MAR 3802 SPC TV Being the Most Powerful Advertising Medium Discussion
ANSWER
In both scenarios, the downsizing of nursing staff in healthcare organizations and its impact on public perception are discussed. Let’s analyze and compare the two responses.
Commonalities:
- Reference to the Textbook: Both responses cite Berkowitz’s “Essentials of Health Care Marketing” (2017) to support their points, emphasizing the importance of effective communication in healthcare organizations.
- Biblical Integration: Both responses include biblical references to emphasize the importance of positive communication and the impact of words on people. The first response quotes Psalm 20:4 and Genesis 12:2, while the second response references Ephesians 4:29.
Differences:
Response 1 – Nde:
- Components of Promotional Strategies: The first response outlines the four major components of promotional strategies: advertising, personal selling, publicity, and sales promotion. It highlights the need for clear and positive messaging, especially in the face of potential negative publicity.
- Use of Online Reviews: It suggests using online reviews as a tool to improve the hospital’s image by offering incentives for patients to leave positive reviews after their visit.
- Social Media: The response briefly mentions social media as a tool for healthcare providers to generate positive feedback and attract more patients.
Response 2 – Kassawale:
- Consideration of Interview Purpose: This response emphasizes the importance of understanding the interviewer’s purpose and narrative in an interview. It suggests that the healthcare administrator should have been more prepared for the interview and potentially used a written statement to avoid misinterpretation.
- Nursing Shortage and Training: It discusses the broader context of nursing shortages and the impact of the COVID-19 pandemic on healthcare. The response suggests that the healthcare administrator could have highlighted the organization’s efforts to ensure proper nursing training and internships.
- Reference to Scholarly Source: Response 2 cites Ahmad and Asmat (2021) to support the discussion of nursing shortages and the need for internship programs.
In summary, both responses address the importance of effective communication in healthcare organizations and cite the textbook and biblical references to reinforce their points. However, they differ in the specific strategies and considerations they suggest for dealing with negative publicity and downsizing of nursing staff. Response 1 focuses more on promotional strategies, online reviews, and briefly mentions social media, while Response 2 delves into the importance of interview preparation, nursing shortages, and the need for internship programs, citing a scholarly source to support these points.
QUESTION
Description
1. Nde
Promotion and advertising can make a huge difference on a business. Companies use promotional strategies to communicate their messages to the marketplace (Berkowitz, 2017). The four major components used are advertising, personal selling, publicity, and sales promotion (Berkowitz, 2017). There are many factors that contribute to effective communication and many of these factors can affect companies directly (Berkowitz, 2017). It is crucial a company’s message stays clear, accurate, and positive through translation because it is so easy to twist people’s words to create a more interesting story for television and media.
In the above scenario, this local hospital made an executive decision to downsize their nursing staff. Unfortunately, for the hospital the television station didn’t report a favorable impression to the public regarding this change. Based on this local television station’s report, the citizens of this town now have the impression if they attend this hospital they will be receiving a lower quality of care than other healthcare facilities that staff more nurses. Hospitals cutting staff to reduce costs is something patients and employees dread having to go through. This not only detrimental to the patients but also for the staff but it is requiring them to do more work and work longer hours.
In this case the local hospital now must deal with some negative publicity. The administrator was most likely trying to explain the truth of situation, but the public only heard the negative side of the story. The administrator should have consulted and prepared a statement with a public relations executive to prepare a planned response to help deal with the questions that could produce a negative response (Berkowitz, 2017). The local hospital should also focus on getting some positive feedback out in the public to help bury the negative news segment. Another way to help boost positivity is by online reviews. Most people read reviews online before choosing a healthcare facility, especially if they are not familiar with any of them. The local hospital could offer patients an incentive to leave a review after their visit during the checkout portion.
Social media is very broad and constantly changing and it is referred to as internet-based tools that allow us to communicate, share ideas, information, personal messages, images, and any other content (Ventola, 2014). Social media tools are there for health care providers and if used correctly it can help generate positive feedback and more patients. Social networking platforms can include media-sharing sites, blogs, wikis, and etc. (Ventola, 2014). These tools can be used to improve and enhance professional networking and education, organizational promotion, patient care, patient education, and public health programs (Ventola, 2014).
