2010

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WhaL We know:

1he repuLaLlon of uocLor's ln uLah has decllned over Lhe pasL Len years. SlxLy-Lwo
percenL of uLahans feel LhaL docLors pracLlce solely for moneLary galn, 31 say docLor/paLlenL
relaLlonshlps have deLerloraLed and 100 feel LhaL docLors do noL care abouL paLlenLs as much
as Lhey have ln Lhe pasL. 1he ma[orlLy of people polled Lhlnk more hlghly of Lhelr personal
physlclan Lhan medlcal professlonals ln general.
1here are many facLors ln Lhe medlcal lndusLry LhaL conLrlbuLe Lo Lhe deLerloraLlon of
docLor/paLlenL relaLlonshlps. llrsL, Lhe hlgh sLress work envlronmenL. Second, hlgh cosLs of
medlcal care. llnally, lncreased populaLlon, lower-lncome on average for uLah docLors and
hlgher educaLlon requlred Lo pracLlce all affecL Lhe medlcal lndusLry ln uLah.
WhaL We SLlll need 1o know:
1here are several areas ln Lhe medlcal fleld LhaL requlre furLher clarlflcaLlon.
unanswered quesLlons lnclude: Pave hosplLals lmplemenLed procedural changes ln elLher
managemenL or paLlenL relaLlons? ls Lhere sLandard hosplLal proLocol LhroughouL Lhe sLaLe?
WhaL ls Lhe lengLh of an average docLor's appolnLmenL and how many are Lhey able Lo Lake?
We need Lo gaLher more lnformaLlon on how Lo lmprove docLor's relaLlons wlLh Lhelr paLlenLs.
We need Lo know each parLles oplnlon lncludlng mass medla, docLors and paLlenLs. Pow do
economlcal, eLhlcal and pollLlcal Lrends affecL Lhe medlal lndusLry? Where do Lhe proflLs come
from ln Lhe medlcal lndusLry?
Cur poLenLlal key publlcs lnclude men and women ages 30 and above, docLors, hosplLal
managemenL, moLhers, expecLanL moLhers, hosplLal Chlefs of Medlclne, hosplLal sLaff,
physlclan's asslsLanLs, nurses, pollLlclans, execuLlve dlrecLor of Lhe uLah Medlcal AssoclaLlon,
lnsurance provlders and medla. 1he poLenLlal key lnLervenlng publlcs are oplnlon leaders,
newspaper [ournallsLs, radlo Lalk show hosLs, Lelevlslon [ournallsLs, chanels 2, 4, 3, and 13,
malpracLlce lnsurance provlders, hosplLal/lnsurance provlders, bloggers, medlcal assoclaLlons,
congress, peers and famllles.
DB 8*?$(?*#, E,(340*0
CurrenL slLuaLlon and descrlpLlon of challenge/opporLunlLy:
8ased on a survey conducLed by !"# %&'( )&*# !+,-./#, paLlenLs as a whole vlew docLor
LreaLmenL as deLerloraLlng over Lhe pasL Len years. SlxLy-Lwo percenL of paLlenLs belleve LhaL
docLors are more lnLeresLed ln flnanclal galn Lhan quallLy paLlenL care. MosL paLlenLs LrusL Lhelr
personal physlclans more Lhan Lhe medlcal professlonals ln general.
oLenLlal dlfflculLles and relaLed problems:
oLenLlal dlfflculLles resL ln Lhree areas. llrsL, docLors may feel Lhey have noLhlng Lo
lmprove or lack Lhe auLhorlLy Lo change procedures. Second, hosplLal managemenL mlghL vlew
procedural changes as lnefflclenL. 1hlrd, paLlenLs could be skepLlcal abouL procedural changes.
FB '#". /"#G3.)
uocLor-paLlenL relaLlonshlps have deLerloraLed, lf Lhls conLlnues Lhe medlcal professlon wlll lose
lLs repuLaLlon and experlence moneLary loss.
HB !#(30 (,9 >GI.7?*J.0

