A campaign launch for a hospital or health system is no small feat. Whether the campaign aims to promote a new service line, same day appointments or an organization rebrand, the effort has the potential to translate into improved patient experience, increased patient volumes and a boost in employee morale.
More so than in any other health setting, the front-line staff in hospitals and health systems are the gateway to patient outcomes, patient experience and patient care. Data continues to point to the connection between employee engagement and quality patient care. And the Harvard Business Review forecasted several years ago, just how critical employee engagement is to the mandated processes and patient experience metrics. And that is why the success of any campaign relies tremendously on not only what internal audiences experience during the launch, but in the weeks and months following the launch.
Here are a few ways to ensure ongoing engagement with your most important advocates:
- Give employees a sneak peek.
Build momentum around the campaign by giving employees a glimpse before it goes public. Even better – hold a town hall that connects the campaign to the organization’s larger mission and goals.
- Report back on campaign impact.
If the goal is to increase patient show rates, how is it going? How many people has the campaign reached? What has been the general feedback?Employees are among the most invested stakeholders in your business. In general, they care about the success of the organization and the marketing efforts to support it. Help them remain invested by sharing top-line takeaways during and following the campaign. Click To Tweet
- Reinforce the campaign internally.
Employees will no doubt see the campaign in market, so bring it into their work environment as well. Printed collateral, wall signage, intranet content, internal memos – these are all opportunities to reinforce the campaign messaging and its design.
- Implement an internal-specific content calendar.
Too often, the internal communications plan ends at launch day. Develop an employee-specific content calendar that could include monthly themes, regular engagement activities, weekly communication tools for managers and regular internal-facing content.
- Empower a Listening Committee.
Employee influencers aren’t always in leadership roles. They are often peers and colleagues of the front-line staff who you rely on to serve as the face of the organization. Deputize the 5-7 employee influencers as your eyes and ears who can provide feedback on those quiet conversations that happen in every organization. What is resonating? What is not quite hitting the mark? Where are the gaps? This kind of informal listening tool can go a long way in anticipating the needs and addressing concerns.
Your patients rely on your employees – and so do you. Weighing their priorities, needs and values and incorporating them into the broader strategy will go a long way with morale and ultimately – patient care.
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