Insights - Winter 2010 - (Page 43)

Clinical and Marketing Teams Shadow Each Other By Teresa Wheatley, RN, CHPN, with Colleen Steinmetz patients and families is the predominant goal of such a strategy, some staff members can be uncomfortable with a shift toward the more visible promotion of their organization. For them, outward campaigning for patients may appear to detract from a hospice organization’s core values or mission. In line with adopting strategic marketing initiatives, it was important to make every effort to share the plans with staff at all levels of the organization. It was particularly critical to work toward strengthening the relationships between members of the clinical and marketing teams. The more that individuals within these two groups understood the demands and expectations placed on each, the greater the prospect that they would form a cohesive working partnership. I n the spring of 2009, Hospice of Lancaster County decided to develop a marketing department and I was asked to participate in its development. “Marketing hospice” was a new concept to me. Sure, as a registered nurse I educate the community about end-of-life issues and the benefits of hospice and palliative care, but marketing? My first thought was, “How do you sell what we do?” This appeared to be the beginning of a large culture change within our organization. My role on this team was to help educate our non-clinical staff about end-of-life care. For many hospice organizations—especially those with a firmly established culture and a strong legacy—moving toward a more aggressive marketing approach can be difficult. While providing the highest level of comfort and care for continued on next page... Insights 43 

Table of Contents for the Digital Edition of Insights - Winter 2010

Cover 1
Table of Contents
Thank You
A Philosophical Look at the IDT
Resistance to Change: Perception or Reality?
The Hospice Physician: More Involved—and More Engaged
The Role of Volunteers in Management
Complementary Therapy Innovators
Spending a Day in Their Team Member’s Shoes
Bereavement Professionals Shadow 6 Colleagues
Pharmacists and Nurses Connect
A Social Worker Sits in for an Office Manager
Clinical and Marketing Teams Shadow Each Other
Helpful Reminders for Executive Leadership
Keeping the IDT Spirit Alive
The Art of NCHPP
Using My NHPCO
Essential Guide to Hospice Management (display ad)
NHPCO Educational Offerings
Cover 2

Insights - Winter 2010

https://www.nxtbook.com/nxtbooks/nhpco/insights_2010winter
https://www.nxtbook.com/nxtbooks/nhpco/insights_2010summer
https://www.nxtbookmedia.com