1he uLah Medlcal AssoclaLlon's goal ls Lo rebulld docLors' repuLaLlons wlLh paLlenLs.
Cb[ecLlves
1. Lower Lhe lmpresslon LhaL docLor's prlmary lnLeresL ls flnanclal galn by 30 ln slx
monLhs.
2. lmplemenL hosplLal pollcy LhaL wlll lncrease paLlenL saLlsfacLlon by 63 ln slx monLhs.
3. uemonsLraLe, ln slx monLhs, LhaL Lhe ma[orlLy of uLah resldenLs approve of
docLor/paLlenL relaLlonshlps.
4. lncrease poslLlve medla coverage of Lhe medlcal fleld by 40 ln slx monLhs.

KB L.4 /$G3*70 (,9 -.00(+.0
key ubllcs
1. Medla: Covered ln ob[ecLlves 1 and 4.
a. Self-lnLeresLs: CeLLlng a good sLory, repuLaLlon, vlewers, money, Llme, deadllnes.
b. Message: 1o offseL Lhe decllne ln docLor/paLlenL relaLlonshlps we are lmprovlng
Lhe communlcaLlon skllls of our docLors and changlng hosplLal operaLlons.
2. uocLors: Covered ln ob[ecLlves 1 and 2.
a. Self-lnLeresLs: Money, Llme, repuLaLlon, legal, personal/famlly Llme, paLlenLs,
hosplLal, educaLlon, pollcy, Laxes, personal healLh.
b. Message: lmprovlng your relaLlonshlps wlLh paLlenLs wlll lncrease Lhelr
saLlsfacLlon. 1hls wlll beLLer your work envlronmenL, lncrease paLlenL loyalLy and
personal saLlsfacLlon, and ralse your salary.
3. aLlenLs: Covered ln ob[ecLlves 1 and 3.
a. Self-lnLeresLs: Money, Llme, healLh, relaLlonshlps, lnsurance, experlence,
personal knowledge, quallLy of care, lf Lhe docLor seems lnLeresLed ln Lhem as a
person.
b. Message: ?our concerns wlLh docLor relaLlonshlps are well-grounded, and your
saLlsfacLlon ls lmporLanL Lo us. 1o address your concerns, we are changlng Lhe
way our docLors communlcaLe and how our hosplLals operaLe.
4. ManagemenL: Covered ln ob[ecLlves 1 and 2.
a. Self lnLeresLs: Money, lnsurance coverage, repuLaLlon, pollcy, medla coverage,
paLlenL saLlsfacLlon, power, Lhe boLLom llne."
b. Message: 8y emphaslzlng paLlenL needs, cusLomer saLlsfacLlon wlll lncrease and
lead Lo lower cosLs and hlgher revenues.

MB 8?"(?.+*.0 (,9 =(7?*70

SLraLegy Cne:
1hrough Lhe use of mass and face-Lo-face communlcaLlon we wlll moLlvaLe docLors Lo
lmprove Lhelr communlcaLlon skllls and bulld personal relaLlonshlps wlLh paLlenLs.
1acLlcs:
We wlll run Lhe radlo SA over publlc radlo Lo lnform docLors abouL Lhe change LhaL Lhe
uLah Medlcal AssoclaLlon ls Laklng.
8uslness consulLanLs wlll assess Lhe problems ln Lhe medlcal process, and conducL
semlnars Lo lmprove docLor/paLlenL relaLlonshlps.
SLraLegy 1wo:
We wlll change Lhe medla's percepLlon of paLlenL care and hosplLal managemenL Lhrough
mass and lnLerpersonal communlcaLlon.
1acLlc:
We wlll hold a press conference Lo answer Lhe press's quesLlons.
SLraLegy 1hree:
We wlll galn hosplLal managemenL's supporL for lmplemenLlng pollcles Lo sLrengLhen
docLor/paLlenL relaLlonshlps and beLLer paLlenL care by uslng mass and personal
communlcaLlon.

