Huntsville Hospital Case Study

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Huntsville Hospital (HH), located in Northeast Alabama, part of the Huntsville Hospital Health System, originating in downtown Huntsville, Alabama in the late 1800’s. As the not-for-profit, public hospital system developed, HH became the second largest employer in Madison County, Alabama with an estimated 7000 employees, 2000 nurses and 1000 physicians. In 2010, the passage of the Patient Protection and Affordable Care Act (PPACA) initiated reforms between healthcare and healthcare providers. For example, Huntsville Hospital Health System developed as smaller healthcare providers sought refuge under Huntsville Hospital’s larger umbrella. Nine separate campuses, among the North Alabama area, constitute the Huntsville Hospital Health System …show more content…

Branding the health care facility as high technology with compassionate staff will benefit the health system in establishing relationships with the consumers and eventually loyalty (McPherson 2008). Huntsville Hospital Health System strategically branded the providers and facilities as top in the country with various modes of certification and accreditation such as Blue Distinction, Top 100 in Spine Surgery, Top 100 Best Places to Work, Advanced Technologies, and Joint Commission Accreditation. All these brandings assist our system to promote the caring, safe environment to enjoy in the wellness programs or when healthcare is necessary (Ingram …show more content…

For example, different departments focus on specific consumers groups in order to sell specific services like the HH providing advertising by way of the sports clubs in town to target and educate Moms and Dads while promoting the pediatric, orthopedic, and other services attempting to create relationships (Perkins 2015). Secondly, as HH Health System develops and possess state of the art technologies, focus shifts to the higher level professionals employed in Huntsville on Redstone Arsenal and NASA as well as advertising heart healthcare and services. Challengingly, healthcare providers must be able to relate to today’s consumer especially in the area of social media and mobile accessibility. HH Health system lagged behind in the ability to communicate with the “healthy” generation, consisting of people ranging from 18 to 40 years of age (Ingram 2015) Accordingly, in 2014, HH Health System contracted with Red Sage Communications to create a friendlier mobile design including all aspects of social

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