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Article by Richard Kuhn

Salinas Valley Memorial Hospital under fire from the Union again: a private duty nursing-serving, Caramel, Caramel Valley Carmel-by-the-Sea, Gonzalez, Gilroy , Hollister, King City, Marina, Monterey, Pacific Grove, Pebble Beach Show, Salinas, Soledad, California, and the sea

Salinas Valley Memorial Hospital is back in the news with bad news, this time on the title page in the Herald of Monterey, a working group and community leaders should call for an investigation of the board of the hospital that supposedly take into account a possible sale or privatization of the public district hospital. The National Union of Health Workers (NUHW) have the Attorney General of the State to determine whether the hospital violated the State Council, led by discussing these things in private. The hospital said they within their rights, these issues should be discussed privately. McKinsey & Company will pay the hospital for a 132-page 0000 report, they merger or affiliation with a health care system more or autonomous hospital, Community Hospital of Monterey Peninsula recommended (CHOMP) in the next two years. Press Release of the Official Board, report to the public. However, the hospital commissioned the report through his lawyer and is now the subject of confidentiality. The hospital was forced to have revenue shortfalls, to reject, in a long battle with hundreds of union workers, including those who are unionized. “This amounts to a conspiracy to privatize the hospital and to conceal the plans of public tax money, patients and the general public. This is behind the crusade for the management of jobs and benefits for supervisors were all cut together, and t the hospital board n ‘want the public to know. They were willing to break the law to keep their plans secret, “charged John Borsos Nuhs VP. It’s a shame that this union problems as you continue to shoot with time management if they are important to the hospital for patients safely.

Every profession has a dedicated language; those words, terms, phrases and concepts that serve as both a short-hand for practitioners and as a filter to keep outsiders at bay. In most cases these vocabularies are created or policed by professional bodies much like the medieval guilds protected the trade secrets and prerogatives of their members.

The best example of this can be found in any hospital where the medical argot is a mix of Latin, tech terms and centuries of practice, study and innovation. Doctor’s language is a great wall of China for patients and their families; a barrier that instills fear and confusion as it fosters dependency which is further complicated by the methodology of medical practice driven by hospital’s need and third-party insurers needs for efficiency, economies of scale, brad building and repeat business.

A visit to anyone in the hospital offers several clear directives to marketers:
Expose the Process. Everyone needs to understand the basic rules of the game. In the hospital you are on your own. Doctors, specialists, nurses, students, aides and schelpers of many stripes traipse into the room and do stuff. The plan, the sequence and the goals are rarely understandable or clear and nobody is incented to tell you. Finding out what is wrong with the patient, who is managing it, what are the issues and considerations and what is going to happen next is much harder than the most complicated video game and more frustrating than the best mystery novel.
Loose the Lingo. In real life most people get it and most things can be explained simply or by analogy. Consumers and patients aren’t as dumb as we look. The professional nomenclature which marks guild membership is a turn-off and a barrier to effective care, especially in cases where the patient’s family or friends need to give the medical team data, context or information. Without understanding what’s going on and what the doctors are thinking about, patients and their loved ones edit the data they share which in turn can complicate or frustrate effective treatment. This holds true across many service businesses where professional ego and distance creates an unnecessary and counterproductive adversarial situation.
Consider Context. Every message to a human brain is processed through the state-of-mind filter. The hospital, by its nature, is a scary and disease filled place. Anxiety is ubiquitous. Add the scary visual of a loved one confined to a bed, near naked and uncomfortably hooked up to honking and beeping machines and your target customer is lost in a sci-fi world. You must factor in the emotional context of your target audience since all medical and stressful communication has to start with the understanding that the audience is disoriented, fearful, ignorant and anxious. Too often the medical professionals’ cool, professional and familiar context rather than the patient/family context drives the message and the communications style.
Get Real. Humans are physically and emotionally sturdy. Evolution has wired us to nimbly handle threats and to instinctively process information. There is little or no point in withholding information or attempting to guild the lily, especially to people supporting patients with chronic or persistent ailments. Nobody thinks medicine is a precise science. Everyone understands that there are multiple variables at play. But few of us have the patience to slog through dis-information or the knowledge to piece together the real story from fragments and snippets of data and opinion parsed through a large and unknown cast of characters.
Tackle the Topline. Take charge of the communications burden and tell customers or patients the topline. You have the affirmative, proactive communications burden. It’s not okay to hide, duck or wait till the customer or patient is red-faced, screaming or homicidal before sharing information. Everyone needs to understand where they are, what is happening next and what are the possible outcomes of the game. This is true if you are selling socks online, undertaking an eLearning exercise, or supporting a chronically ill relative.

The waiting and anticipation of the birth of a baby is an exciting time. The nine months it takes to create something so beautiful is worth the wait. It is worth the false alarms of Braxton-Hicks contractions. True labor contractions and needles from the IV are not fun but the baby is all worth it. The nurses coming in to look and poke at everything that was once private will not last long. The pushing out of a six to nine pound something with all the strength God gave is hard but after it is done the baby has arrived. After the baby’s birth there may still be some discomfort as the mom’s body adjusts back to normal. The baby has to go through some clean-up and tests. There is really no rest for mother or baby in the hospital. If it is a person’s first baby the nurses give information about how to change and feed the baby. Then in a couple of days or even less it is time to go home and start the adventure.

The nurses do not tell everything in the hospital. They tell the parents the basics of how the mom should take care of herself and get as much rest as possible. They do not tell about the baby crying and the parents trying everything to make the baby happy but nothing appearing to work, especially in the middle of the night when mom and dad are tired. If the mom has not returned to work but the dad has to get up early to provide for the family, the mom might want to consider staying up with the baby. The mom can sleep the next day whenever the baby sleeps. It seems easier said than done, especially if the mom is sensitive to light and the bright sun is telling her it is not time to sleep. The mom can try to keep the baby up in the daytime by letting in a lot of sunlight. Also making a lot of noise around the house to keep the baby from going into a deep sleep may work. The baby can take naps in the infant seat instead of laying down snug as a bug. It may be difficult the first several weeks to get the baby to get on a consistent schedule but it will change.

Doing other activities around the house like cleaning may seem nonexistent at this point. It is important for the parents of the new baby not to get overwhelmed with taking care of the baby and cleaning the house. The house should not be nasty but if it is a little out of order it is not the end of the world. The parents should focus on taking care of the mom and baby. Also if the baby has older brothers and sisters then that can be plenty to do. The older siblings have to adjust to the parents having a great deal of attention on the baby. The parents have to keep in mind that the older siblings have to get used to the new baby as well. They may want to pitch in and help by going to get a diaper or a blanket. Depending on the other kids’ ages they can help with chores around the house as well.

Bringing home the baby is an awesome time in a family’s life. It is not all about not getting sleep or getting anything done. It is a time to be joyful and thankful for the new addition to the family. Even through the seemingly stressful times the family still has to find peace and happiness. The family has to remember that the baby will not be a newborn forever and they will soon be wondering “where did time go” when the child starts to walk and talk.