Sonoma County hospitals add services to attract patients

Jorge Gonzalez leaned back comfortably in a mauve, medical exam chair that resembles, somewhat appropriately, a living room recliner as he quietly absorbed the diagnosis: At 29, the Santa Rosa landscaper had a stomach ulcer.

A few hours earlier, Gonzalez was one floor above, in Santa Rosa Memorial Hospital's emergency department, literally crying before the pain-killers kicked in. Once stabilized, he was moved to Memorial's new "clinical decision unit," a quiet, eight-bed observation unit that removes patients with non-life threatening conditions from the fast-paced emergency care for severely injured or ill patients.

"This thing is the bomb," Gonzalez said. "Every hospital should have this facility. The nurses and doctors are so nice."

Located on Memorial's basement level directly under the catheterization labs, the unit is where medical staff can calmly monitor such things as gastrointestinal bleeding, severe back pain and headaches, kidney stones or asthma attacks. The goal is to improve patient flow through the emergency department.

It's also an example of new medical services that Sonoma County hospitals have added, or are planning to add, to lure patients in a market that is increasingly competitive.

As the federal health-care law takes effect, such innovations as Memorial's clinical decision unit are intended to help hospitals redefine themselves as places where patients get better and stay that way.

The efforts range from emergency department expansions to a medical fitness center to greater collaboration with medical groups and community clinics.

By 2014, the provisions of President Barack Obama's Affordable Care Act are to take effect, including an expansion of Medicaid, a requirement that almost everyone pay for health insurance and creation of a health insurance exchange system.

While the future of the law remains under political pressure from Republicans, the forces that provoked the overhaul — rising health-care costs, insufficient Medicare reimbursements and the high cost of treating the uninsured — will continue to influence health care delivery.

Sutter Medical Center is expected to open its doors in 2014, an "ideal time to open a new hospital," said Mike Purvis, chief administrative officer.

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