Increasing the Number of Patients Choosing DeKalb Regional Medical Center By Anna Keefe.

Increasing the Number Increasing the Number of Patients Choosing of Patients Choosing

DeKalb Regional Medical CenterDeKalb Regional Medical Center

By Anna KeefeBy Anna Keefe

Hospital Background Hospital Background

DeKalb Regional Medical Center is a DeKalb Regional Medical Center is a general medical and surgical center general medical and surgical center that is religiously operated.that is religiously operated.

Mr. J. Peter Selman, Chief Executive Mr. J. Peter Selman, Chief Executive Officer, is the administrator in Officer, is the administrator in charge.charge.

The parent system is Community The parent system is Community Health Systems, Inc.Health Systems, Inc.

134 licensed beds134 licensed beds

Key ServicesKey Services

General and medical careGeneral and medical care General intensive careGeneral intensive care Cardiology departmentCardiology department Open-heart surgeryOpen-heart surgery Pediatric medical and surgical carePediatric medical and surgical care Emergency departmentEmergency department Trauma centerTrauma center And moreAnd more

AccreditedAccredited

DeKalb Regional is accredited DeKalb Regional is accredited by Joint Commission on by Joint Commission on Accreditation of Health Care Accreditation of Health Care OrganizationsOrganizations

Mission StatementMission Statement

DeKalb Regional Medical DeKalb Regional Medical Center is committed to Center is committed to improving the health of the improving the health of the community. We serve by community. We serve by providing high quality health providing high quality health care in a compassionate and care in a compassionate and healing environment and in healing environment and in efficient manner appropriate to efficient manner appropriate to the individual needs of our the individual needs of our patients.patients.

History of the HospitalHistory of the Hospital

DeKalb Regional began as DeKalb DeKalb Regional began as DeKalb County General Hospital in 1950 and County General Hospital in 1950 and was built on the thirteen hundred was built on the thirteen hundred block of Forest Avenue North.block of Forest Avenue North.

The hospital later became Baptist The hospital later became Baptist Medical Center DeKalb and Medical Center DeKalb and remained at this location until the remained at this location until the new hospital was completed in 1986 new hospital was completed in 1986 on Highway 35 West.on Highway 35 West.

History cont.History cont.

On April 1, 2006, Community Health On April 1, 2006, Community Health Systems, Inc. completed the Systems, Inc. completed the acquisition of Baptist Medical Center acquisition of Baptist Medical Center from the Baptist Health System, from the Baptist Health System, Birmingham, AL.Birmingham, AL.

The company then gave the hospital The company then gave the hospital its current name.its current name.

DeKalb Regional is still the sole DeKalb Regional is still the sole provider of hospital services in the provider of hospital services in the community.community.

Problems and GoalsProblems and Goals

DeKalb Regional had only 4,299 DeKalb Regional had only 4,299 admissions between July 1, 2004 admissions between July 1, 2004 and July 1, 2005 in a county with a and July 1, 2005 in a county with a population of 66,407.population of 66,407.

The problem with the organization is The problem with the organization is a bad image, which causes many a bad image, which causes many people to choose other facilities for people to choose other facilities for their medical needs.their medical needs.

Problems and Goals cont.Problems and Goals cont.

However, the hospital has been However, the hospital has been making improvements and adding making improvements and adding new programs and facilities, such as new programs and facilities, such as expanding the sleep disorder expanding the sleep disorder program and purchasing a new X-ray program and purchasing a new X-ray system, among others.system, among others.

This provides an opportunity to This provides an opportunity to inform the public of these new inform the public of these new programs and services.programs and services.

The GoalThe Goal

The goal is to increase the The goal is to increase the number of people who choose number of people who choose DeKalb Regional for their DeKalb Regional for their medical needs by 15 percent by medical needs by 15 percent by January 2009.January 2009.

ObjectivesObjectives

By April 1, 2008, to persuade (70% By April 1, 2008, to persuade (70% of) the employees to comply with a of) the employees to comply with a new patient care program.new patient care program.

By December 1, 2008, to persuade By December 1, 2008, to persuade (100% of) the employees to comply (100% of) the employees to comply with a new patient care program.with a new patient care program.

By January 1, 2009, to increase By January 1, 2009, to increase awareness (by 20 percent) of the awareness (by 20 percent) of the new programs and services provided new programs and services provided by the hospital among all segments by the hospital among all segments of the community.of the community.

Objectives cont.Objectives cont.

By January 1, 2009, to change the By January 1, 2009, to change the opinion of more than 20% of all opinion of more than 20% of all community members, towards a community members, towards a positive view of the hospital.positive view of the hospital.

By January 1, 2009, to increase By January 1, 2009, to increase percentage of patients of DeKalb percentage of patients of DeKalb Regional who are pleased with its Regional who are pleased with its services by 20 percent.services by 20 percent.

