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2016: CannabisNews PRSRT STD
A Year Florida: U.S. Postage
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Jupiter Marijuana 101 PAID
Medical for Florida West Palm Beach, FL
Center Physicians
Permit #4595
page 29 page 32
Volume 13 • Issue 6 • $5.00 December 2016
THE REGION’S MONTHLY NEWSPAPER FOR HEALTHCARE PROFESSIONALS & PHYSICIANS
SPIRITUALITY PUBLIC
RELATIONS &
Spiritual Care at Broward Health MARKETING
Imperial Point: Nursing the Spirit
as the Spirit of Nursing
BY MAXINE HIGGS, RN
Rema Deo Over the past two decades healthcare Jane Grant
literature suggests that trying to define
HIPAA and describe spirituality is like trying to A Case Study
“lasso the wind.†Although the wind can in Successful
Enforcement – be felt and its effect seen, it cannot be eas-
ily conceptualized. Spirituality is derived Medical
Are You Ready from the Latin word spiritus meaning Marketing
breath, and relates to the Greek word
for 2017? pneuma, which means breath or wind.
Breath is an apt metaphor as it connects
BY REMA DEO the body with our spirit or soul. The
American Holistic Nursing Association
HIPAA enforcement is getting more (AHNA) defines spirituality as “the unify-
serious in 2017 – are you ready? Director ing force that permeates life, shapes our life journey, and is vital to the process of dis-
of the Office of Civil Rights (OCR) covering purpose, meaning and inner strength.â€
Jocelyn Samuels has classified digital
threats as a public health crisis. OCR is In the past, spiritual care in nursing has often been perceived as taboo because it is
ramping up its HIPAA enforcement activ- out of nursing’s scope-of-practice. While the physicians are experts at understanding
ities including audits to include desktop diseases from the perspective of bodily functions and systems, spirituality focuses on
and comprehensive on-site audits of cov- disease from the perspective of “… the anxiety, the fear and even the dread†that it
ered entities as well as business associ-
ates. Much of the funds collected this Continued on page 21
year from OCR enforcement efforts are
being funneled into the audit program. HEALTH CARE REAL ESTATE BY JANE GRANT
OCR Deputy Director Deven McGraw
has also announced that they may open a Palm Beach Gardens In the medical industry, as in any other,
compliance review especially if OCR Medical Center to Undertake successful marketing is about being
finds a significant risk to Protected known for something specific that moti-
Health Information (PHI) or if an entity $20 Million OR Renovation vates people to seek you out. Examples
being audited does not respond to a abound in the realm of consumer goods
request for documentation. In addition to BY VANESSA ORR and services. You say “Nordstrom†and I
OCR enforcement, it is also expected that say “service.†You say “FedEx†and I say
the Federal Trade Commission (FTC) This November, Palm “reliable.†You say “Volvo†and I say “safe.â€
and state governments may start to weigh You get the picture. Each of these compa-
in more heavily on patient privacy and Beach Gardens Medical nies has built a powerful brand by owning
consumer protection. Though the regula- a quality that people want or need.
tory landscape may be subject to changes Center began a $20 million
under a new Administration in 2017, the The following real-life example illus-
threats are clear and therefore cyber secu- project to build four new trates how this strategy, when managed
rity and HIPAA compliance remain an well, can deliver spectacular results for a
important priority. operating rooms suites and hospital or medical practice. For the past
five years, my public relations firm has
What should healthcare entities be renovate its pre- and post- worked with a surgeon to help build what
watchful for in terms of cyber security is now his booming practice. Our job is
and HIPAA? Ransomware remains a operative areas. The project, made particularly gratifying by the fact
strong threat to healthcare practices. that this doc really “gets it†when it comes
which is expected to take to media and marketing. The cornerstone
Continued on page 6 of his marketing is a blog that now gets
18 months to complete, is 5,000 visitors per month, an astounding
number by any measure. The people who
designed to provide better find him from around the world are look-
ing for a surgeon who specializes in diffi-
patient care by utilizing the cult cases and has a concierge-style prac-
tice. That’s the bullseye on our target.
latest technology. Jeffrey M. Welch Teresa Urquhart
“Palm Beach Gardens Continued on page 12
Medical Center is already known for its world-class cardiac care, as well as its excellence
in general surgery, orthopedics and spine,†said CEO Jeffrey M. Welch. “Now we’re tak-
ing our surgical area to a whole new level by adding additional suites and technology.â€
Plans call for building four new 800 sq. ft. operating room suites outside the footprint
Continued on page 14
www.southfloridahospitalnews.com
