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Any business, including healthcare, requires professional managers who are able to take a control over it its operations and lead it.
The major functions of health services managers include plan, direct, coordinate, and supervise the delivery of healthcare. Healthcare managers may be narrow specialists responsible for a certain hospital department or general specialists who are able to manage the whole health care system.
There is a substantial condition for success of any modern healthcare manager: he/she needs to manage with the help of technological innovations; also the manager should always keep in mind complex healthcare legislation and be able to operate in healthcare delivery systems. They have to be prepared that healthcare facilities will be controlled in order to improve efficiency and quality of the services.
In my opinion, there are three major functions of healthcare managers could be named: planning, organizing and control.
The most critical is the right planning, i.e. setting right strategic objectives for a healthcare organization. “Strategic planning is crucial in the management of healthcare organizations, even when the characteristics of the healthcare systems vary.” (Geisler, 2005)
Correct planning requires from the manager to start with an analysis of environmental factors influencing the organization. He/she has to be able to make a reliable forecast for the future of the healthcare organization or the certain clinical department. It needs to be noted that in healthcare organizations it’s quite complicated for the manager to apply formal planning and budgeting processes.
Organizing means that the healthcare manager should develop “an organizational structure and allocate human resources to ensure the accomplishment of all the objectives or organization.” (Rigolosi, 2005)
As for the most interesting aspect of this course, I would like to research the aspect of health communication. It’s really an important issue, because the communicative processes influence the whole system. Communications may be internal (communications between various departments of organization) and external (communications that target the population).
Communication between the provider and the patient is crucial not only to patient satisfaction with the health professional, but also to the health-care delivery process itself. (Thompson, 2003)
Effective message sending is necessary for both:
patient communication of symptoms and physical problems
physician communication of instructions (Thompson, 2003)
Additionally, the relationship between a patient and a health-care professional is created through the communication that occurs between them. This influences their degree of understanding of each other and the openness of their communication. Openness and trust are important variables when communicating about the taboo topics that may be necessary components of health professional patient discussions. (Thompson, 2003)
In my opinion, one of the interesting elements of the health communication is informing people about health risks and making an influence on their behaviors. Therefore, it would be very useful to learn the best practices of health communication campaigns in the mass media.
The mass media are used by a number of health organizations. The major condition of success for any media campaign is actually an understanding of the health issue and the target audience.
Effective campaigns have reached specific audiences with appropriate media and consistent messages based on extensive pretesting and often the mass media messages have been supplemented with some form of face-to-face or interpersonal communication. (Thompson, 2003)

References
Geisler, E. (2003). Technology, Health Care and Management in the Hospital of the Future. Praeger. Westport, CT: 67.
Rigolosi E. (2005). Management and Leadership in Nursing and Health Care: An Experiential Approach. Springer, New York: 18.
Thompson, T.L. (2003). Handbook of Health Communication. Lawrence Erlbaum Associates. Mahwah, NJ: 4.