1acLlc:
8uslness consulLanLs wlll assess Lhe problems ln Lhe medlcal process, and conducL
semlnars Lo lmprove docLor/paLlenL relaLlonshlps.
SLraLegy lour:
We wlll esLabllsh paLlenL LrusL ln docLors and bulld confldence ln uLah medlcal provlders
by uslng mass and lnLerpersonal communlcaLlon.
1acLlcs:
We wlll send an lnformaLlve news release Lo local news ouLleLs Lo lnform Lhe publlc LhaL
Lhe problem ls belng resolved.
We wlll dlsplay posLers ln promlnenL local places Lo lnfluence people LhroughouL Lhelr
nelghborhoods.
We wlll dlsLrlbuLe brochures LhaL address concerns and offer soluLlons Lo paLlenLs ln
local hosplLals and cllnlcs.
We wlll send an lnformaLlve vldeo news release Lo local news ouLleLs Lo lnform Lhe
publlc LhaL Lhe problem ls belng resolved.
lnLerneL adverLlsemenLs wlll provlde an lnLeracLlve plaLform for uLah resldenLs Lo
recelve lnformaLlon abouL Lhe medlcal slLuaLlon.

NB '(3.,9(" O8.. (??(7:.9P
QB ;$9+.? O8.. (??(7:.9P
RB 6SE
ATB 2J(3$(?*#, '"*?."*( (,9 =##30
Cb[ecLlve Cne:
CrlLerla: uLah clLlzens' lmpresslons LhaL docLors are moLlvaLed by moneLary galn are 30 lower
Lhan Lhey were slx monLhs ago.
1ool: 8epllcaLlon of uMA survey slx monLhs afLer campalgn launch.
Cb[ecLlve 1wo:
CrlLerla: aLlenL saLlsfacLlon wlLh hosplLal pollcles has lncreased 63 ln Lhe pasL slx monLhs.
1ool: 8epllcaLlon of uMA survey slx monLhs afLer campalgn launch.
Cb[ecLlve 1hree:
CrlLerla: 1he ma[orlLy of uLah resldenLs approve of Lhe change ln docLor/paLlenL relaLlonshlps ln
Lhe pasL slx monLhs.
1ool: 8epllcaLlon of uMA survey slx monLhs afLer campalgn launch.
Cb[ecLlve lour:
CrlLerla: oslLlve medla coverage of Lhe uLah medlcal fleld has lncreased by 40 ln Lhe pasL slx
monLhs.
1ool: 8epllcaLlon of uMA survey slx monLhs afLer campalgn launch.

























Restoring Utah!s Faith In Health Care

Salt Lake City, Utah, USA - Utah Medical Association, the medical trade association to
which most Utah doctors belong, that provides regional health care to the people of the
state, is improving top-to-bottom the way its members physicians provide their services.
Those working in the health care facilities as well as the patients will be receiving the
benefits of this change.

All across the nation, the view of patient/doctor relationships has wavered, and it is the
goal of the UMA to honestly rebuild that trust that was present for so many decades,
said James Alexander, President of UMA, From hospital administration to doctor
training, the system is being refined and directed to meet the needs of the public.

Hospital staff will be trained in various categories. They will be working in better
conditions and trained to handle the customer!s needs on a higher level. Doctors will be
well-rounded with high level communications skills. Having a good personal relationship
with a doctor is considered very important to patients, and this bond is first priority to the
new system.

For more detailed information, the UMA can be contacted by phone or online at
www.utahmedicalassociation.com. They are also providing personal orientation
sessions at their health offices to inform patients of the changes coming to their
community.

