Posted: May 1st, 2022

Within the last 10 years, East Chestnut Regional Health System (ECRH) was formed from the merger of three organizations: East River Medical Center,

Case Examine: East Chestnut Regional Health System
Historical past
Within the last 10 years, East Chestnut Regional Health System (ECRH) was formed from the merger of three organizations: East River Medical Middle, Northern Mountain Hospital Consortium, and Archway Hospital.
East River Medical Middle (ERMC)
ERMC is the anchor hospital for the system. The medical middle resides alongside the east facet of the Chestnut River. Traditionally, ERMC was acknowledged as the location of selection for medical care. Nonetheless, this status has deteriorated over the last three to five years. As the metropolis of Chestnut has grown, ERMC has discovered itself on the edge of an city blight. Security has been a priority for sufferers, guests, and physicians who use and serve the medical middle. The expertise supplied at the medical middle has been maintained at a wonderful stage of proficiency. At the similar time, the medical employees is getting older with the common age of the physicians being 57. There are youthful main care physicians who serve the specialists, however the specialists are getting older as nicely. ERMC boasts a Stage 1 Trauma Middle with an air service. The whole quantity of licensed beds for ERMC is 550. On any given day, the occupancy price is 300 heads on the beds.
Northern Mountain Hospital Consortium (NMHC)
NMHC was initially formed in response to the migration of sufferers to Chestnut. On account of the somewhat aggressive methods carried out by the hospitals in Chestnut, these rural hospitals determined to create a consortium of rural hospitals in order that they may achieve economies of scale in a quantity of areas, which embody group buying, profit administration, and doctor and employees recruitment. Moreover, they labored collectively to stem any additional deterioration of their market share. Sufferers have been choosing to go to the bigger group for companies and leaving the smaller communities that collared the Chestnut metropolitan space. NMHC represented particular person hospitals in 4 counties that circled Chestnut County: Walnut, Butternut, Oak, and Maple. Walnut and Butternut Counties had good employment with Oak and Maple Counties being principally rural. In every county, the inpatient services averaged about 20 years of age. The maintenance of these services has been sketchy. No facility wants any main upgrades, however modernization is required. The state doesn’t have a Certificates of Want (CON) course of. The medical employees make-up varies every location. The hospitals in Oak and Maple Counties are important entry hospitals. Additional particulars might be offered relating to these organizations later in the case examine.
Archway Hospital (AH)
AH is situated immediately in the group of Chestnut. It absolutely resides in the city space of the group. The hospital has 200 registered beds, however on any given day there are solely 50 to 75 sufferers on this facility. This hospital was a Physician of Osteopathy (DO) hospital; due to this fact, most of the physicians that labored out of this facility have been DOs. The payer combine for this hospital was closely burdened with Medicare and Medicaid. This payer combine composed practically 85% of the reimbursement. The power is getting older and wishes appreciable repairs. It’s questionable if it will likely be price the funding on this facility.
Management and Organizational Tradition
The unique merger that created the East Chestnut Regional Health System (ECRH) occurred 10 years in the past. This merger was between ERMC and AH. AH had a somewhat dynamic chief who was about 57 years outdated at the time of the merger. The AH CEO grew to become the new President and Chief Govt Officer of ECRH after the merger. Since this CEO had solely labored in a smaller group, he had not skilled the cultural adjustments and calls for that happen after the merging of a big group. Moreover, he started to alter the tradition of the group such that choices have been made on a decentralized foundation. He trusted the administration group at AH to do the proper issues and make the proper choices with low supervision. Nonetheless, the Chief Working Officer (COO) who was put in cost was initially from AH however left 2 years after the merger with a brand new COO being put in place. This COO developed a somewhat poor status and was recognized to need to construct his personal empire at AH and to be dishonest at instances. This status created a tradition inside the conventional AH that lacked a cohesive group effort to create a system. This positioning of the COO was left unattended by the President and CEO of ECRH since he was actively pursuing the acquisition of NMHC. The hospitals of NMHC have been doing okay, however these in the consortium realized that their capacity to face alone was turning into tough in in the present day’s market. When the management of the consortium assessed the market as to a partnership, they determined that ECRH can be the best option. The opposite choice was to develop a for-profit hospital that additionally resided in Chestnut. The management was drawn to what they noticed occur with AH. They appreciated that the central management of the system allowed AH to proceed as their very own entity and not using a lot of centralized management.
