Although the American Hospital Association is targeting hospital and health system leaders with these guidelines, their execution requires key PR/marketing input and strategy during the contemplation stage of new ownership. Here's a heads up on the guidelines that most affect you:
Regularly listen to the community and identify its future health improvement needs. Ensure there is a plan for the provision of care to the underserved in the community and for the continuation of other essential community services.
Before considering a change in ownership or control adopt criteria for evaluating any such change before examining proposals. Conduct a study to assess various options for change that may be available to your organization and community.
Evaluate proposed changes in ownership or control by assessing community health improvement needs, your organization's values and mission, the protection and use of community assets and organization financial viability.
Educate and inform your community about the changes taking place. This communication strategy should include: the evaluation and decision-making process involved in the transaction and how the transaction will benefit the community; the opportunity for public comment on transaction before it is final; and informing the appropriate state official of the terms of the transaction once a letter of intent is signed.