Community Hospitals provide medical services for patients who require a short period of continuation of care, usually after their discharge from the acute hospitals. The types of care at the community hospitals include medical, nursing and rehabilitation care.

 

During the patient's stay at the Community Hospital, the healthcare staff will work with him to assist him in regaining certain levels of his physical functions, so that the patient can return home faster and resume your daily activities as much as possible.

Overall, the environment and facilities at the Community Hospitals are developed to help the patient in his recovery process. The facilities include rehabilitation gyms, therapy areas, inpatient beds, and mock-up HDB rooms (in some community hospitals).

 

There are currently 8 Community Hospitals in operation, each serving neighbourhoods across the island. While the care provided at each facility is generally the same, some community hospitals have developed their capabilities to offer additional services to assist patients with specific care needs such as complex wound care, palliative care, dementia, dialysis, etc.

 

Overall, the services provided by the community hospitals will help patients return to family and community life, engaging in their usual roles and responsibilities, and enabling patients to actively contribute to their social groups and society again.

 

a) Health Minister Gan Kim Yong once said, "there remain many challenges ahead, such as our ageing population and increased chronic diseases (such as diabetes, hypertension and dementia) that we need to manage." Community hospitals thus play a crucial role in Singapore's healthcare system.

 

Analyse how Ren Ci Community Hospital uses integrated marketing communication tools to reach out to its target members from the public about the services it provides. You are required to conduct secondary research for your answer.

 

b) Assuming the role of Marketing Communications Officer at Ren Ci Community Hospital, propose a public relations campaign using any three (3) appropriate public relations tools, with the purpose of reaching out to its target group.