MARKETING IN PUBLIC RELATION

Prepared by

JERIL T SUNNY
 Introduction

• Public relations is the practice of managing the

spread of information between individual or an
organisation
• Public relation may include an organisation or
individual gaining exposure to there audience
using the topics of public interest and new items
that do not require direct payment
• According to hospital it is a new service and
many hospitals now have public relations
 Types of public relations

• Internal public relations

• External public relations

 Internal pr

• Doctors
• Nuerses
• Supporting staffs
• employes
 External pr

• Customers

• Press

• Radio
 Organogram of pr departent

• director

hospital administrator

public relations officer

assistant assistant
assistant pro
pro pro
 Promotional tools

• news release
• Brochures
• News letters
• Display on buses
• Direct mailing list
• Press conference
• hoardings
 Common problems

• Impolite
• Poor sanitation
• Prolonged waiting time
• Poor information and guide
mechanism
• Non availability of resources
• Non availability of equipied medicine
suppliers
 Monitoring and evaluation
• Poll and exit polls
• Satisfactory surveys
• Opd attendance rate
• Follow up patient rate
• Bed occupancy rate
• Donations received
• Letters received editor about hospital
• Media reporting
Improving public relations in
hospital
• Internal
• good remuneration
• good working conditions
• periodical staff meeting
• induction training
• external
• focus on sensitive areas of hospital
• opd ipd services
• communication system of hospital
• promotional tool
 Role of pr officer

• Advocate

• Communicator

• Problem solver

• Opinion maestro
Finance and Administration Managment
• Finance management
• " It is concerned with the management decisions that
results In the acquisition and financing of the long term and
short term of firm"
• - Philippatous.

• Accoding to soloman, "Financial management is concerned

with the efficient use of economic resources."
 Importance of Financial Managment

• Economic growth and development

• Improve standard of living
• Allows better financial decisions
• Creates job
• Promotes our environment
 Administration

Administration is the direction, coordination an control

of many person to achieve some purposes or objectives

Nature of administration
• it is universal.
• it is holistic
• it is continuous and on going process
• it is goal oriented
• it is creative or innovative
• it is dynamic
 Elements of administration

" POSDCORB"
1. Planning
2. Organising
3. Staffing
4. Directing
5. Coordinating
6. Reporting
7. Budgeting
OUTSOURCING

• PRESENTED BY
MONICA MUTHAMMA
 Outsourcing
• Outsourcing is the business practice of hiring a
party outside a company to perform services
and create goods that traditionally were
performed in-house by the company's own
employees and staff
• The strategic of use outside resources to
perform activities traditionally handled by
internal staff and resources
 What can be outsourced?
TRADITIONAL APPROACH
• Security
• Laundry
• House keeping
• Food services
• Maintenance- civil, electrical
• and mechanical
• Pharmacy
• Transportation – ambulance,others
Emerging Areas

• Laboratory services
• Radiology
• Nursing
• Biomedical engineering
• Blood bank
• Physiotherapy
• Homecare services
• Outreach services (e.g. camps)
• IT Services
• Billing
• Insurance Claims Processing
• Revenue Cycle Management
• Payroll processing
• Marketing
• HR Processes
 Cost Benefit Analysis
• In-house vs. outsourcing
• Capital expenditure
• – Space
• – Equipment
• – Transport
• Operating costs
• – Manpower
• – Utilities (power, water, fuel)
• – Repair and maintenance
• – Rental costs (actual or notional)
• – Depreciation
• – Inflation/cost increase
• ROI
• Non-monetary benefits
 BENEFITS OF OUTSOURCING
• FOCUS ON CORE COMPETENCY
• DIVERSIFIATION OF RISK
• REDUCED CYCLE TIME
• SKILLED EXPERTISE
• INCREASED PRODUCTIVITY AND EFFICIENCY
• IMPROVED CUSTOMER SERVICE
• UPDATE TECHNOLOGY
 PITFALLS OF OUTSOURCING
• Outsourcing services that should stay within the organization
• Selecting the incorrect outsourcing vendor for the job
• Writing a poor statement of work for the outsourcing service
• Disregarding employee concerns about outsourcing
• Permitting the outsourced service get out of control
• Neglecting to realize the full costs of outsourcing
• Failing to strategize an exit procedure before terminating the
outsourcing contract
 RISK OF OUTSOURCING
• LOSS OF MANAGEMENT CONTROL
• THREAT TO SECURITY AND CONFIDENTIALITY
• LOW QUALITY
• LACK OFCUSTOMER FOCUS
• DEMOTIVATION TO INTERNAL EMPLOYEE
• RISK TO BAD PUBLICITY
• BUYERS OUTSOURCING RISK
 Monitoring Performance
• Set a baseline and metrics

