The new Schedule H which is part of IRS form 990 is a mechanism which standardizes the reporting of charity care and other community benefits.  It is also a chance to tell your story.

This is a time of exceedingly scarce resources, when every state and every municipality is struggling to fill huge gaps in their budgets.  Many communities are looking to fill the budget holes by taxing or otherwise exacting payments from tax-exempt institutions of higher learning and from hospitals.

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People are busy, and want quick take-aways from what they read. This is especially evident now that folks text and twit in an evolving, abbreviated language. Marketing communicators may not be able to use emoticons or phrases like “C U later” in their work.  But the effectiveness of tight writing cannot be overestimated, whether in a press release, web post, or annual report, where space is also an issue. Hope these tip and tricks help.

1. Less is more.

Overstatement dilutes your message. Example of a lede: The elementary school Michelle attends is in a terrible state of physical disrepair, with many deteriorating red bricks on the front and sides of the building, along with ceilings tiles that have large rings of brown water stains.

Tightened: Michelle's school is marred by crumbling bricks and stained ceiling tiles.

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It is almost a cliché to say that we work within tight budgets. Budget constraints and budget reductions are no longer a short term situation, it is now the new reality within which we work and try to achieve measurable results. Tactics that can expand those tight dollars are worth their weight in gold. Here is one for your consideration. 

Accessing a grassroots network can extend the reach of most any advertising campaign. The grassroots network can often reach pockets of the market left unearthed by research and traditional advertising vehicles. (And of course, you will gain exposure for your message far beyond the actual dollars you spend.)

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By Patricia Giramma, Southcoast Health System

Southcoast recently entered the world of social media, creating presences on Facebook, Twitter and YouTube. The three channels are designed to work together and in tandem with Southcoast’s public Website to help increase community health awareness and keep people up-to-date on happenings at Southcoast. Jim Rattray, Vice President of Marketing & Public Affairs, recently chatted with Coastlines about the importance of using social media channels to give Southcoast patients and the entire community a new way to communicate with Southcoast Hospitals.

What brought about the decision to venture into the world of social media?
We are keeping up with the way people get their news and information. Television, newspapers and even radio stations are changing the way they cover news, downsizing their staffs and their coverage. It’s important for Southcoast to change with the times and continue to find ways to keep community members and the media up to date on local health care issues. Social media outlets like Facebook, Twitter and YouTube help us do that.

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