Firstly, it should figure out that the specialization in cardiac disease is the hospital's future direction, and identify its target audiences, including the employees of the hospital, the community, and the potential and future patients. Secondly, it needs to establish the objective of the promotion that publicize the future direction of the hospital and attract customers to cure cardiac diseases at here. Thirdly, it needs to develop the promotional messages through appropriate delivery system to the audiences, such as using local radio stations or newspaper to deliver the promotional advertisements. Finally, it needs to evaluate the strategy that whether the specialization of the hospital has been known by the public and whether the profit has increased.
To be specific, the communications or promotions to different audiences are not same. Thus, we analyze them respectively.
(1) Communications to employees of hospital
Since the direction of the hospital has changed significantly from comprehensive one to specialized one, it is urgent and important to tell this transition to the employees since both cardiac physicians and non-cardiac physicians will be affected by this change. For cardiac physicians, they have to spend more efforts on this specialization, including carrying out more cardiac operations, receiving more patients. However, for non-cardiac physicians or employees, they may receive less budgets, even certain employees may be fired because of limited funds. Thus, some effective communication techniques must be used to forward this information to the employees. For example, internal presentation could be used as a method to broadcast this information.
(2) Promotions to the community
Community is the most crucial market...
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