As the healthcare debate remains a top concern for state and federal lawmakers, rural hospitals across Texas continue to struggle to provide much needed healthcare to the people of their community.

Between 1987 and 1993, Texas led the nation in hospital closures by nearly 20 percent. Many of the hospitals were in rural areas and closed because of low patient volumes and insufficient reimbursement from the government. Today, access to rural healthcare continues to be a challenge.

“Illness knows no boundaries. Healthcare shouldn’t either,” said David Pearson, president and chief executive officer of the Texas Organization of Rural & Community Hospitals (TORCH). “Rural communities should have the access to the highest quality healthcare as those in larger metropolitan areas. We need to do what we can to ensure this is possible.”

It was for the reason of hospital closures in the late 80s and early 90s that TORCH was founded 20 years ago. As a nonprofit organization, TORCH serves as an advocate for rural and community hospitals in Texas. The organization also serves as a leader in information technology and provides interim management and recruitment services for member hospitals.

“TORCH understands the challenges hospitals in these areas face, and represents them through political reform on state and federal levels,” Pearson said. “With more than half of the state medically underserved, we must do what we can to ensure rural and community hospitals keep their doors open and make way for new hospital districts in the areas that need them most.”

Moving forward, TORCH remains committed to successfully helping hospitals through challenges such as healthcare reform—on both state and federal levels. The adoption of health information technology continues to remain a priority as well, but successfully purchasing and installing these systems isn’t without great financial roadblocks.

“Rural and community hospitals continue to face on-going challenges, especially in workforce and infrastructure,” Pearson explained. “Without proper advocacy and support for them, they will not have the ability to serve their patients—which is already the huge challenge.”

TORCH is the only organization in the nation dedicated to assisting general acute care hospitals of 150 beds and less by addressing the issues unique to rural and community hospitals. Founded in 1990, the Austin, Texas-based organization provides legislative and regulatory advocacy, specialized programs, publications, services and resources for members. For more information feel free to ask me, or visit www.torchnet.org.

National Respiratory Care Week is coming up, October 25-31, and hospitals and healthcare facilities across the nation will be ramping up their communications programs to urge their communities to take a closer look at their respiratory health.

National Respiratory Care Week is celebrated on an annual basis during the last full week of October to bring lung health issues to the attention of the public. There are many different kinds of diseases that affect the respiratory system. Lung disease is the number one cancer killer in the U.S. because we often overlook the symptoms and preventative measures. Many healthcare providers promote health awareness weeks, such as this one, because it is important to build awareness about diseases and conditions that adversely affect one of the critical organ systems in our body.

Respiratory complications can be caused by a number of known diseases including alpha-1 antitrypsin deficiency, asthma, chronic obstructive pulmonary disease (COPD), cystic fibrosis, lung cancer, mesothelioma, sleep apnea, and tuberculosis.

Health professionals agree that of all the precautions we can take to help prevent respiratory illnesses, not smoking tops them all. Statistics show that smoking-related healthcare issues continue to skyrocket each year, especially in women. Recent research shows that smoking-related deaths in women now exceed breast cancer and heart disease combined. Symptoms of a respiratory illness include shortness of breath, chest pains, persistent coughing, and difficulty breathing or sleeping, you could be suffering from a respiratory illness.

Referrals are always important, especially in today’s world.  With that said, if you know someone in the healthcare industry who can use assistance with their marketing communications program, please send them my way (214-528-5775).  SRJ Marketing Communications specializes in rural and community healthcare marketing.

As with any industry, continuous and consistent messaging are important to greatly increase the awareness of your brand in the marketplace. Public relations can go a long way, but when combined with an integrated communications program that leverages other tools in the communications toolbox, that’s where progress begins.

P.S. If you smoke, STOP! :o)

Summer is now in full swing, and if you live in North Texas, you are already feeling it! Many people will be spending more time outdoors and under the sun. Often times we forget about protecting ourselves from the sun’s heat and ultraviolet rays, leading to heat exhaustion and skin damage.

