Untapped Options: Building Links Between Marketing and Human Resources to Achieve Organizational Goals in Health Care - Hardcover

Northcott, Bea; Helm, Janette

Hardcover

ISBN 10: 078795537X ISBN 13: 9780787955373

Publisher: Jossey-Bass, 2000

Synopsis

An AHA Press/Jossey-Bass Resource

Untapped Options is an invaluable resource for health care leaderswho want to help their organizations succeed. Bea Northcott andJanette Helm, experts in the field of health care management, havecreated a practical approach that explores how human resources andmarketing managers can combine forces and work together to createmission, vision, and values statements that will drive a commonstrategy to organizational excellence. Step-by-step, Northcott andHelm show how to implement this innovative approach that, once inplace, will contain costs, bolster employee satisfaction andproductivity, and increase customer satisfaction.

About this title

From the Back Cover:

An AHA Press/Jossey-Bass Publication

Health care institutions are service organizations and, like all service organizations, their success is directly tied to the customer's evaluation of employee performance. However, most health care organizations spend considerably more money on marketing-advertising, sales, and public relations-than on attracting and retaining quality employees. Is there a way these seemingly unrelated operational functions can work together to achieve organizational excellence?

Untapped Options presents an innovative and systematic approach that health care organizations can use to unleash the combined power of their human resources and marketing departments. The authors, experts in the field of health care management, reveal how to align the functions of getting and keeping employees with the function of keeping customers through shared organizational values, vision, and mission. Using the guidelines in this book, any health care organization can implement this original approach to transform itself, contain costs, bolster employee satisfaction and productivity, and increase customer satisfaction.

This hands-on resource is an invaluable tool for health care CEOs, board members, senior-level managers, directors of human resources, directors of marketing, public relations, communications, and planning, training and development managers, and organizational development executives. Using the suggestions, techniques, and information in this book, health care leaders can:?
? Create job descriptions, performance appraisals, and publications that communicate organizational values
? Implement the most effective interviewing techniques for selecting quality employees
? Empower employees by teaching them methods to increase critical thinking skills
? Discover the key factors that motivate employees
? Learn the six questions to ask to help shape departmental strategies

The authors explain that once a health care environment that puts the emphasis on employees is established, marketing efforts are still needed to bring in new patients. They offer practical advice for creating a solid marketing plan that reflects organizational goals and saves money by attracting a targeted client population.

Keep Your Edge in the Health Care Marketplace by Unleashing the Combined Power of Human Resources and Marketing

Untapped Options is an invaluable resource for health care leaders who want to help their organizations succeed. Bea Northcott and Janette Helm, experts in the field of health care management, have created a practical approach that explores how human resources and marketing managers can combine forces and work together to create mission, vision, and values statements that will drive a common strategy to organizational excellence. Step-by-step, Northcott and Helm show how to implement this innovative approach that, once in place, will contain costs, bolster employee satisfaction and productivity, and increase customer satisfaction.

"All executives should know instinctively that the organization's employees represent the single most effective marketing vehicle. However, most don't utilize this fact to their benefit. Untapped Options is of considerable value in refocusing on the importance of quality environments and satisfied employees in meeting organizational goals and developing a successful business."
-Reginald M. Ballantyne III, president, PMH Health Resources, Inc., and past chairman, American Hospital Association

"This book pushes each of us to remove the traditional lenses that we use to view our organizational structures. Providing the ultimate paradigm shift, it challenges us to think, act, and structure our areas of expertise in fundamentally different ways to maximize synergy."
-Bob Riney, vice president, human resources and organizational effectiveness, Henry Ford Health System

"The authors make a convincing case for merging two previously unrelated departments into one. In these days of low unemployment, your organization's future may depend on utilizing this creative approach to management. Read it and prepare to have your mindset changed."
-Sheila Ridner, chief executive officer, First Hospital Corporation

"Must reading by boards, medical staff leaders, executive and mid-level management, and staff who want to change their organization to better serve their medical staff and their patients. . . . [This book] describes how to make integrated change-the right change for the right reasons at the right time."
-Steven K. Ellson, former HRD professional in Indiana

About the Author:

BEA NORTHCOTT is president of Triple Impact, a consulting firm in Franklin, Indiana.

JANETTE HELM is an organizational consultant at St. Vincent Hospitals and Health Services in Indianapolis.

About this edition

• Publisher: Jossey-Bass
• Publication date: 2000
• ISBN 10: 078795537X
• ISBN 13: 9780787955373
• Binding: Hardcover
• Edition number: 1
• Number of pages: 232