By the time all of this was put collectively, the President and CEO of ECRH was close to retirement. He retired about three years after the merger exercise was full. Throughout these three years, he grew to become lax in his management position. ECRH deteriorated in market share and profitability throughout this time. Upon his retirement, the Board of ECRH carried out a nationwide seek for a alternative. They employed Hunter Brown as the new President and CEO. Mr. Brown was the CEO of a smaller well being system and had been in that place for practically 10 years. Subsequently, he had restricted expertise from different markets in the artwork of strategic implementation. Nonetheless, he was additionally nicely educated, vivid, and articulate in expressing his data. He has now been the President/CEO of ECRH for 9 months.
As for the the rest of the management group for ECRH, there’s a newly employed company counsel. She has 15 years of expertise and is extraordinarily competent in the work that she does.
The CEO additionally employed a brand new Chief Monetary Officer. He has taken good strides in managing the accounts receivable all through the system in addition to extracting distinctive dollars from top quality provide chain administration.
The Chief Working Officer (COO) is new and has three years of earlier expertise from the similar group the place the CEO departed.
The Chief Medical Officer (CMO) has been retained from the outdated management group. His status is great, and he works nicely with different physicians, together with the medical employees and the employed physicians.
The Chief Nursing Officer (CNO) is three years away from retirement. She is understood for not getting together with the medical employees and can at all times defend nursing when at instances this isn’t applicable.
The Senior Vice President for Human Assets is competent and revered by administration and employees all through the group.
The rest of the management group was retained from the outdated regime. This included info expertise, employed doctor group management, advertising and marketing, human sources, and different vice presidents or administrators liable for various service traces. It must be famous that the IT management is simply finishing the implementation of the EPIC system. The long run for this group is dependent upon how nicely the general implementation of the system goes. Likewise, these in the advertising and marketing division will must be stellar in senior management advisement relating to the advertising and marketing of advanced points that might be encountered forward. They’ve been advised if advertising and marketing misses the goal, then replacements will happen inside this division.
The brand new CEO inherited the administration group of AH and NMHC. For NMHC the organizational construction was left intact with the COOs for every of the particular person hospitals being retained. It was agreed that this conventional construction can be left intact for at the very least 5 years. This settlement was close to its finish and the new CEO had plans to alter the present construction in addition to administration. This transformation was being thought-about for this yr’s strategic plan improvement. Even when the construction of NMHC was going to be modified to a extra direct relationship with company management, the present COO’s can be retained as they’ve carried out nicely since the merger. As for the COO of AH, he had been just lately terminated. An interim COO is now in place pending the board authorized closure of this hospital.
Aggressive Assessment
ECRH was not the solely supplier of care in the group. There was a for-profit hospital, Banford Medical Middle (BMC), that had been bought by a big publicly traded for-profit well being system about 10 years in the past. The for-profit well being system was the largest in the nation. The CEO of this hospital was good at optimizing efficiency as a result of of the weaknesses of ECRH and its management. He was an efficient opportunist.

BMC has 400 registered beds with a present occupancy price of 85%. They’ve been efficient at taking market share away from ECRH. For every loss of service line market share by ECRH, BMC has proven proportional good points. After the acquisition of BMC, the for-profit instantly moved to construct a brand new facility. This new facility is situated on the rising rich edge of the group. Moreover, at the time that this new facility was developed, the for-profit syndicated possession to the physicians. The best stage of syndication occurred with the obstetrics and gynecology physicians in the group. Subsequently, ladies’s companies deteriorated at ECRH. It must be famous that this doctor syndication occurred earlier than the Reasonably priced Care Act was handed, which precluded hospital possession by physicians.
