Marketing the charitable image of the non-profit hospital.

Because of nonprofit hospitals' charitable contribution to communities, the great majority of these nonprofit hospitals deserve their tax-exempt status. In order for them to maintain this status, hospitals must promote their charitable image in the community. The hospital that is successful in promoting this image will benefit in several ways: 1. The citizens of the community will look on the hospital in a favorable light. 2. The local and state government officials will not feel compelled to vigorously pursue hospital tax dollars. 3. Those people in the community who need charity care will know of its availability. 4. New taxing legislation is less likely to be passed if the legislators know that their public is well educated on the benefits the hospitals provide. Over the years, the image of the hospital has become that of a business rather than that of a charitable service organization. The public has been inundated with information by the media on the business of healthcare rather than the social service role of the hospital. In order for nonprofit institutions to survive, they will need to communicate otherwise the public will remain ignorant, and the repercussions could be disastrous.