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Power

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Submitted By s222087
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Public Relations Journal Vol. 4, No. 4, Fall 2010
ISSN 1942-4604
© 2010 Public Relations Society of America

Public Relations Management at the Lucile Packard
Children's Hospital:
A Case Study
Erika H. Powelson, and Kenneth D. Plowman, Ph.D., APR
The healthcare industry in the United States is changing at record speed, especially in
California. California has seen the emergence of Health Maintenance Organizations
(HMO's) and the drastic effects they have had on the hospital environment. These changes are occurring throughout the organization and affect everything from ordering of supplies to length of patient stay. It has also caused great changes in one particular area of the hospital—the public relations and marketing departments.
The purpose of this case study was to explain communications management during a certain period of time to ensure no encroachment on the current state of public relations for the Community and Physician Relations Department (CPRD) at Lucile
Salter Packard Children's hospital at Stanford (LPCH).
The change in this department reflects the overall trend in healthcare marketing and the need for hospitals to promote themselves to stay profitable. The San Francisco
Bay area is being hit particularly hard by all these changes and prediction that several hospitals may close in the near future. One goal of the CPRD is to educate the community about the hospital so they will use and pay for its services. Another goal is to encourage physicians to purchase phone triage services that bring in revenue and referrals to LPCH.
The CPRD has several areas of focus, but this case study did not attempt to cover them all. This case study focused on two main areas: the Pediatric Telecenter, a medically-based outreach program and Community Relations which is non-medically based outreach. It has only been in existence for 20 months

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