It is vital that further info is offered relating to ECRH. ECRH just lately bought 100 acres of land throughout the interstate from BMC. This land is situated northwest of Chester. The intention is to ultimately construct a brand new medical middle on this location. The preliminary planning of this land has occurred, and it has been authorized to construct a regional oncology middle on this website. The development of the undertaking is already underway with an anticipated completion in 6 months.
As well as, ECRH has an orthopedic hospital hooked up to the present ERMC website and a behavioral well being hospital at this similar location. ECRH additionally has two ambulatory surgical facilities which are conveniently situated on the rising northwest and southwest facet in the group. The one surgical middle is situated on the 100-acre improvement website. The orthopedic hospital has executed nicely and has been listed in the prime 100 orthopedic hospitals. Nonetheless, the behavioral well being hospital is shedding vital dollars, so the Board of Administrators for ECRH has determined to shut this hospital. ECRH has additionally developed a three way partnership imaging middle with the radiologists. This middle resides throughout from a significant purchasing space in the group. It’s conveniently situated close to closely populated neighborhoods and purchasing. The one draw back is the location shouldn’t be near doctor workplaces that will discuss with this middle. Nonetheless, if a brand new facility is constructed on the 100 acres, which would come with doctor workplaces, the imaging middle might be in a perfect location. Management is growing a free-standing emergency middle on the 100-acre website, which is on the northwest facet of Chestnut.
The last aggressive concern is the location of a medical faculty and hospital in the metropolis of Chestnut. The power resides in a downtown location. This medical faculty had been established by the state practically 45 years in the past and is related to Greenbranch College. It principally serves the indigent group in Chestnut and the surrounding space. This educational middle has a somewhat destructive status in the surrounding space. There are 4 different medical educational facilities in the state in addition to a medical middle with a world-renowned status. There have been ongoing rumors that this world-renowned group was planning on assuming the accountability of the Chestnut educational middle. This transformation would considerably alter the complexion of the native medical group if it have been to happen. Pace in ECRH coping with some of its market points is an crucial.
Extra Market Info: Inhabitants Demographics
Chestnut County
• With 433,689 folks, Chestnut County is the sixth most populated county in the state.
• The most important Chestnut County racial/ethnic teams are Caucasian (70.1%), African American (18.5%), and Hispanic (6.5%).
• In 2015, the median family earnings of Chestnut County residents was $41,777. Nonetheless, 21.1% of Chestnut County residents reside in poverty.
• The median age for Chestnut County residents is 37.7 years outdated.
• Employment is powerful in Chestnut County. Unemployment resides at four.5%. Employer variety is powerful since the group shouldn’t be depending on singular massive employers. Employment contains some high-tech jobs, common manufacturing to Help the car trade, and there’s a massive college, Greenbranch College, situated in the group. The college has 25,000 college students and gives most majors, which incorporates engineering and nursing.
Walnut County
• With 42,537 folks, Walnut County is the 57th most populated county in the state.
• The most important Walnut County racial/ethnic teams are Caucasian (89.eight%), adopted by Hispanic (7.2%) and African American (three%).
• In 2015, the median family earnings of Walnut County residents was $55,120. Nonetheless, 10.eight% of Walnut County residents reside in poverty.
• The median age for Walnut County residents is 39.eight years outdated.
Butternut County
• With 38,352 folks, Butternut County is the 65th most populated county in the state.
• The most important Butternut County racial/ethnic teams are White (87.zero%), Hispanic (9.5%), and African American (1.7%).
• In 2015, the median family earnings of Butternut County residents was $50,663. Nonetheless, 13.four% of Butternut County residents reside in poverty.
• The median age for Butternut County residents is 39.7 years outdated.
Oak County
• With 37,120 folks, Oak County is the 66th most populated county in the state.
