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

2. Hospital Background DeKalb Regional Medical Center is a general medical and surgical center that is religiously operated. DeKalb Regional Medical Center is a general medical and surgical center that is religiously operated. Mr. J. Peter Selman, Chief Executive Officer, is the administrator in charge. Mr. J. Peter Selman, Chief Executive Officer, is the administrator in charge. The parent system is Community Health Systems, Inc. The parent system is Community Health Systems, Inc. 134 licensed beds 134 licensed beds

3. Key Services General and medical care General and medical care General intensive care General intensive care Cardiology department Cardiology department Open-heart surgery Open-heart surgery Pediatric medical and surgical care Pediatric medical and surgical care Emergency department Emergency department Trauma center Trauma center And more And more

4. Accredited DeKalb Regional is accredited by Joint Commission on Accreditation of Health Care Organizations DeKalb Regional is accredited by Joint Commission on Accreditation of Health Care Organizations

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

6. History of the Hospital DeKalb Regional began as DeKalb County General Hospital in 1950 and was built on the thirteen hundred block of Forest Avenue North. DeKalb Regional began as DeKalb County General Hospital in 1950 and was built on the thirteen hundred block of Forest Avenue North. The hospital later became Baptist Medical Center DeKalb and remained at this location until the new hospital was completed in 1986 on Highway 35 West. The hospital later became Baptist Medical Center DeKalb and remained at this location until the new hospital was completed in 1986 on Highway 35 West.

7. History cont. On April 1, 2006, Community Health Systems, Inc. completed the acquisition of Baptist Medical Center from the Baptist Health System, Birmingham, AL. On April 1, 2006, Community Health Systems, Inc. completed the acquisition of Baptist Medical Center from the Baptist Health System, Birmingham, AL. The company then gave the hospital its current name. The company then gave the hospital its current name. DeKalb Regional is still the sole provider of hospital services in the community. DeKalb Regional is still the sole provider of hospital services in the community.

8. Problems and Goals DeKalb Regional had only 4,299 admissions between July 1, 2004 and July 1, 2005 in a county with a population of 66,407. DeKalb Regional had only 4,299 admissions between July 1, 2004 and July 1, 2005 in a county with a population of 66,407. The problem with the organization is a bad image, which causes many people to choose other facilities for their medical needs. The problem with the organization is a bad image, which causes many people to choose other facilities for their medical needs.

9. Problems and Goals cont. However, the hospital has been making improvements and adding new programs and facilities, such as expanding the sleep disorder program and purchasing a new X-ray system, among others. However, the hospital has been making improvements and adding new programs and facilities, such as expanding the sleep disorder program and purchasing a new X-ray system, among others. This provides an opportunity to inform the public of these new programs and services. This provides an opportunity to inform the public of these new programs and services.

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

11. Objectives By April 1, 2008, to persuade (70% of) the employees to comply with a new patient care program. By April 1, 2008, to persuade (70% of) the employees to comply with a new patient care program. By December 1, 2008, to persuade (100% of) the employees to comply with a new patient care program. By December 1, 2008, to persuade (100% of) the employees to comply with a new patient care program. By January 1, 2009, to increase awareness (by 20 percent) of the new programs and services provided by the hospital among all segments of the community. By January 1, 2009, to increase awareness (by 20 percent) of the new programs and services provided by the hospital among all segments of the community.

12. Objectives cont. By January 1, 2009, to change the opinion of more than 20% of all community members, towards a positive view of the hospital. By January 1, 2009, to change the opinion of more than 20% of all community members, towards a positive view of the hospital. By January 1, 2009, to increase percentage of patients of DeKalb Regional who are pleased with its services by 20 percent. By January 1, 2009, to increase percentage of patients of DeKalb Regional who are pleased with its services by 20 percent.

13. Audience Internal and external Internal and external Internal- all hospital employees, administrators, managers, and board of directors Internal- all hospital employees, administrators, managers, and board of directors External- all members of the community in DeKalb, primarily adults ages 18 and up External- all members of the community in DeKalb, primarily adults ages 18 and up Children will be considered as well in order to improve image for years to come Children will be considered as well in order to improve image for years to come Investors and contributors Investors and contributors

14. Strategies and Tactics Theme- “Healthcare for All Seasons” Theme- “Healthcare for All Seasons” First action- Persuade employees to comply with a new patient care program that involves new policies concerning dealings with patients and their families that will make the hospital more inviting and user friendly. First action- Persuade employees to comply with a new patient care program that involves new policies concerning dealings with patients and their families that will make the hospital more inviting and user friendly. Meetings and seminar Meetings and seminar Patient surveys- to hold employees accountable Patient surveys- to hold employees accountable

15. Strategies and Tactics cont. Second action- Change opinion of the hospital to a more positive one by informing public of improvements and new services. Second action- Change opinion of the hospital to a more positive one by informing public of improvements and new services. Use uncontrolled media such as press releases sent to local paper- The Times-Journal. Use uncontrolled media such as press releases sent to local paper- The Times-Journal. Use controlled media such as brochures, the hospital’s magazine- Health Connection, website, and radio ads. Use controlled media such as brochures, the hospital’s magazine- Health Connection, website, and radio ads.

16. Strategies and Tactics cont. Third- Events to raise awareness and improve image Third- Events to raise awareness and improve image New Year’s gathering- “New Year, New You”-highlight various aspects of health/promote new programs New Year’s gathering- “New Year, New You”-highlight various aspects of health/promote new programs Valentine’s Day-Heart Health Banquet-having and keeping a healthy heart/promote hospital’s cardiac services Valentine’s Day-Heart Health Banquet-having and keeping a healthy heart/promote hospital’s cardiac services

17. Strategies and Tactics cont. “DeKalb Baby Shower” on Mother’s Day weekend for all expectant mothers and their families in the county-promote new Accutech infant security system and new Healthy Woman program “DeKalb Baby Shower” on Mother’s Day weekend for all expectant mothers and their families in the county-promote new Accutech infant security system and new Healthy Woman program In the fall, county fair booth-general promotion using brochures and freebies with hospital name In the fall, county fair booth-general promotion using brochures and freebies with hospital name

18. Strategies and Tactics cont. Fourth and final action- acquiring feedback Fourth and final action- acquiring feedback Surveys and soliciting comments and suggestions by way of website, magazine, and brochures Surveys and soliciting comments and suggestions by way of website, magazine, and brochures

19. 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 MarchSpring 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 JuneSummer issue of Health Connection distributed JulyMeeting 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 OctoberMeeting to encourage more employees to adopt new program and discuss progress made NovemberPreparation, writing, editing for Health Connection magazine December-Recognize staff who have excelled in program during same meeting -Winter edition of Health Connection distributed Calendar

20. Budget ItemCost 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.

21. Evaluation Pre-testing and Post-testing of both internal and external audiences by using surveys Pre-testing and Post-testing of both internal and external audiences by using surveys Behavior objectives, actions of staff, will be evaluated using surveys of both staff and patients as well as direct observation. Behavior objectives, actions of staff, will be evaluated using surveys of both staff and patients as well as direct observation.

22. Evaluation cont. Records will be kept in order to help evaluate the effectiveness of the program as a whole. Records will be kept in order to help evaluate the effectiveness of the program as a whole. Records will include attendance numbers for events, number of admissions to the hospital, number of magazines and brochures distributed, and number of news releases sent out. Records will include attendance numbers for events, number of admissions to the hospital, number of magazines and brochures distributed, and number of news releases sent out.

23. The End. Thank You.