of what charities SHC will be
supporting for the year.
4. SHC will invite media reporters to events throughout the year where SHC will be
represented helping various charities.

5. SHC will pitch media about the current police reports of increasing gang violence in the
community with specific ways hospital is working to support schools against gang
violence.
6. SHC will pitch media at the end of the year to report results of how charitable efforts
have benefitted community.
7. SHC will have new Brindle community board member contact information available for
constant communication for press about charitable efforts of SHC.
Senior social groups:
Primary Message:
1. SHC is committed to the well being of the community and is invested in things that are
important to you. We want to show our support, admiration and gratitude for all that you
have given the community of Brindle for so many years.
Secondary Messages:
1. SHC is appointing a key opinion leader of Brindle to help in identifying and promoting
the charitable giving to charitable organizations in the community. Some of these
organizations are organizations that will help improve the quality of your life such as
more research in Alzheimers, Diabetes and other diseases.
2. The quality hospital care available at SHC is available to everyone, especially you, folks
in the community that have given a lot over the years to making Brindle a better place.
We are working to improve our medical practices so that when you need medical care, we
will be able to provide it to you.
3. We want to show that we appreciate you in our community. We will sponsor some of the
group activities at retirement homes such as canasta and bingo bi-annually to show our
appreciation for you.
Strategies:
1. Inform key public of the social responsibility initiatives of SHC through the sponsorship
of activities seniors participate in such as senior group activities.
Tactics:
2. Appoint a key opinion leader of Brindle to identify and promote charitable giving that
will benefit this public such as Alzheimer research, Diabetes research.
3. Make information about services and specialities SHC provides by flyers posted in
retirement homes
4. Post press releases on retirement home website that identifies the charities that SHC is
supporting.
5. Post the organizations that SHC is supporting on the hospital website so family and
friends of senior citizens being treated will also see what organizations they are
influencing.
6. Show that part of corporate social responsibility is by supporting senior citizens, sponsor
canasta club and bingo club twice a year at local retirement homes, also mention during
club meeting the other charities being supported.
Elected officials in Brindle:
Primary Message:

1. SHC is appointing an opinion leader from the Brindle community to serve on the board
of directors of the hospital. His or her specific responsibility is to identify charities in
need of support that will help in the safety (reduce crime) as well as the quality of life
(medical research) of the community.
Secondary Messages:
1.
We need your support in our efforts to support the promotion of specific charity we have
decided to support.
2.
SHC is saving many lives every year, especially because we are identifying and
diagnosing diseases that usually are not. It will continue to expand, which will allow more
lives to be saved.
3.
We want citizens of the community to know that the medical research of SHC is to
benefit their lives as well. Please help them realize these services are for their benefit and
the organizations we are investing in will help improve the quality of their lives.
4.
We are invested in the community and want to help Brindle in their aspirations as well.
Let us help you in your economic pursuits of the community as well as medical
advancements.
Strategies:
1. Collaborate with government officials to determine an opinion leader from the Brindle
community who would be a good candidate on the board of directors of the hospital
through personal communication.
Tactics:
1. Have personal meetings with board members as well as other government leaders in
community to identify potential candidates to fill position on board.
2. Encourage government officials to publicly support the furthering of initiatives for
hospital and community through personal meetings with board of directors.
3. Send press releases to government office outlining the organizations we are supporting.
4. Personal phone call to government officials encouraging them to post these charitable
organizations on the official website of Brindle.
5. Report to local government officials of the impact of SHCs charitable contributions in
charities contributing to.
6. Welcome open feedback in board meetings, invite local government leaders to board
meeting to help collaborate on initiatives to be involved in to promote the safety and
improve quality of life of Brindle citizens.