• The most important Oak County racial/ethnic teams are Caucasian (93.three%), Hispanic (four.zero%), and African American (1.1%).
• In 2015, the median family earnings of Oak County residents was $42,492. Nonetheless, 14.9% of Oak County residents reside in poverty.
• The median age for Oak County residents is 46.6 years outdated.
Maple County
• With 27,816 folks, Maple County is the 79th most populated county in the state.
• The most important Maple County racial/ethnic teams are Caucasian (90.eight%), Hispanic (7.1%), and African American (1.zero%).
• In 2015, the median family earnings of Maple County residents was $39,353. Nonetheless, 15.four% of Maple County residents reside in poverty.
• The median age for Maple County residents is 48.2 years outdated.
• Each Oak and Maple Counties are rural with an older inhabitants. Many sufferers have Medicare and Medicaid that come from these two counties. Likewise, the hospitals situated in every of these counties have been designated as important entry. Like many rural counties, Oak and Maple have been blighted with youthful folks utilizing medicine, together with methamphetamine.
Employed Physicians
ECRH employs 400 physicians all through its system. The breakdown for every location is as follows:
Chestnut County
• 135 main care
• 100 specialists
Walnut County
• 40 main care
• 10 specialists
Butternut County
• 30 main care
• 12 specialists
Oak County
• 27 main care
• 10 specialists
Maple County
• 25 main care
• 11 specialists
There have been ongoing complaints from the newly recruited physicians that their practices haven’t been marketed nicely; thus, their affected person volumes have been gradual to develop.
Service Line Efficiency Info
The next is a listing of bullet factors relating to service line efficiency by ECRH and points of operational concern.
1. Ladies’s well being companies deteriorated considerably since the syndication by Banford Medical Middle. Obstetrical deliveries are down 20% throughout the system. BMC has executed a wonderful job of creating enticing facility and companies for ladies. This contains nurse navigation, ladies’s breast middle, and a collection of different facilities. BMC has additionally began a neonatal intensive care unit, which rivals the companies of ECRH.
2. The cardiologists at ECRH are getting older. This has been a historically robust service for ECRH, however 50% of the cardiologists might be retiring inside the subsequent three to five years. All cardiologists who serve ERCH are employed by the well being system. Cardiology is a service that’s gaining energy inside the Greenbranch Medical Middle, notably since they introduced in a famend heart specialist to rebuild their program.
three. The orthopedic volumes are down 7%. ECRH does collectively function an orthopedic hospital with an impartial orthopedic group situated in the group. There have been some inside issues inside the orthopedic group the place the outdated guard of orthopedic surgeons has pressured a low retention with youthful, and to a point higher educated, surgeons. Retention is turning into a rising concern relating to the standing of this group with consideration of ECRH hiring their very own surgeons. The three way partnership hospital doesn’t exclude different surgeons from working on this hospital.
four. Emergency division (ED) volumes are down 5%. The hospital makes use of an emergency doctor group to provide physicians to cowl all of the EDs inside ERCH. These physicians are recognized for poor customer support and making impolite feedback to sufferers who’re self-pay or Medicaid.
5. The ambulatory visits and companies are up three%. This quantity improve is from the youthful main care physicians who’ve been employed by ECRH. This younger group of physicians has turn into nice Help for ECRH and refer sufferers loyally to the group.
6. Basic surgical procedure circumstances are down four%. The getting older surgeons are beginning to retire, and it’s tough to recruit new surgeons to switch previous demand. Some of this work goes to Greenbranch since they’ve good common surgeons.
7. The oncology companies for ECRH have elevated in quantity and income by four%. ECRH’s improvement of the new oncology middle has created a magnet for referrals to the oncologists. The oncologists are very obsessed with the improvement of this new middle and have begun to shift work to ECRH.
eight. ECRH has the regional burn middle. ECRH works with Greenbranch Medical Middle for coaching residence in the burn setting. This contains the plastic and common surgeons. The draw back of this service is that it’s shedding cash. A call has been made to shut this service with Greenbranch beginning their burn middle.
