DEVELOPING CORPORATE COMMUNICATIONS
Communication plays a vital role in any organisation. Communication helps in establishing a link between an organisation and its stakeholders. In this study, discussion will be made on ways adopted by J.K hospital for opening a new hospital. In order to open a new hospital, it is important to communicate different methods and strategies to the local authorities as well as advertising agencies so that they are able to choose effective promotional agencies for disseminating information regarding their new hospital.
The target audience for the new hospital is the individuals, who are in need of healthcare treatments. The authorities of JK hospital has decided to focus on those individuals who are facing problem in accessing to health care facilities due to high cost. JK hospital is intended to provide health ace facilities to low income groups. They will provide health care services at a comparatively lower cost in compare to other hospitals. It is often found that the low-income groups are unable to get access to health care facilities due to their low income and therefore the hospital has tried to segment their market based on income (Straub & Whalen, 2013). It has enabled the hospital to get their target audience. They are going to communicate information regarding their new hospital through billboards and television advertisements.
The health care organisation is making use of both verbal as well as non-verbal modes of communication. In order to understand verbal communication, JK hospital is conducting a face-to-face conversation with the local authorities as well as the local peoples so that they are able to provide information regarding their initiative centered with the launch of their new hospital. A clinical team will conduct this conversation with both internal as well as external stakeholders. Verbal communication will give an opportunity to the organisation to get a clear view of the scope of opening their new health care unit. Non-verbal communication will be conducted through social networking sites as well as through television advertisements.
Effective communication enables an organisation to complete their specific task within stipulated time (Airey et al. 2015). If an organisation is able to communicate its objectives to their employees then it will definitely going to achieve success. In order to establish a communication between management and its employees, an effective communication tool has to be chosen by the organisation. JK hospital has used intranet, internet and face-to-face conversations for promoting their new hospital.
Verbal communication will enable the organisation to directly address their target audience (Wahoush & Banfield, 2014). It will provide a case to the stakeholders to understand the message of the authorities of JK hospital in an effective way. The clinical team, who are going to address the stakeholders, will get a scope to see the reaction of the people regarding their new hospital and their get their feedbacks. It can help the organisation to get a clear understanding regarding the success of their new venture.
The main purpose of verbal communication is to communicate information without any kind of barrier and getting a scope for receiving direct feedbacks. It will help this organisation to directly interact with their target audience and get their viewpoints. Verbal communication will help in removing any sort of barrier.
Nonverbal communication can be adopted by the JK hospital for communicating information about their new hospital to a wide range of stakeholders. In order to promote their new hospital, the authorities of the hospital will choose social networking sites for getting a large number of audiences at a single platform. With the growth of internet, social media has become popular among people from all age groups. It is only platform that can be adopted by various business organisations for reaching to a wide range of audience. Apart from social networking sites, television advertisements and billboards will also be used by JK hospital for their promotional activities.
The name of the new hospital is JK hospital. This new hospital will be located in Sydney.
New hospitals demand fulfillment of certain values and principles. Health is one of the first priorities of an individual and so they expects quality in the health care services form a healthcare organisation. A healthcare organisation needs to adhere by certain rules and regulations for delivering quality service to their service users. It is the responsibility of the health care organisations to help the people to take care of their health (Aversa & MacCall, 2013). JK hospital has to face a number of challenges while launching their new venture. The new hospital will demand delivery of quality service to the people otherwise, it will bring a bad outcome for this organisation. They are required to devise strategies for their new hospital. In order to launch a new organisation, recruitment of staffs is held as important. The authorities might face problems regarding selection of their staffs. They are required to ensure whether they are able to recruit professionals. Staffs are regarded as the backbone of an organisation and so they are to be properly trained regarding handling of patients. The job of a healthcare professional is quite important because they are responsible for the life of a person and so they need to be trained properly (White et al. 2013). JK hospital is launching their new hospital in a new area and they will be facing a communication problem while dealing with the people of the new community. There will be required to effective medium for sharing information with the local people. The attitudes of local people can put impact over the hospital. The hospital management has to comply with the health care legislations of that new area. New hospitals might lose revenue due to lack of acceptability of the people. People required to time for building trust on a health care organisation (Crede & Borrego, 2014). JK hospital needs to plan strategies for strengthening their customer base. The organisation needs to identify the health priorities of the local people. This will help the organisation to gain customers. Organisations need to build relation with the local people for getting their trust. Management should make an assessment regarding health needs of their target group.
