Charles Hendricks, Senior Director of Marketing and Public Relations

     Like anything else, the healthcare industry has experienced significant changes over the years. Having to respond to these numerous changes are the marketing professionals, those healthcare workers on the front lines of communication efforts. Charles Hendricks, senior director of marketing and public relations at North Fulton Regional Hospital, knows the industry well and has learned how to function in this ever-evolving environment.

     Hendricks has been in the healthcare marketing field for 15 years with eight of them being at North Fulton Regional Hospital. Enthusiastic about his role, he enjoys working with the variety of people that comes along with the healthcare industry, including physicians, hospital employees and community members.

     “I enjoy the challenge and team approach of working with the various stakeholders involved in helping to launch new programs,” Hendricks said. He recognizes that in order for a
hospital’s programs and services to be successful, they must have the passion of the employees, who commit themselves to delivering quality care; the faith and trust of physicians, who generate referrals; and the confidence of the consumers, who have the right to go anywhere for medical care. While it is the responsibility of human resources to hire passionate employees dedicated to quality, it is the marketing department that takes on these other two tasks.

     “Healthcare has become extremely competitive over the years,” Hendricks said. “As more providers—including hospitals, physicians, outpatient centers and clinics—all work to attract customers (patients) for services, it is critical to have your organization stand out as a provider of choice.” This combined with the consumers’ need to be informed and educated about healthcare options puts a hefty job on the shoulders of marketing professionals.

     “Both situations require marketing communications to focus a significant amount of attention to educating consumers on true quality and service…but the bottom line is you have to be known and recognized in the marketplace.”    

     Sometimes these tasks can be challenging, especially as the market grows and more options become available for healthcare. Physicians and consumers now have many choices from which to choose for various medical services, requiring hospitals and other medical services to rise above healthcare “noise.” It is often difficult, however, to fully leverage these opportunities as the pool of providers is so deep.

     “This is an industry that is not typically ‘top-of-mind’ for consumers in their day-to-day lives,” Hendricks explained. “Consumers may only devote attention to healthcare services at the time they need them.”

     In fact, except for emergency services, most hospital programs and services require referrals from physicians. So while consumer awareness is essential to instill trust and good will, it means nothing if the physicians choose not to refer.

     To battle his way through the crowd that is the healthcare industry, Hendricks keeps his focus on the number one goal of North Fulton Regional Hospital: quality service. By applying this goal to each and every marketing effort, he consistently reinforces this broad mission.

     “When you really break it down, our job is to help inform our customers about the services we offer and why they should want to choose us…If the organization is doing the right things—and doing them well—I think the most successful ‘marketing’ comes from providing great customer service and proven quality programs.”

     Charles Hendricks is a native of Georgia who received his Bachelor of Business Administration, management concentration, from Georgia Southern University and his Master of Business Administration, marketing concentration, from Georgia State University. He now resides in Cumming, Georgia with his wife, Marlene, and their two children.

     For more information about North Fulton Regional Hospital, its medical staff or its various programs and services, visit www.northfultonregional.com.