Contact:
Joe Rogers
Vice President of Marketing
801-747-3500
Salt Lake City, Utah, USA
joe@uma.com









!"#$$ &'()#"#(&#

A press conference is a well-planned media event in which an organization/individual invites journalists to hear them
speak and address questions. Television stations and networks really value news conferences because todays TV
news programs air for hours at a time and they need ever-larger quantities of footage. Listed below is a suggested
format for a press conference:

I. Welcome and Introduction

A. Welcome and thanks to media correspondents, doctors, patients, etc.
B. Statement of subject and objective of the press conference.
1. Goal: The Utah Medical Associations goal is to rebuild doctors
reputation with patients.
2. Objective of press conference:
a. Help increase the knowledge of patients and the media regarding the
UMAs awareness of the problem and activity relating to
improvement.
b. Increase positive media coverage of medical profession.
C. Preview of scheduled speakers (names, background and affiliations) and
brief statement of what each speaker will talk about.
D. Introduction of speaker #1

II. The Utah Medical Associations Effort (Speaker #1)

A. Status of public health effort to enhance doctor/patient relationships.
B. Actions being taken:
1. Seminars for doctors and hospital management.
2. Improve communication.
C. Introduction of speakers #2 & 3.

III. The Doctors who want improvement (Speakers #2 & 3)

A. Job obstacles that have led to the changing opinions of patients.
1. Policies
2. Procedures
B. How they will individually be trying to combat the negative opinion of
doctor/patient relationships.
C. Introduction of speaker #4.

IV. Hospital Administrator (Speaker #4)

A. How changes will improve the relationships and trust between patients and
their doctors.
B. Overview of past, current, and future patient care initiatives.
C. What patients can do to help achieve better appointments and consequently
better relationships with their doctors.

V. Question and Answer Session

VI. Wrap Up/Closing Statement
















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ulalog:

A recenL polls has shown LhaL relaLlonshlps beLween docLors and paLlenLs have decllned 31 percenL ln
Lhe pasL 10 years, and LhaL 100 percenL feel LhaL docLors do noL care anymore. 1he decllne of
relaLlonshlps has been an lssue LhaL uocLors and Lhe uLah Medlcal AssoclaLlon have begun Lo Lake very
serlously and have sLarLed acLlng upon. uocLors are recelvlng Lralnlng Lo help lmprove Lhelr
communlcaLlon and Llme-managemenL skllls and hosplLal operaLlons are belng changed Lo meeL
paLlenL's needs more Lhoroughly.
1he uLah Medlcal AssoclaLlon ls worklng rlghL now on helplng ouL Lhls slLuaLlon. aLlenLs concerns wlLh
docLor relaLlonshlps are well-grounded, and your saLlsfacLlon ls lmporLanL Lo Lhem. 1o address your
concerns, Lhey are changlng Lhe way Lhelr docLors communlcaLe and how Lhelr hosplLals operaLe by
changlng pollcles LhaL wlll allow Lhem Lo beLLer meeL Lhese needs.
1hey are changlng and are dedlcaLed Lo provlng whaL ls lmporLanL Lo you, because afLer all, Lhey are [usL
people servlng people.






























'#"".7?*#,(3 /"#+"() >$?3*,.
ln May 2010, flve professlonal buslness consulLanLs wlll assess Lhe needs of Lhe uMA,
conducL a program for lmprovemenL and perlodlcally follow up. 1he comprehenslve cosL of Lhe
program wlll be four hundred Lhousand dollars and lL wlll conclude ln May of 2011.
May 1, 2010 - AssessmenL of needed changes and leadershlp capablllLles
May 2, 2010 - Lxamlne Lhe medlcal process sLep-by-sLep wlLh all lnvolved employee levels Lo
dlscover facLors of Lhe problem.
May 3, 2010 - rlorlLlze lssues and presenL an lmprovemenL plan
May 2010 - Aprll 2011 - Cnce a monLh conducL Lhree and one half day workshops wlLh cross
funcLlonal work groups Lo lmprove flawed medlcal processes.
!une 2010 - Aprll 2011 - Assess effecLlveness of lmplemenLed pracLlces, enforce correcLlons,
and follow-up wlLh uMA employees ln sysLemaLlc, perlodlc audlLs.