The Financial and Jobs Pictures According to the latest data, US healthcare spending increased 5.3% for 2014, because of expansion of the Affordable Care Act and increasing prescription drug prices; however, the increase in out-of-pocket costs was the fifth lowest ever. Although total hospital care spending increased 4.1% during 2014, compared to 3.5% for 2013, the rate of increase in hospital prices was less during 2014, at 1.3%, compared to 2.2% for 2013. The US Bureau of Labor Statistics reports that healthcare occupations contributed the most new jobs (2.3 million) to the US labor force for the period 2014–2015. Employment at private hospitals will increase 8.2%, to 5.18 million, by 2024.

Hospitals by the Count According to the latest data from the American Hospital Association (AHA), the 2014 Annual Survey, there were 34.88 million total admissions at US registered hospitals, with 33.07 million of them at US community hospitals. Of the 4,926 community hospitals, 3,071 were defined as urban hospitals and 1,855 as rural hospitals. US community hospitals accounted for 87.2%, or 786,874, of the total staff beds at all US registered hospitals (902,202). The 2016 Health Analytics™ 100 Top Hospitals® report revealed that the top 100 hospitals had 23% fewer deaths and 21% fewer complications than expected, compared to 5% more deaths and 6% fewer complications at hospitals not in the top 100.

Focus on Patients According to the 2015 National Healthcare Quality and Disparities Report, the percentages of uninsured adults, 18–64, decreased for all poverty status and ethnic/racial groups during the period 2010–Q2 2015. The overall rate of hospital-acquired conditions declined 17% during the period 2010–2014, with the largest declines in adverse drug events, catheter-associated urinary tract infections and pressure ulcers. The Hospital Consumer Assessment of Healthcare Providers and Systems reported that consumers in South Dakota gave its hospitals the best overall rating of 78. New York and New Jersey had the lowest rating, 64 for each.

Initiatives in Outpatient Care Investments According to HealthLeaders Media’s 2015 Ambulatory & Outpatient Care Survey, 84% of the participating healthcare and hospital executives and physicians said that, “the industry shift to ambulatory/outpatient care represented an opportunity.” Of all respondents, 51% said partnering with physician organizations was the #1 method for expanding their ambulatory/outpatient care, followed by acquire or establish physician organizations, 48%, and partner with community-based organizations, 46%. Expanding their investment in ambulatory/ outpatient care facilities was the #1 expectation of 56% of the survey participants, compared to acute care surgery or operating room, 18%; general acute care, 16%; and emergency department, 11%.

Barriers to Progress According to recent projections, there will be a 61,700 to 94,700 shortfall of physicians by 2025. While the numbers of primary care physicians and medical specialists are expected to increase, the shortfall in surgical specialists will total 25,200 to 33,200. From 2014 to 2025, the population of Americans, 65+, will increase 41%; and they have a much higher per capita consumption of healthcare than younger Americans. A November 2015 study reported that more than 75% of US hospitals had initiated a basic or better electronic health record (EHR) system; however, many small and rural hospitals don’t have the financial resources to put a system in place.

Advertising Strategies Hospitals can certainly emphasis their overall and specialties rankings in their marketing efforts; however, they and the public are better served when the messages are based on the human element, in the form of testimonials and case studies. As many hospitals have discovered, a combination of direct mail and TV is the best marketing/advertising strategy to reach and maximize brand awareness with Baby Boomers and other seniors who will be the largest source of future hospital admissions. As the hospital industry moves toward a value-based service model, marketing messages will have to explain why and emphasize how hospitals are investing in ambulatory care/ outpatient services to address more patients’ conditions in the c ommunity or home.

New Media Strategies Hospitals will find it valuable to initiate aggressive mobile marketing programs to communicate with young adults to establish long-term relationships. Content can emphasize the value of various tests at appropriate life stages and diet and fitness improvements. Videos should be a primary portion of a hospital’s social media content, with video explanation(s) of the admissions process; the daily schedule of various types of patients; overviews of specialties; professional profiles of physicians, surgeons, nurses, etc. Hospitals can expand their recognition as their community’s center for healthcare by using their Website and social networks to be the community’s primary source of information about health events and other preventive care programs.