According to the Center for Disease Control and Prevention, skin cancer is the most common form of cancer in the United States. Fortunately, there are many precautions we can take to protect ourselves from the harmful UV rays.

People of all ages can protect their skin from the summer sun by applying a liberal amount of sunscreen at least 20 minutes before exposure to the sun. Sunscreen is a simple way to keep your skin looking great and reduce the risk of skin cancer. Always choose sunscreen with an SPF of 15 or higher. If you’re like me, get something like SPF 70. I recently found the Neutrogena Ultra Sheer Body Mist Sunblock to be awesome. Check it out and remember to re-apply every couple of hours. See the directions on the product you use for more information.

To further protect yourself from the sun’s harmful rays, you should cover up exposed skin by seeking shade as much as possible during the late mornings and afternoons. (Or, like me, just stay out of the sun period during these times.) People should also wear light-colored cotton clothing. This covers your skin and allows your body to breathe easier. Hats with large brims can also protect your head, ears and neck.

Remember to wear sunglasses when outdoors. Choose lenses that block 99 to 100 percent of both UVA and UVB type rays. Sunglasses with gray-colored lenses also reduce light intensity and provide a more natural vision.

Long exposure to the sun or extensive activities in the heat can easily lead a person to heat exhaustion. Sweating acts as a coolant system for your body. This system brings your body temperature down, but it also results in the loss of large amounts of body fluids, leading to dehydration. Consuming water or sports drinks can help combat exhaustion and keep your body hydrated.

Water is a better means of hydrating your body when outdoors for small increments of time. Sports drinks work best for longer sessions as they contain ingredients that will both hydrate your body and provide the energy needed to continue your activities.

You should stay away from beverages such as soft drinks, coffee and alcohol. I know, I know… These types of drinks as super awesome, but they can actually cause your body to excrete extra fluids, causing you to dehydrate at a faster rate.

In conclusion, I recommend that people to stay out of the sun and heat as much as possible between the hours of 10 a.m. and 4 p.m. when UV rays and the temperature can do the most damage. By promoting safe fun under the sun this summer, we can reduce the risk of skin cancer and heat-related injuries.

National surveys reveal that American men make 30 percent fewer trips to doctors compared to women. Men’s Health Week (June 15– 21) was established in 1994 as the week leading up to Father’s Day. Its goal is to raise the awareness of preventable health problems and encourage early detection and treatment of disease among men and boys.

According to the Men’s Health Network, a non-profit educational organization, Men’s Health Week is an opportunity for doctors, public policy makers, the media, and individuals to encourage males to seek regular medical advice and early treatment for disease and injury.

I think this is a really great idea to encourage men to go get a checkup or physical. Compared to women, more men die from heart disease, cancer, stroke and diabetes. Each of these diseases can be detected and treated before it’s too late if men would just seek medical care.

Aside from encouraging men to be screened for high blood pressure, cholesterol, diabetes, and other at-risk illnesses, men often overlook screening for male cancers.

Nine out of 10 cases of testicular cancer occur in men ages 20 through 54, according to the American Cancer Society. Main risk factors include white males who have had an undescended testicle or a family history of testicular cancer. Most testicular cancers can be found at an early stage through frequent self examinations of the testicles for unusual lumps, swelling or aching.

Prostate cancer is the second most common cancer killer in men next to lung cancer. Men above the age of 50 are at high risk for developing the possibly deadly disease. It can be detected and treated, however, through a number of screenings.

Prostate cancer can often be detected early by testing the amount of prostate-specific antigen (PSA) in your blood. Digital rectal exams are also another common method. This type of exam allows doctors to feel if there are any bumps or hard places on the prostate.

In addition, colorectal and skin cancers are two other common cancers in males, both treatable if detected at an early stage. As with all cancers, following a prescribed screening timeline is pertinent to good health.

Men just don’t take particularly good care of themselves when it comes to health. I know, I’m a guy too! As we take a day to honor our fathers, let’s also remind them the importance of maintaining good health so we can continue to appreciate their existence for many more years to come.