Customer Reviews

Untapped Options: Building Links between Marketing and Human Resources to Achieve Organizational Goals in Health Care (J-B AHA Press)

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Building Links between Marketing and Human Resources to Achieve Organizational Goals in Health Care.

"Talk about getting out of the box, this book blows the entire lid right off! If you want to position your organization to succeed in a tight labor market, this is definitely the way to go. In these days of low unemployment, your organization's future may depend on utilizing this creative approach to management." -- Sheila Ridner, BSN and MSHSA, CEO, First Hospital Corporation, Nashville, TN

Cost containment, increased productivity, and customer satisfaction have become watchwords for many health care organizations. Untapped Options offers a unique and innovative management model that addresses all three by aligning employee recruitment, training, and retention (Human Resources) with attracting patients and retaining them (Marketing). By allowing the mission, vision, and values of the company to synchronize the strategies of both departments, remarkable synergies are created that provide benefits for the entire firm. Properly implemented using the guidelines in this book, this fresh approach can result in improved performance, higher employee satisfaction, increased patient satisfaction and greater financial security for the organization.

Enthralled by the thought of learning secrets to create a unique working relationship between human resources and marketing, I bought the book. However, I was disappointed early on. It was a continuing snip-it of others' work with little true insight into bridging the gulf between marketing and human resources. The authors attempted to show areas of overlap and differences and in my opinion could have spent much of the book showing how to work toward alignment between the two departments. Rather, it showed how HR must market the hospital to employees, both new and old and how marketing must use surveys to assist administration in identify patient satisfaction issues. Nothing new, especially if we appreciate and recognize the continual efforts of patient and non-patient care staff to provide excellence in healthcare - inside and outside of the four walls we call a hospital. "Raving Fans" is much better. VP - HR, Salina, KS.