Unit 3
SHSMD University
August 20, 2013
• Four sessions
– Deal basics (Session 1)
• Structure
• Timeline
• Political thinking
– Ten Rules for Healthcare M&A
• The...
• Last 5 Rules of Hospital M&A
• Theme:The Campaign Plan and Efforts
– Own the Message
– The Messenger is a Message
– Get ...
Keys:
Flexibility Consistency Coordination Commitment
• Partnerships are complex; messages can’t be
• Translate tactical benefits into a vision
• Emotion is critical
• Never, e...
Threat
- Context
- Status quo must change
- Current situation or
anticipatory action
- Must be credible
- Can be done for ...
• Develop messages on a one-pager with:
– 3 main take-aways that summarize your entire message
– 4-5 Bullet points for eac...
• Your message is more than your words
• Most powerful communications are non-verbal
• Trust is most critical characterist...
• Candidates
– CEO – main media spokes, messenger to staff
– CMO – messenger to docs, clinical voice to
community
– Board ...
• Equip them
– Train
• Jointly
• To the core messages
• To performance
• To media
– Give them a detailed, confidential Q&A...
• What physicians and nurses say matters
– Inside to colleagues
– Outside to patients
• At this point, confidentiality is ...
• Key steps with internal audiences
– Talk internally first and often
– Give them tools
– Turn them into advocates
• Internal
Board
Leadership
Staff
Physicians
Volunteers
Foundation Board /
Members
Community Board
Members
• Extern...
• Sometimes, your greatest advocates are not
on your payroll
• Extra set of eyes, ears and hands
• Long-term advocates can...
• Who to engage
– Community leaders
– Loyal patients
– Credible community voices
• How to engage
– Ask their advice
– List...
• Levels of engagement
– Active listening and intelligence gathering
– Public, get-out-the-vote efforts
– Post-announcemen...
• Balancing act: Informative vs. Distracting
• You are competing for attention
• “Me first” communications. People want:
–...
• Coordinate the vehicles
• Give it a theme, brand
• Fill the communication vacuum so others
don’t
– Reinforce messages in...
• Holding statement
• Core messages
• Talking points
– Leadership
– Managers and directors
– Board members
• Press release...
• The “hub” of your campaign information
• Stand-alone site sends a signal
• Simple, informational and accessible
– Unbloc...
Timeline
• 48-hour timeline
– Begins with day before announcement to ensure
all final approvals completed
– Hour-by-hour t...
• Online Discussion questions:
– Talk about the difference between the deal details and the vision for
the deal? How do yo...
• Troubleshooting
• What do you need us to cover?
Communicating the Deal, Unit 3
Upcoming SlideShare
Loading in...5
×

Communicating the Deal, Unit 3

94

Published on

SHSMD U Unit 3, August 2013

Published in: News & Politics, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
94
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Communicating the Deal, Unit 3

