BADM 466 MANAGING CHANGEINTERNAL COMMUNICATION PLAN

Group members:Rebekah Garriock Nancy KannShaarah Khalil Bin Li

THE CHANGE ISSUE Situational background

Shortage of physicians in Canada 2.1 doctors per thousand population in 2006 Specifically family doctors and specialists Increase of waiting time for patients

Demand of the aging population It is expected that by 2056, 1 in 4 Canadians will be 65 and older,

which would put huge strains on the health care system.

Physicians are seeing more patients (increase in their work hours)

“The transition from medical students to fully licensed physicians is not happening as rapidly as it should be”)

REASONS FOR THE SHORTAGE OF PHYSICIANS Low enrollment in medical schools

1993- government imposed a 10 percent reduction in enrollment

Employment barriers that prevent foreign trained physicians from practicing in Canada Credentials are not recognized

Canadian doctors are leaving, mostly to the US, for better pay and working conditions I in 9 doctors who graduated in 2006, practices in the US

WHAT NEEDS TO CHANGE ? Increase the number of medical students that can enroll

Further adjustments to the educational structure that creates barriers for entry for medical students i.e. financial support for students

Decrease the waiting times for patients, by increasing number of doctors available

Recognition of foreign credentials to accept more doctors from other countries

FORCES DRIVING CHANGE The aging population that is requiring more attention Patients’ dissatisfaction of wait times Insufficient number of doctors in rural areas, where

the population is increasing Patients’ complaints about quality of care Inconsistency of doctors attending the same patient Competition among different healthcare providers Risk of increased privatization People are going elsewhere for treatment Major growth in population because of immigrants Medical students are studying elsewhere for education Doctors are not willing to work long hours

OBJECTIVES & OUTCOMESGoals for the change To better serve the needs of our growing and aging population To provide sufficient health care professionals and resources for

the general population To retain Canadian physicians and attract foreign physicians To improve the working conditions and pay structure for

physicians To increase public confidence in our universal healthcare system

Specific outcomes desired Decrease waiting times Increase number of foreign trained physicians Increase in the number of entrants in the healthcare profession

Expected return on the investment Patient satisfaction Increased confidence in the public health care system Increase in doctors in Canada

URGENCY FOR CHANGE

Creating a sense of urgency Communicate to the public about potential crisis for patients;

In 2008, approx. 5 million Canadians are without a family doctor

Study in 2005 showed that only 23% of Canadians were able to see a doctor on the same day they needed one.

Baby boomers are retiring, who is going to look after them? Many are facing health problems.

Risk of increased privatization Ensuring urgency throughout the change process

Exposing the stakeholders to the weaknesses of the health care system

Emphasize the consequences of not taking opportunities for improvement

THE STAKEHOLDERS Who will be impacted?

Government Canadian health care industry Taxpayers Medical schools Medical students Physicians Patients General population Aging population

Who will benefit? Health care professionals Population Patients Medical students

THE GUIDING COALITION Who will be part of it?

Key figures in the Heath Canada (federal department)

Canadian Medical Association Medical Graduates

Role they will play? Health Canada: Use power and credibility to

facilitate and help promote the change process.

CMA: Work to improve the situation for Canadian physicians including work condition and pay structures.

Graduates: Push for the increase in enrollment for medical students.

VISION Health Canada: existing vision

The federal department responsible for helping the people in Canada maintain and improve their health.

is committed to improving the lives of all Canadians and to making this country's population among the healthiest in the world as measured by longevity, lifestyle and effective use of the public health care system.

New change vision: To provide the people in Canada with equal and available

access to quality, efficient and effective health care. Health Canada is committed to providing the growing

and aging Canadian population with a system of sufficient resources that will maintain a healthy society.

CHANGES TO BE MADE

More specialized doctors More General Practitioners Consistent training and education to those

entering the health care profession Increase government funding to encourage

more medical student enrollment (scholarships)

AUDIENCES

B.C Provincial government

Health Canada (federal department)

Presidents of the 5 health authorities

Potential medical students

Medical Graduates

Canadian Population Healthcare Professionals

KEY MESSAGES B.C Provincial to address:

The low enrollment of medical students Further increase the enrollment capacity in B.C. The opportunities enrollment for international students

Increase in government funding/investment to: Improve working conditions/pay structures for physicians;

ie. constructing a 5 year contract for a pay raise Provide incentives to retain Canadian physicians B.C

Provincial government

COMMUNICATIONS PLAN How will you get buy in?

Reveal the consequences of not changing the existing system

What could happen if change does not occur soon; impacts on the economy, and the health of society

Dealing with challenges:Resistance from government to provide

further funding initiativesUncertainty from current physicians and

medical graduates who are unsure about the future of health care in Canada

COMMUNICATION PROCESS How will you communicate the changes?

Press Conferences Press Releases

Processes Formal meetings will take place with governments and parties

involved to make sure that the change is taking place to discuss issues that may come up

Informal meetings will take place for public people to hear what is going to happen

Resources required Time: 6 – 8 months Support from public Short-Term Wins: Public realizing the medical system is going

to get better

SHORT-TERM WINS Specific projects

Governments are going to have a measurable time line in order to make this achievable

Everyone is going to be involved to make the transition smooth and successful

This project will be measurable because the general public will be giving feedback

The return on Investment will not happen right away because it will take some time to get used to the new system

EMPOWERMENT Encourage employees to take initiatives Removing barriers for students to enroll Make hospital employees feel that they are

part of the change (by encouraging every employee, patients to voice their opinions and comments if they see that there are areas of improvements)

SUCCESS MEASUREMENT

Success will be measured by how the general public feels about the change

by how the doctors and medical people feel about the change

by how the patients perceive the quality of care that they receive

CONCLUSION We feel that there is a growing need for medical

staff for our growing public

There needs to be more students enrolled in the medical field and also more specialized doctors who can help serve the tremendous need of our society

The lack of physicians who are accepting new patients is one of the contributing factors that patients do not have a long, and healthy relationship with their doctors.