Untapped Options

An AHA Press/Jossey-Bass Resource

Untapped Options is an invaluable resource for health care leaderswho want to help their organizations succeed. Bea Northcott andJanette Helm, experts in the field of health care management, havecreated a practical approach that explores how human resources andmarketing managers can combine forces and work together to createmission, vision, and values statements that will drive a commonstrategy to organizational excellence. Step-by-step, Northcott andHelm show how to implement this innovative approach that, once inplace, will contain costs, bolster employee satisfaction andproductivity, and increase customer satisfaction. List of Figures and Table xi

About the Authors xiii

Acknowledgments xv

The Untapped Option 1

Creating and Evaluating Mission, Vision, and Values 23

Implementing Mission, Vision, and Values 47

Linking Human Resources and Marketing 71

Recruiting and Motivating a Changing Workforce 97

Hiring the Right People 121

Training and Performance Development 139

Structuring Employee Benefits 159

Marketing 179

Beginning the Change Process 205

Index 213

BEA NORTHCOTT is president of Triple Impact, a consulting firm in Franklin, Indiana.

JANETTE HELM is an organizational consultant at St. Vincent Hospitals and Health Services in Indianapolis.