DEVELOPING CORPORATE COMMUNICATIONS
Planning distribution method
The organisations are facing challenges in terms of competitiveness. The healthcare sector is making strategic planning for attracting the patients. With the growing demand of healthcare services, hospitals are positioning themselves for gaining patients. JK hospital has segmented their market in terms of income. This segmentation has enabled them to fulfill their objective. Their primary objectives to make health care services available to individuals who are belong from low-income groups. In order to select target audience they are required to choose a promotional channel. The growing expectation of people for health care organisation had resulted in designing of services (Pereira et al. 2014). Hospital marketing is comprised of concepts like educating masses and communication. JK hospital is trying their best to connect to their target audiences by producing advertisements, billboards and brochures. Mostly JK hospital is trying to advertise their new health care unit through public relation. Public relation is an effective tool for reaching to the target group.
In order to stay in the market, JK hospital is required to market their hospital. It is quite important to communicate information regarding new hospital to the people so that they are able to get information regarding opening of a new hospital. Commercialisation has been able to leave a visible impression on the healthcare industry. Public are becoming more aware of the health care facilities (Schneider, 2015). There has been a competition in the health ace sector. With an identification of the growing competitiveness, JK hospital needs to devise effective marketing strategies for gaining prominence over the new market.
The hospital need to promote services of their hospitals to the target audience. This will enable the hospital to inform target audience about the goals of their organisation. Branding is one of the prime tools of promotion that can be adopted by JK hospital. They will make use of their logo and communicate the feature of their services. This can help the target audience to identify the special care offered by this new hospital. The emphasis of JK hospital is to perform PR activities so that they are able to influence their customers. It is found that customers are attracted to such organisations that are performing their duties towards the public (Witte, 2015). JK hospital is trying to market their hospital through word-of-mouth communication method.
Identification of people required for producing communication tool
In the initial stages of the launch of the JK hospital, support staffs and frontline nurses and involve physicians. JK hospital will focus on senior leadership. Senior leadership will help the employees to manage the new hospital in an effective manner (Pidgeon et al. 2014). The service manager as well as staffs is to be involved in the discussions that will be held regarding health care services. Discussions should be held regarding methods that can be used for catering to the need of the patients. In any healthcare organisation, services are to be delivered at the right time. Therefore, JK hospital needs to provide quality service to their patients to gain their confidence. The hospital must ensure that their staffs are efficient enough to serve the patients.
The new hospital will require a large amount of resources for achieving success. Human resource is one of the most important resources required by an organisation. Staffs are the one who will be responsible for providing proper services to the patients. Financial resources are equally important for opening this new health care unit (Ingvarson et al. 2014). In order to open a hospital, a huge investment has to be made for fulfilling the health care requirements. Nowadays hospitals are employing new and improved equipments for providing advanced care to their patients. JK hospital has to install advanced equipments for managing the health of the patients in a better way. The management is devising strategies for buy various healthcare equipments for maintaining health of the patients.
