Question 1- I would launch a program to get people to come to the hospital. I would have tours and also interviews with the doctors and past patients. Commercials with their testimony would work really well. Also have billboards and other ads expressing the idea that our patients love us.
Question 2- The cornerstone would be the best unknown hospital. Once you get to know us you will love us. Use the fact that your unknown to your advantage. Tell people to try out your hospital.
Question 3- I would accomplish this by getting a strong website. Follow all the guidelines like easy to follow and not to complex. Also a strong ad campaign is necessary. You also have to make sure that your hospital is ready for an increase in patients. If they are not then you should not be trying to grow. Also you must ensure that nothing will change when more people come.
Question 4- To build support inside the hospital I would but the testimonies of the past patients in hallways. It would not only build support in patents but also the employees will gain confidence as well. Outside I would have strong advertisments all around town and also make sure the board and other adminstraters new what we were trying to accomplish
Question 5- I would use an internet survey with incentives. Coupons or cash would work best to get people to take the survey to let us know how they feel about the area’s hospitals. Also to see how our plan is working have the new patients fill out a survey and see why they decided to come to you hospital. If it is because of the new communication strategies then you know that they are affective.
Jbgraney's Blog 
James,
I think you are so wise to mention that the hospital needs to be ready for an influx of patients if the campaign is successful. I’ve seen situations where organizations did not prepare for the changes a good PR campaign can produce so they ended up negated much of the goodwill they gained from the campaign!
Dr. Schultz