9. ECRH is a Stage 1 Trauma Middle, and this designation has been a historic constructive for the system. The helicopter service is nicely acknowledged by the group in addition to first responder professionals present in the area. They traditionally have been prime for main trauma circumstances. The utilization of this service is down 5% since the for-profit has established an identical service. BMC nevertheless solely has a Stage 2 Trauma Middle. They’ve labored diligently to accumulate ambulance companies in some of the outlying communities. This has helped feed sufferers to BMC.
10. The ECRH Board of Administrators determined to shut the behavioral well being hospital. It’s unsure the place sufferers will have the ability to obtain inpatient care. An energetic out-patient service will nonetheless be offered by ECRH.
Payer Combine
The payer combine for ECRH has deteriorated. The present inpatient payer combine for the whole system is as follows:
• 55% Medicare
• 15% Medicaid
• 30% Business
There was a long-standing three way partnership relationship with a nationwide insurance coverage firm for business insurance coverage. Administratively this enterprise has not developed as anticipated; nevertheless, in some of the regional markets, the Chestnut Care insurance coverage has a powerful presence. Of the 30% business pay, 20% is Chestnut Care based mostly. The nationwide insurance coverage firm in the enterprise is Aetna. The subsequent strongest product is Anthem. It’s the expectation of the CEO that Chestnut Care be leveraged and positioned for progress.

The 15% Medicaid has helped the hospital achieve further disproportionate share dollars, which does Help the backside line of the hospital.
Historic Strategic Initiatives
Accountable Care Group
When the Reasonably priced Care Act was handed in 2010, ECRH determined to get into the one-sided mannequin of an accountable care group (ACO). This enterprise has not gone nicely, and ECRH has determined to go away the ACO enterprise. Nonetheless, they’re involved about the public picture of this choice. The main points of the termination are below dialogue with a necessity to find out the best way to reduce the public notion of termination, notably since there was a lot advertising and marketing of their getting on this enterprise. The regulatory necessities of the authorities relating to the timing of terminating an ACO enterprise additional complicate this choice.
Major Care Medical Residence
The employed main care group has been energetic in establishing accredited main care medical houses inside all the main care workplaces all through the ECRH system. This initiative is a constructive rising technique for ECRH. It has additionally been a gorgeous draw for the household practitioners from Greenbranch Medical Middle residency program since Greenbranch has established an accredited medical house for his or her household follow residency program.
American Nursing Credential Middle Standing (ANCC)
ECRH has been engaged on turning into a magnet standing for ERMC. This work has stalled out as an initiative. Some of this is because of the nursing management inside ERMC. The CEO intends to maneuver this precedence up in the group’s objectives.
Info Expertise
ECRH has invested closely of their info expertise infrastructure. This funding grew to become a requirement simply to have the ability to collect the information wanted for the ACO improvement. This value has turn into considerably better than anticipated. ECRH absolutely carried out EPIC as their core info expertise system. There have been implementation issues since the ECRH was working off a number of methods earlier than the choice to consolidate to 1 platform. The implementation of EPIC required appreciable retraining for the employees and physicians. Information conversions have gone nicely. The difficulties have been extra human-related relative to the efficient use of the system. One of the main points has been the lack of ECRH not assembly significant use necessities which has value ECRH vital misplaced income from not assembly these objectives.
Authorized Actions Pending for ECRH
Federal Commerce Fee Investigation
With the merger and acquisition of NMHC, questions of antitrust have been raised. In the service traces of cardiology and oncology it has been discovered that ECRH controls 60% of the cardiology market and 52% of the oncology market. Chestnut Care in some markets has been robust in steering affected person volumes to ERMC. Union leaders for the various trades have been instrumental in precipitating this investigation. At the time that this concern was raised, the President and Govt Department of the federal authorities have been very pro-labor, thus, their curiosity in pursuing this matter.
