Healthcare Mergers, Acquisitions, and Partnerships:

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Healthcare Mergers, Acquisitions, and Partnerships

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Healthcare Mergers, Acquisitions, and Partnerships
An Insider's Guide to Communications

David Jarrard in partnership with Geisinger Health System    

Based on the experience of communicating critical healthcare mergers, this book is a practical guide to building a strategic communications plan to share the news of a healthcare organization’s merger, acquisition, affiliation, or joint venture.

Tried-and-true advice from experts who participated in 20% of hospital partnerships in 2012, this book will help you:

  • Develop practical steps to use while in the trenches of planning partnership communications
  • Build a communications plan that brings together all those involved in the announcement of a partnership, from C-suite insiders to outside counsel to communications
  • Differentiate your communication strategy as one that is unified, positive, and devoid of rumors
  • Identify what needs to be done when the deal is signed—or when it falls through

Take a look at the Table of Contents:

Section 1: The Communicator’s Guide

The Communicator’s Guide
     A New Vocabulary
     A Glimpse of the Future
     Culture Counts

A Road Map for Communications
      How to Use This Guide
      Ongoing Online Resource

What’s the Big Deal?
     Top 10 Partnership Terms to Know
     The Steps of a Partnership Transaction
     Partnership Structures

Communicating a Partnership
Change Management on Steroids
 How to Think About Partnership Communications
 Your Political Campaign

The Case for Communications: Take It From a Matchmaker

Section 2: The 10 Rules of Engagement

Rule 1: Get Smart. Stay Smart.
The Big Idea
The Best Practice: Create a Campaign Team
Take Action: Be a Reporter

Rule 2: Own the Message
The Big Idea
Take Action: Create Your Core Message

Rule 3: Be Transparent
The Big Idea
Take Action: Ask the Tough Questions

Rule 4: Think Like the Opposition
The Big Idea
Take Action: Plan for Opposition

Rule 5: The Messenger Is a Message
The Big Idea
Take Action: Build Your Spokes-Team

Rule 6: Get the Talk Right Inside, Then Out
The Big Idea
Take Action: Build Your Audience Lists

Rule 7: An Army of Advocates
The Big Idea
Take Action: Build a Grassroots Team

Rule 8: Overcommunicate
The Big Idea
Take Action: Develop Coordinated Communications Vehicles

Rule 9: Be Nimble
The Big Idea
Take Action: Listen, Listen, Listen!

Rule 10: Don’t Dance to Someone Else’s Music
The Big Idea
Take Action: Respond Responsibly
Take Action: Don’t Abandon “Every Day” Campaigns

Section 3: Of Particular Note …

The Power of Digital Media
Simple yet Unique: Why a Deal Website Matters
The Next Step: Social Media
So, Do I Turn on or up the Social Media Now?

Partnerships Old and New
Risk and Opportunity Management

Troubleshooting: What to Do When
Faith-Based to Secular Conversion
Not-for-Profit to Investor-Owned Conversion
Name Change
Antitrust Concerns
Winning the Public Referendum
Facility Repurposing

It’s Not Over When It’s Over
The “New Normal” Campaign
Using the Rules in a New Way
Two Parallel Tracks
Three Phases

If the Deal Fails

Get Inside Their Head:  Unique Considerations for Not-for-Profit Leaders Considering a Partnership

Case Studies

Reinvented: A New Future for a Community Hospital


About the Author

David Jarrard

David Jarrard is a strategic healthcare public affairs counselor and recognized expert in healthcare transaction communications. He is the CEO of Jarrard Phillips Cate & Hancock, Inc., a healthcare public affairs firm that helps hospital leaders use communications and political thinking during times of significant change. With offices in Nashville and Chicago, the firm is among the largest healthcare public affairs firms in the United States.  Over the last 20 years, the professionals at Jarrard, Inc., have built and managed more hospital partnership campaigns than any other healthcare public affairs firm in the country.

Published: June 2013