• Measure Future Performance against baseline

• Create mutually agreeable key performance indicators

(KPIs), along with performance guarantees or shared
savings arrangements as appropriate

• Tie up KPIs and service level agreements (SLAs)

directly to critical organization goals
NURSING SERVICES &
ADMINISTRATION

Presented by:
Hrishika B.K
 Nursing services are the part of the total health
organization which aim to provide prevention
of disease and promotion of health.

 Nursing encompasses autonomous and

collaborative care of individuals of all ages,
families, groups and communities, sick or well
and in all settings. It includes the promotion of
health, the prevention of illness, and the care
of ill, disabled and dying people.
 Objectives of Nursing service
 To engage in the general scope of nursing
practice, including the promotion of health,
prevention of illness and care of physically ill,
mentally ill and disabled people of all ages and
in all health care and other community settings.
 To carry out health care teaching.
 To participate fully as a member of health care
team
 To provide care based on patient’s needs.
 To supervise and train nursing and health care
team.
 To be involved in research.
 To provide qualitative/comprehensive care to
the patients.
 Accurate assessments of illness.
 Health education to patient and attendants.
 Managerial skills as and when required.
 Ensure privacy at all levels.
 Nursing process

Nursing
assessment

Nursing Plan of care

Evaluation
process

Implementation
of care
Organization of nursing services
CHIEF NURSING OFFICER
NURSING SUPERINTENDENT
DEPUTY NURSING SUPDT
ASSISTANT. NURSING SUPDT
HEAD NURSE (Each ward)
STAFF NURSE
STUDENT NURSES
 Role of Nursing services
General role
• Round the clock nursing services
• Monitoring and coordinating nursing care
• Assisting medical doctors

Specific role
• Assessment of patients nursing needs
• Planning and providing nursing care
• Prevention of complications
Executive role
• Allocating sufficient manpower for patient
care
• Implementing latest advances for nursing care
• Monitoring and evaluation of nursing care
• Organizing nursing audit
 Nursing administrative unit
Planning and designing considerations:
Location:
• Should be away from the traffic, in a central area
to improve coordination of nursing services from
all the floors.
Design:
• Provision should be made for Nursing directors
office , clerical work area, conference room and
storage room.
• Should be made to facilitate adequate work
atmosphere for the staff.
 Nursing units
The design should result in:
• Building at lowest possible capital cost
• Providing the most desirable patient comfort and
environment
• The greatest degree of job satisfaction for nursing and
medical staff
• The most efficient operation of the unit.

The design & size of a nursing unit depends on the size of

the ward, no of beds, working hours ,no of units and
degree of patient’s illness.
 Problems & challenges faced by
nursing administrators
• Lack of adequate training.
• Problem of personnel management.
• Shortage of trained manpower.
• Lack of motivation.
• Inadequate number of nursing staff.
• No involvement in planning.
• Non nursing activities.
• No proper authority.
• Professional risk or hazards.
 Constrains in nursing services
administration
• Lack of awareness to meet social, economic
and technical changes in the society and
consumer protection act.
• Lack of communication.
• Diversification in nursing profession.
• Planning of nursing manpower.
• Management and development.
• Nursing care audit.