As to the projected disposition of this case, it’s anticipated destructive dedication might be made on account of the market share management in oncology and cardiology. This might pressure ECRH to divest their possession in the Chestnut Care insurance coverage enterprise. An alternative choice is perhaps that sure hospitals of NMHC be divested. It’s not anticipated that each determinations would happen. This case has value ECRH appreciable cash to stave off investigation of this allegation.
Predatory Collections and the Loss of Not-for-profit Tax Standing for NMHC
NMHC negotiated that they’d proceed to behave independently. The consortium management set insurance policies that included predatory collections for the sufferers that will be served in the NMHC hospitals. In a latest night information report, an investigative reporter interviewed an aged affected person that had her house taken from her to pay for her medical payments. This house had been in her household for over 100 years. This story prompted the state’s Lawyer Basic’s Workplace to analyze the predatory assortment insurance policies of ECRH and NMHC.
The state has already taken an aggressive stance to analyze the standing of not-for-profits not fulfilling necessities (e.g., charity care, analysis, and training). The state is in financial bother and is in search of income from wherever they’ll discover it. The outlook is dim relating to the anticipated closing choice of the Lawyer Basic’s Workplace. If NMHC is required to pay taxes, this is able to wipe out the backside line for these hospitals and lots of of the wanted companies equipped to the indigent inhabitants by ECRH can be lowered or eradicated.
Religion & Most important Consultants Report
Within the last yr, ECRH contracted with Religion & Most important to check the market notion of their ladies’s companies. The next is a summation of the findings of Religion & Most important.
Curiosity in a Ladies’s Middle Crosses County Traces
• 36% of ladies in the service space would journey throughout county traces to obtain glorious ladies’s well being companies
• 72% of ladies in Chestnut County would think about using the ladies’s companies of East Chestnut Regional Medical Middle
• Ladies in all counties have been most curious about these companies:
o Breast care
o Basic gynecology companies
o Feminine medical doctors
o Providers in a single space
o Physicals for ladies
Curiosity in a Coronary heart Care and a Health Info Line
• A doctor authorized supply of info.
• A nurse Help line that could possibly be a useful resource for ladies’s care in coronary heart well being as nicely be a supply for well being navigation.
Clear Expectations Relating to Getting Appointments with Their Major Care Doctor
• Ladies count on same-day appointments
o In the collar counties to Chestnut County, ladies ranked this in the prime 28.7%
o Chestnut County ladies ranked this in the prime 37.7%
o Expectation of same-day appointments ranked highest for ladies of childbearing age
• P.c anticipating same-day appointments
o 42.9 % of Chestnut County ladies of childbearing age
o 31.three% of collar county ladies of childbearing age
• Willingness to be Seen by a Nurse Practitioner Overwhelmingly “Sure”
o 75.7% of Chestnut County ladies of childbearing age
o 76.1% of collar county ladies of childbearing age
Respondents Expressed How Health Care May Be Improved
• 24% of all Chestnut County ladies, and 26% of all collar county ladies named including extra main care medical doctors and extra kids’s care with pressing care outranking every other single subject.
Respondents of Childbearing Age Extensively Represented in Examine:
• 86% of ladies respondents of childbearing age in Chestnut County had kids below the age of 18
• 76% of ladies respondents of childbearing age in the collar counties had kids below the age of 18
Willingness to be seen by nurse practitioner was considered as favorable by these on this examine.
This information from Religion & Most important might be used to ramp up enhancements in the ladies’s companies for ECRH.