  1. 1. Unit 3 SHSMD University August 20, 2013
  2. 2. • Four sessions – Deal basics (Session 1) • Structure • Timeline • Political thinking – Ten Rules for Healthcare M&A • The Campaign Strategy (Session 2) • The Campaign Plan and Efforts (Session 3) – Troubleshooting theTough Spots (Session 4)
  3. 3. • Last 5 Rules of Hospital M&A • Theme:The Campaign Plan and Efforts – Own the Message – The Messenger is a Message – Get theTalk Right Inside,Then Out – An Army of Advocates – Overcommunicate
  4. 4. Keys: Flexibility Consistency Coordination Commitment
  5. 5. • Partnerships are complex; messages can’t be • Translate tactical benefits into a vision • Emotion is critical • Never, ever, ever forget the patient • Joint with the buyer/seller sends a signal MESSAGE
  6. 6. Threat - Context - Status quo must change - Current situation or anticipatory action - Must be credible - Can be done for a year - Lays the ground work - A story of future success - Big-picture & close-up - Operational, aspirational and community-based - Vision is separate for the specific transaction - What changes; what stays - Provides clarity - Answers what employees care about most Vision Solution
  7. 7. • Develop messages on a one-pager with: – 3 main take-aways that summarize your entire message – 4-5 Bullet points for each theThreat,Vision and Solution • Avoid the “curse of knowledge” • Think like a political campaign • Gain consensus from campaign team on this one-pager • Basic foundation for every communication to come
  8. 8. • Your message is more than your words • Most powerful communications are non-verbal • Trust is most critical characteristic of your messenger • How a person delivers a message can change the message • It takes a coordinated, trained team MESSAGE SPOKESTEAM
  9. 9. • Candidates – CEO – main media spokes, messenger to staff – CMO – messenger to docs, clinical voice to community – Board chair – messenger to community leaders – Another trusted individual with community stature
  10. 10. • Equip them – Train • Jointly • To the core messages • To performance • To media – Give them a detailed, confidential Q&A document to answer tough questions consistently – Hold a practice FAQ session
  11. 11. • What physicians and nurses say matters – Inside to colleagues – Outside to patients • At this point, confidentiality is lost. It’s out! MESSAGE SPOKESTEAM AUDIENCES
  12. 12. • Key steps with internal audiences – Talk internally first and often – Give them tools – Turn them into advocates
  13. 13. • Internal Board Leadership Staff Physicians Volunteers Foundation Board / Members Community Board Members • External Patients Media Elected officials Community leaders Religious leaders Vendors Large donors Labor unions Regulatory authorities Break down internal audiences into key subgroups (ie: clinical leadership vs. front-line)
  14. 14. • Sometimes, your greatest advocates are not on your payroll • Extra set of eyes, ears and hands • Long-term advocates can – Boost reputation – Offer third party credibility – Give people a “job” – Neutralize the opposition – Speak when and what you can’t MESSAGE SPOKESTEAM AUDIENCES ADVOCATES
  15. 15. • Who to engage – Community leaders – Loyal patients – Credible community voices • How to engage – Ask their advice – Listen to them – individually and as a group – Give clear action items – Give them freedom
  16. 16. • Levels of engagement – Active listening and intelligence gathering – Public, get-out-the-vote efforts – Post-announcement involvement • Can operate as a small group or large crowd • Can join with internal advocates • Give them license to act
  17. 17. • Balancing act: Informative vs. Distracting • You are competing for attention • “Me first” communications. People want: – Assurance of safety for their family and colleagues – Conversation – Details, which matter next MESSAGE SPOKESTEAM AUDIENCES ADVOCATES VEHICLES & TIMELINE
  18. 18. • Coordinate the vehicles • Give it a theme, brand • Fill the communication vacuum so others don’t – Reinforce messages in multiple vehicles – Accessible information – Providing updates even when there’s no new news – “I don’t know” is acceptable…until you do know
  19. 19. • Holding statement • Core messages • Talking points – Leadership – Managers and directors – Board members • Press releases • Dedicated deal website • FAQs – For public – For leadership • Updates to your current site • Letters to every core audience • Scripts
  20. 20. • The “hub” of your campaign information • Stand-alone site sends a signal • Simple, informational and accessible – Unblock it at the hospital – Media will rely on it • Employee-devoted section • Linked to your site, and all social media • “Ask A Question” feature
  21. 21. Timeline • 48-hour timeline – Begins with day before announcement to ensure all final approvals completed – Hour-by-hour through announcement day events • Meetings, town halls, external visits • Calls to be made • Outreach to media – Ends with day-after-announcement campaign team meeting to triage media and feedback • Tracks action, assigns responsibility
  22. 22. • Online Discussion questions: – Talk about the difference between the deal details and the vision for the deal? How do you describe them differently to audiences? – What is a key audience for your system that may need a unique spokesperson and specific communication vehicle? – What is a communication vehicle that can work for your system to “fill the vacuum” even if there are no new updates?
  23. 23. • Troubleshooting • What do you need us to cover?
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×