Outlining production process
In order to open a new hospital, a number of processes are involved. At first the senior authorities are required to make strategic planning for their new venture. The organisation needs to set a goal (Harding & Kershner, 2015). For example: the goal set by JK hospital is providing health care services to low income groups. The goals and objectives are seen as a stepping-stone towards a new development. The staffs are to be informed regarding the strategic planning. As JK is a new hospital so they management is required to first recruit experienced healthcare professional. A startup company requires paying special attention to the employees. This is because employees are the one upon which an organisation stands. Employees are to be properly informed about the policies and objectives set by the organisation. If an organisation aligns by its policies, then only it can achieve success. JK hospital makes sure that the goals are quite realistic and are meant to improve relationship between the hospital and their patients. They should also ensure that the policies are properly aligned to healthcare policies and legislations of the government. After implementing adequate policies, they are going to install proper equipment for their health care unit. Monitoring is an important process for ensuring whether the policies set by the organisation are properly used by the staffs as well as the patients or not (Scrivener et al. 2014). As JK, hospital is a new organisation, so it will try to set short-term goals. It will help them to identify loopholes. The plan that is made by an organisation should be focused and effective. Short -term goals will give the organisation a scope to closely monitor the effectiveness of their goals and policies. This will help them to revise those policies.
The above-mentioned study indicated the fact that in order to open an organisation, communication is very vital. The study gave an overview of the methods used by JK hospital for their new venture. A new organisation has to face a number of challenges in relation to adjustment with the new environment and threat from competitors. Healthcare organization is growing in prominence and therefore JK hospital is required to make strategic planning for placing themselves in this competitive market. The promotional activities will ensure success of their new health care unit.
- Airey, D., Tribe, J., Benckendorff, P., & Xiao, H. (2015). The managerial gaze: The long tail of tourism education and research. Journal of Travel Research, 54(2), 139-151.
- Aversa, E., & MacCall, S. (2013). Profiles in retention part 1: Design characteristics of a graduate synchronous online program. Journal of Education for Library and Information Science, 26(6),147-161.
- Crede, E., & Borrego, M. (2014). Understanding retention in US graduate programs by student nationality. Studies in Higher Education, 39(9), 1599-1616.
- Harding, S., & Kershner, S. (2015). Introduction. In Counter-Recruitment and the Campaign to Demilitarize Public Schools, 2(2),1-18.
- Ingvarson, L., Reid, K., Buckley, S., Kleinhenz, E., Masters, G. N., & Rowley, G. (2014). Best practice teacher education programs and Australia’s own programs, 45(3), 5-15.
- Pereira, C. L., Gonçalves, R. M., Peroglio, M., Pattappa, G., D’Este, M., Eglin, D., … & Grad, S. (2014). The effect of hyaluronan-based delivery of stromal cell-derived factor-1 on the recruitment of MSCs in degenerating intervertebral discs. Biomaterials, 35(28), 814-1153.
- Pidgeon, M., Archibald, J. A., & Hawkey, C. (2014). Relationships matter: Supporting aboriginal graduate students in British Columbia, Canada. The Canadian Journal of Higher Education, 44(1), 1-18.
- Schneider, K. R., Bickel, A., & Morrison-Shetlar, A. (2015). Planning and implementing a comprehensive student-centered research program for first-year STEM undergraduates. Journal of College Science Teaching, 44(3), 37-43.
- Scrivener, S., Weiss, M. J., Ratledge, A., Rudd, T., Sommo, C., & Fresques, H. (2015). Doubling graduation rates: Three-year effects of CUNY’s Accelerated Study in Associate Programs (ASAP) for developmental education students, 5(4), 56-66.
- Straub, J., & Whalen, D. (2013). Student expectations from participating in a small spacecraft development program. Aerospace, 1(1), 18-30.
- Wahoush, O., & Banfield, L. (2014). Information literacy during entry to practice: Information-seeking behaviors in student nurses and recent nurse graduates. Nurse Education Today, 34(2), 208-213.
- White, C., Louis, B., Persky, A., Howell, D. T., Griffin, L. M., Simmons-Yon, A., & Scolaro, K. L. (2013). Institutional strategies to achieve diversity and inclusion in pharmacy education. American journal of pharmaceutical education, 77(5), 97-112.
- Witte, S. (2015). Gulf State branch campuses: Global student recruitment. International Higher Education, 5(58), 3-16.