Strategic Plan Objectives for the Upcoming Yr
• Ladies’s service line enchancment
o Enhance obstetrical deliveries by 20% over three years
o Set up nurse navigation system for the whole system
o Facility enchancment and improvement for ladies’s companies
o Enhance entry requirements for ladies’s care
 Help in the advertising and marketing of the implementation of the guide’s report relating to ladies’s companies
• Oncology Middle grand opening
• Mature the retail technique with the main care employed doctor group
• Assess the market impression of the lawsuits and develop advertising and marketing technique to counteract the destructive impression if choices are made towards ECRH
• Aggressively recruit new physicians to scale back the common age of the medical employees and strategically improve service line improvement
• Use lean administration processes to right service points present in the ED. Enhance ED visits by 6%.
o Overview doctor contracts to reinforce doctor service efficiency
o Examine the fast-track ED idea
o Implement the free-standing ED technique
• Abandon the Accountable Care Group (ACO)
• Re-establish relationships with regional emergency medical companies to lift the utilization of the medical air service. Development objective is to get again to the earlier stage of utilization inside 18 months
• Choice to shut the regional burn unit and let these circumstances go to the educational medical middle
• Implement the choice to shut the behavioral well being companies of ECRH
• Implement the choice to shut AH
CEO Instruction to Advertising Group
The advertising and marketing division for East Chestnut Regional Health System might be requested to step up their sport to develop a advertising and marketing plan for the regional well being system. The CEO has had some issues relating to the capacity of the advertising and marketing division to maintain up with the quickly shifting strategic surroundings that he has created. Subsequently, he established a timeline for the division to develop a system large advertising and marketing plan over the subsequent six weeks. The VP of advertising and marketing has been in all the senior management cupboard conferences, so she is conscious of all the particulars. Subsequently, the studying curve relating to the institutional strategic objectives is of no concern.
The next are parts that the CEO needs in the advertising and marketing plan.
1. A guide, Religion & Most important, was used to check the impression of the ladies in the key service markets for East Chestnut Health System. The abstract of the guide’s report might be seen above. The survey lined all facets of ladies’s care. The advertising and marketing division might want to develop a advertising and marketing marketing campaign to match the suggestions of the guide’s report.
a. It’s acknowledged that the age span for speaking with ladies shoppers might be fairly variable. On one finish of the spectrum, you’ve gotten the youthful childbearing age ladies, subsequent are the ladies which are center aged adopted by ladies which are pre-elderly then these which are aged. Subsequently, a communication plan utilizing social media to standard advertising and marketing methods might be required.
2. A communication plan will must be developed for the closure of the regional burn middle as nicely the exiting the accountable care group and the closure of the behavioral well being hospital.
three. A communication plan might be wanted to take care of the closure of AH.
four. A branding technique will must be developed to beat the present weak model id that’s in place for the mixed ECRH entities.
5. Develop advertising and marketing technique for brand new physicians being recruited to the system. The best scenario can be to have a typical id for all advertising and marketing materials. In the previous the advertising and marketing materials has been native hospital based mostly.
6. Develop advertising and marketing plan for the Major Care Medical Residence technique as nicely the retail technique for the main care community.
7. Proactively lay out a framework of communication to handle any destructive outcomes of the authorized issues that the well being system is now confronting.
a. The Federal Commerce Fee investigation of the anti-trust points for ECRH.
b. The predatory collections occurred as half of NMHC. It’s felt that this case will pressure these rural hospitals to maneuver to a taxable entity with the loss of their not-for-profit standing. The event of this drawback took place on account of poor management inside the consortium.
eight. Develop promoting marketing campaign for the opening of the new oncology middle.

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Case Examine: East Chestnut Regional Health System Historical past
Within the last 10 years, East Chestnut Regional Health System (ECRH) was formed from the merger of three organizations: East River Medical Middle, Northern Mountain Hospital Consortium, and Archway Hospital.
East River Medical Middle (ERMC) ERMC is the anchor hospital for the system. The medical middle resides alongside the east facet of the Chestnut River. Traditionally, ERMC was acknowledged as the location of selection for medical care. Nonetheless, this status has deteriorated over the last three to five years. As the metropolis of Chestnut has grown, ERMC has discovered itself on the edge of an city blight. Security has been a priority for sufferers, guests, and physicians who use and serve the medical middle. The expertise supplied

9. Develop promoting marketing campaign for the ED/Trauma companies of ECRH.

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