From the Ground Up: The Role of Marketing and Public Relations in Designing a New Healthcare Facility

More often than not, marketing and public relations professionals are not part of the facility design team, which means lost opportunities to deliver the best possible experience for patients. From the Ground Up: The Role of Marketing and Public Relations in Designing a New Healthcare Facility is the result of more than two years' work on the design, building, and opening of a 94,000-square-foot Outpatient Care Center by Martha Jefferson Hospital, Charlottesville, Virginia. Written by the hospital's director of marketing, Lorry Crawford Hauser, and director of public relations and strategic communications, Ann Canter Nickels, From the Ground Up takes readers step-by-step through the process of developing a new facility--from shaping the services and the building itself, to conducting market research and ensuring that the facility delivers on the organization's brand promise, to shaping public opinion through marketing communications and opening events. In this book, Hauser and Nickels demonstrate how marketing and public relations professionals can influence the design process for the better every step of the way.