the - 2019 3rnet annual conference › uploads › 2 › 6 › 8 › 3 › 26836754 › ... ·...
TRANSCRIPT
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The
HeArtExploring the Connections between
Communication & Culture
©2019 Impact! Communications, Inc.All Rights Reserved
of Meaningful Stakeholder Engagement
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Look back to understand how to
move forward.
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Outreach v. Engagement
Conditions demand that rural health care organizations innovate their outreach
efforts.
Outreach is a one-way street. Engagement is the road to the future.
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Common characteristics of vulnerable hospitals
✓ Underperformance Patient Care Areas (Market Share Loss)✓ Quality Rankings
✓ Increasing Population Health Risks✓ Patient Perspectives
✓ Poor HCAHPS✓ Financial Instability✓ Escalating Turnover
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Who will choose a career in rural health here?
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STAKEHOLDERS
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You know them..,but do you understand their
perspectives?
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The Brains Behind Stakeholder Engagement
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The Persistence of Perspective
Generational and communication perspectives influence opinions about the organization.
Understanding this about your stakeholders will help you and them, in all circumstances.
©Impact! Communications, Inc. 2019. All Rights Reserved.
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Today, there is an unfortunate and growing belief
that it is more important to say what is on our minds
rather than be mindful of what we say.
The sign of a healthy organization is one that innovates in the area of communication.
The number one problem in all relationships at
work and at home is Communication!
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LEADER PEOPLE FREE SPIRIT TASK
Impact! Communications, Inc. uses The PeopleMap© System, founded by Dr. E. Michael Lillibridge
There’s no ‘better’ type – just different!
FOUR COREPersonality Types
Four Core Types
To engage is to connect at a higher-level.
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What are the potential
weaknesses (Achilles heel) for each type?
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The Evolution of the Generations
Impact! Communications, Inc.
Leading and Learning from a Multi-Generational Workforce
Understanding Generational Differences
Generation XBaby BoomersTraditionalists
1965-1980Gen X, Xers, The
Doer, Post Boomers,
13th Generation
1946-1964“Me” Generation,
Moral Authority
1937-1945Veterans, Silent, Moral
Authority, Radio Babies,
The Forgotten
Generation
1981-2000Generation Y, Gen Y,
Generation Next, Echo
Boomers, Chief Friendship
Officers, 24/7’s
Millennials
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GENERATIONALECONOMICAL
Digital Dynamics
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CourageousCandidContinuing Stakeholder Conversations
“The truth is, a majority of your
communities are not waking up
everyday giving second thought
to their local hospital. Work to
establish everyday relevance!”
-Michelle Rathman
1
2
3
Prepare
Educate
Collaborate
4
Over
Communicate
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Be present in the places people live their lives.
Parks
Ball Fields
Civic
Groups
Social
Gatherings
Grocery
Store
School
Personal
Care
Home
Online Church
To expand your visibility, expand your reach.
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Components of a Strategic Communications PlanMarketing: Create material that conveys to your stakeholders that you are listening.
Social Media: Put the right amount of thought and effort into your digital efforts. Doing so
conveys that you are in touch.
Advertising: Print, billboard, radio, and other forms of advertising are and will continue
to be vital to your visibility. Confirm that all messages in circulation/rotation are accurate
and aligned.
Media Relations: Editorial media continues to be an important avenue for exposure. If your
community still has a local paper, your hospital should a frequent feature.
Fulfillment: A great experience, low wait times, friendly faces, compassionate care, whatever
you promise, make sure you deliver!
THE ART OF STRATEGIC ALIGNMENT & COLLABORATIVE COMMUNITY ENGAGEMENT PLAYBOOK
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Sample initiatives proven to improve community perception, staff
engagement, and outmigration.
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No matter what you spend on external communications know this:
If you don’t invest in developing an authentic culture of excellence – all the money you spend in recruitment won’t help you in
matters of retention.
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THE JOURNEY TO EXCELLENCE
IS
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ALL THE STARS IN THE WORLD MEAN NOTHING WITHOUT HEART
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The Actions of One Make an Impact on All
I own it, I live it, I promise to be it and do it!
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Wrapping Your Brain Around 6 Key Takeaways
Uncover Top Focus Areas
01
Identify Target Audiencesand Key RelationshipBuilding Opportunities
02
Define Core Objectives andAreas of Mutual Self-Interest
03
Tap into Strengths andIdentify Roadblocks
04
05
Develop Responsive Tools and Programs
that can be Sustained
Cement a Culture of Sharedand Personal Accountability
06
Mid-South CAH Conference | August 16, 2017, 1:15 – 2:30 pm | Art of Stakeholder Engagement
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Visit PowerofRural.org for free resources!
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Twitter: @MRBImpact
@RuralMattersPod
MichelleRathman.com
Make Shift Happen!President & CEO
MICHELLE RATHMAN