Branding for Buy‐In – Communicating Your Service Journey€¦ · Communicating Your Service...

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BrandingforBuy‐In–CommunicatingYourService

JourneyHaley Gilman, Director of Marketing

Kristin Baird, CEO, Baird Group

Transforming culture. Shaping patient experience. 2

Today,wewill…

• Describe how communications fits into an organization’s overall patient experience strategy

• Review key components of a strategic and tactical communication plan to support patient experience as a priority, including the branding of a service journey; and analyze examples from a successful communications strategy

• Practice preparing messages that link to mission, vision and values


WhatisStrategicCommunication

• Based on a master plan closely aligned with the organization’s MVV

• Aimed at creating the desired culture

• Delivers the best message

• Using the right (existing) channels

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WhyisStrategicCommunicationImportant?

Where we are

• What is good that must be retained

• What needs to change

• What needs to be added

Strategic Communication

• Global messaging

• Create excitement

• Speak to “the heart”

• Inspire people to change their behavior

Where we

want to be

• Values and standards are demonstrated to every customer in every encounter every day


Why“Drumbeat”?


WhatisYourDrumbeat?

DrumbeatMessage

Mission Moments

Leader Story‐telling

Newsletter Article

Brand

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TheStrategicMessage

• Your service vision and commitment

• Speak to the heart• Create a connection to purpose

• Inspire people to change


BrandingTheJourney

• Build excitement• Help everyone connect to the vision and the journey

• Not a replacement for the vision or the plan


TheTacticalMessages

• Based on your service excellence work plan

• Connect to the heart– Provide details on actions,

expectations– Communicate updates on

plan execution– Convey progress on goals

• Shares stories of success

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Audit

• Standards• Communication• Training• Leadership• Engagement


SampleCommunicationPlanStakeholder Key Message Channel(s) Focus Area Date

All employees Tie service standards to MVV

NewsletterIntranetTown HallDept meetings

Stories“ “Review standards

Jan 1‐17“ “Jan 22 ‐ 24

Senior leaders

Providers

Volunteers

Managers


PersontoPersonCommunication

• Train leaders at all levels• Use “the language”• Begin key events with “mission moments”– Town Halls– Recognition ceremonies– Department or Division Meetings

• Don’t forget leader rounding

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PrintedMaterial

• Options– Internal newsletters– Posters– Bulletin Boards– Table Top “tents”

• Engage at the department or team level

• Spark creativity


ElectronicMedia

• CEO email announcements to all

• Group specific emails• Public video monitor displays

• E‐bulletin boards• Screen Savers


APowerfulExample:DivineService

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OurChannels

• New Employee Orientation• Intranet• Weekly Employee Newsletter• Administrative, Director and Department Meetings• Social Media• Facility • Promo items (badge reels, pins, apparel)


EmployeeGuide

• Divine Savior Service Journey Handout

• Mission, Delegated Responsibilities, Credo

• Six Standards of Excellence

• Employee Commitment• Launch and New

Employee & Volunteer Orientation


TheBrand“The Sisters of the Divine Savior often use the image of a tree to symbolize the life of their worldwide mission. The roots run deep into the rich earth of history and spirituality, which them moves through the turn, which serves as the channel and support through which the branches and leaves of their ministry are nourished. Much like a tree, Divine Savior Healthcare offers sustenance, shade and a place of refuge for every life. “

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TheVision“At Divine Savior Healthcare, the leaves represent our service vision – a vision of respect, professionalism, communication, teamwork, ownership, and a positive attitude. As an employee of Divine Savior Healthcare, you live and practice these values day in and day out. “


ThePersonalConnection“These Divine Service standards were created by you and your peers. When we adhere to them, we ensure that we are delivering the best care possible to each other, our patients and our community.

The following pages describe the six Divine Service standards we expect each member of our organization to follow in every aspect of our work. Embrace and exhibit these standards in order to provide the best care while honoring the legacy and mission of Divine Savior Healthcare.“


Video

Click picture to play video

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PrintedMaterial


Recognition


FacebookPosts

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BrandingExamples


TheProof


PotentialPitfallsService Excellence Program

Flying Solo

Assuming Leaders “Know”

Confusing the Message

One Message or One Method

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Don’tGoItAlone

• Partner with Marketing resources to create the brand

• Create a Communication team• Use Key Players to deliver messages

• Use Department “Reporters” to gather information


Don’tMakeAssumptionsAboutLeaders

• It is VITAL that they understand their role and responsibility regarding communication– Some may know intuitively

– Others have to be told


Don’tConfusetheMessage

• One powerful strategic message

• Unchanging regardless of who is delivering or how

• Is the foundation for all other messages

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Don’tForget…

• Beat the drum continuously

• Beat more than one drum


NextSteps• Collaborate with marketing to brand your service work

• Identify communication resources to help draft a communication plan that– Supports the vision– Is in sync with the roadmap– Engages stakeholders

• Consider writing cues for senior leaders


Questions

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Review

• Examine the importance of strategic communication

• Identify the essential strategic messages

• Evaluate existing resources and support

• Partner in developing a strategic communication plan


Contact

Kristin Baird920‐563‐4684kris@baird‐group.com

Haley Gilman 608‐745‐[email protected]

Branding for Buy‐In – Communicating Your Service Journey€¦ · Communicating Your Service...

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