AudienceAudience

Internal and externalInternal and external Internal- all hospital employees, Internal- all hospital employees,

administrators, managers, and board administrators, managers, and board of directorsof directors

External- all members of the External- all members of the community in DeKalb, primarily community in DeKalb, primarily adults ages 18 and upadults ages 18 and up

Children will be considered as well in Children will be considered as well in order to improve image for years to order to improve image for years to comecome

Investors and contributorsInvestors and contributors

Strategies and TacticsStrategies and Tactics

Theme- “Healthcare for All Seasons”Theme- “Healthcare for All Seasons” First action- Persuade employees to First action- Persuade employees to

comply with a new patient care comply with a new patient care program that involves new policies program that involves new policies concerning dealings with patients concerning dealings with patients and their families that will make the and their families that will make the hospital more inviting and user hospital more inviting and user friendly.friendly.

Meetings and seminarMeetings and seminar Patient surveys- to hold employees Patient surveys- to hold employees

accountableaccountable

Strategies and Tactics cont.Strategies and Tactics cont.

Second action- Change opinion of Second action- Change opinion of the hospital to a more positive one the hospital to a more positive one by informing public of improvements by informing public of improvements and new services.and new services.

Use uncontrolled media such as Use uncontrolled media such as press releases sent to local paper- press releases sent to local paper- The Times-Journal.The Times-Journal.

Use controlled media such as Use controlled media such as brochures, the hospital’s magazine- brochures, the hospital’s magazine- Health ConnectionHealth Connection, website, and , website, and radio ads.radio ads.

Strategies and Tactics cont.Strategies and Tactics cont.

Third- Events to raise awareness Third- Events to raise awareness and improve imageand improve image

New Year’s gathering- “New Year, New Year’s gathering- “New Year, New You”-highlight various aspects New You”-highlight various aspects of health/promote new programsof health/promote new programs

Valentine’s Day-Heart Health Valentine’s Day-Heart Health Banquet-having and keeping a Banquet-having and keeping a healthy heart/promote hospital’s healthy heart/promote hospital’s cardiac servicescardiac services

Strategies and Tactics cont.Strategies and Tactics cont.

““DeKalb Baby Shower” on Mother’s DeKalb Baby Shower” on Mother’s Day weekend for all expectant Day weekend for all expectant mothers and their families in the mothers and their families in the county-promote new Accutech infant county-promote new Accutech infant security system and new Healthy security system and new Healthy Woman programWoman program

In the fall, county fair booth-general In the fall, county fair booth-general promotion using brochures and promotion using brochures and freebies with hospital namefreebies with hospital name

Strategies and Tactics cont.Strategies and Tactics cont.

Fourth and final action- Fourth and final action- acquiring feedbackacquiring feedback

Surveys and soliciting Surveys and soliciting comments and suggestions by comments and suggestions by way of website, magazine, and way of website, magazine, and brochuresbrochures

2008

December/January

-Prepare for New Year’s party and begin planning and informing hospital staff of new campaign/program

-New Year’s party-“New Year/New You”-Begin work on new magazine and website designs-Staff seminar

February -Valentine’s Day-Heart Health Banquet-Meetings with hospital staff -New patient care program begins-Preparation, writing, editing for Health Connection magazine

March Spring issue of Health Connection distributed

April -Prepare for “DeKalb Baby Shower”-Meet with staff about signing contract with new program

May -“DeKalb Baby Shower”-Preparation, writing, editing for Health Connection magazine

June Summer issue of Health Connection distributed

July Meeting to recognize nurses/doctors/staff who have excelled in new program

August -Plan for and prepare fair booth-Preparation, writing, editing for Health Connection magazine

September -VFW DeKalb County Agricultural Fair booth- Fall edition of Health Connection distributed

October Meeting to encourage more employees to adopt new program and discuss progress made

November Preparation, writing, editing for Health Connection magazine

December -Recognize staff who have excelled in program during same meeting

-Winter edition of Health Connection distributed

CalendarCalendar

BudgetBudgetItem Cost

New Year’s Party $1,400

Valentine’s Banquet $1,000

DeKalb Baby Shower $2,000

Fair Booth $100

Health Connection $1,000

Brochures $700

Radio Ads $600

+ 10 percent for contingencies

$680

Total $7,480

The campaign will be funded by the hospital with help from local contributors.

EvaluationEvaluation

Pre-testing and Post-testing of Pre-testing and Post-testing of both internal and external both internal and external audiences by using surveysaudiences by using surveys

Behavior objectives, actions of Behavior objectives, actions of staff, will be evaluated using staff, will be evaluated using surveys of both staff and surveys of both staff and patients as well as direct patients as well as direct observation.observation.

Evaluation cont.Evaluation cont.

Records will be kept in order to help Records will be kept in order to help evaluate the effectiveness of the evaluate the effectiveness of the program as a whole.program as a whole.

Records will include attendance Records will include attendance numbers for events, number of numbers for events, number of admissions to the hospital, number admissions to the hospital, number of magazines and brochures of magazines and brochures distributed, and number of news distributed, and number of news releases sent out.releases sent out.

The End.The End.Thank You.Thank You.