As said in Psalm 20:4, “May he grant you your heart’s desire and fulfill all your plans!” (English Standard Version). Also said in Genesis 12:2, “And I will make of you a great nation, and I will bless you and make your name great, so that you will be a blessing” (English Standard Version). We must work hard to make our healthcare system great and promote the great things we are working towards.
References:
Berkowitz, E. N. (2017). Essentials of Health Care Marketing. Jones and Bartlett Learning, Burlington, MA.
The Bible. English Standard Version.
Ventola, C.L. (2014). Social Media and Health Care Professionals: Benefits, Risks, and Best Practices. P&T Pharmacy and Therapeutics, A Peer-Reviewed Journal for Managed Care and Hospital Formulary Management, 39(7). Retrieved from https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4103576/.
2.Kassawale
A decision to downsize nursing staff in a health care organization can have huge impacts on not on a health care organization, but the entire community. There are many instances I can recall recently with similar news headlines. Since the onset of Covid-19, the theme of health care seems to do more with less. This is especially true for nurses. In this case, an interview was conducted that left an unfavorable impression of the impact on quality care provided in this specific organization. The textbook states, “essential to an effective marketing organization is the ongoing measurement and monitoring of outcomes” (Berkowitz, 2017). In this case, it would appear the outcome was not good.
When being involved in an interview, it is necessary to know what the purpose is behind the actual interview. The interviewer may try to lead you in a direction you do not want to go. It would be interesting to read the transcript from this particular interview and see what actually made it to the news. The following has been said, “interviews are particularly helpful in illuminating individual perspectives or experiences surrounding a specific topic or phenomenon, especially when little is known about the targeted question or when substantial depth of opinion is desired” (Jordan et al., 2021). In this case, the health care administrator should have taken the time to see what the interviewer’s narrative was going to be. The unfortunate part of this situation is that only 15 seconds were used from the 20-minute interview.
This is an interesting discussion to have in the current health care climate. It has been said that “nurses’ contribution to the health care system is remarkable and as health care professionals they are doing more than their capacity within the limited resources as well as lack of facilitation” (Ahmad & Asmat, 2021). In addition to a nursing shortage, there has been an increase in concern is the knowledge and skills of nursing graduates. I believe Covid-19 is a big reason for this. This is why the following statement is important, “institutions and health authority needs to implement proper internship program which may be helpful to overcome these problems at the individual or organizational level” (Ahmad & Asmat, 2021). The health care administrator could have highlighted thing their organization was doing to ensure nursing were properly trained and an internship is put in place.
The Bible tells us, “Let no corrupting talk come out of your mouths, but only such as is good for building up, as fits the occasion, that it may give grace to those who hear” (Ephesians 4:29, English Standard Version). Although this health care administrator had good intentions, it did not come across that way. Moving forward, more preparation should be done prior to conducting an interview. Another suggestion would be to write up a statement. With a written statement, words are less likely to be misconstrued. At the end of the day, there is some news that won’t be received well, regardless of how much preparation went into an interview.
References:
Ahmad, I & Asmat, S. (2021). nurses’ shortage and challenges during internship: An emerging issue. Journal of Postgraduate Medical Institute, 35(4), 197. https://doi.org/10.54079/jpmi.35.4.2829
Berkowitz, E. N. (2017). Essentials of health care marketing (Fourth Edition). Jones & Bartlett Learning.
Jordan, J., Clarke, S. O., & Coates, W. C. (2021). A practical guide for conducting qualitative research in medical education: Part 1—How to interview. AEM Education and Training, 5(3), e10646-n/a. https://doi.org/10.1002/aet2.10646Links to an external site
Each reply must incorporate at least 2 scholarly citations and the course textbook in APA
format and 1 instance of biblical integration. All sources cited should be published within
the last five years with the exception of the Bible. Acceptable sources include scholarly, peer-reviewed references and the Bible.
Berkowitz, E. (2022). Essentials of health care marketing (5th ed.). Jones & Bartlett Learning. ISBN: 9781284200157.
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