Chapter 38: Healthcare: Harmonizing the Healthcare Message
Healthcare communicators are issue managers, marketing partners, behavior shapers and crisis “firefighters.” Their work has led to many advances in anti-smoking campagins, warnings against sexually transmitted disease and the donation of human organs. Jobs in healthcare PR run the gamut from working in a hospital or government agency to working in a healthcare insurance company. A healthcare organization’s position in the marketplace is influenced significantly by how well it expresses its commitment to the patient relationship so it needs to focus on basic customer relationship activities. Harmonizing the healthcare message requires an organization’s willingness to act in a manner consistent with its messages, in an integrated way. The case of Humana’s Freesheelin’ bike sharing employee relations campaign shows what a company can do to promote good health, environmentalism and a sense of community.
Richard Cole Biography