ABSTRACT
I recently changed jobs, moving to a nonprofit, nontax-supported community hospital. On the surface level in my new position, I have had to put a fair amount of energy into just learning a “new language,” figuring out who does what, and even finding my way around a complex building. Overlying this, and primary to the marketing and public relations function, is the “redesign” of our operations, on which the hospital has just embarked. Our external environment is changing drastically. We have to work smarter if we want to survive.
