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Organizational Alignment for Healthcare Brands webinar slides

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  • 1. © 2013 The Guesty Corp. All rights reserved.
  • 2. © 2013 The Guesty Corp. All rights reserved.AgendaHow you can participateWhat you will learnOrganizational alignment for healthcare brandsSummaryQ&A
  • 3. © 2013 The Guesty Corp. All rights reserved.How you can participateType your questions into the box on rightStick around for our Q&A sessionTake our 1-minute marketing survey‣ For a chance to win an iPad Mini
  • 4. © 2013 The Guesty Corp. All rights reserved.Three things you’ll learnArticulating your common purposeTranslating the brand for staff and physiciansHolding staff accountable for the brand promise
  • 5. © 2013 The Guesty Corp. All rights reserved.Why alignment?A shared purpose makes healthcare brandsmore desirable, more competitive, andmore profitable.
  • 6. © 2013 The Guesty Corp. All rights reserved.Organizational alignment helps...• Reinforce competitive position• Deliver unique patient experience• Define expectations for staff• Attract and retain best employees• Correct bad habits
  • 7. © 2013 The Guesty Corp. All rights reserved.The brand promise• Part corporate mission• Part emotional promise• Memorable, engaging• How it’s different or better
  • 8. © 2013 The Guesty Corp. All rights reserved.Sharing the brand promiseCore values, model behaviorsBrand language and identityStory-tellingIn-hospital reminders
  • 9. © 2013 The Guesty Corp. All rights reserved.Why communicate it?Less than 20% of employees knowtheir company’s mission
  • 10. © 2013 The Guesty Corp. All rights reserved.Executive leadershipMake brand promise part of vocabularySet goals and performance metricsEducate staff on desired patient experienceCreate a culture that supports the brand
  • 11. © 2013 The Guesty Corp. All rights reserved.Educating staff on brand promiseCommunicate the common purposeReinforce core valuesDefine roles in patient experienceInfluence the way they think and act
  • 12. © 2013 The Guesty Corp. All rights reserved.Be passionate about your purposeClarify the brand promiseEngage managers and staffMake it part of daily conversationsTextThe CEOs role:
  • 13. © 2013 The Guesty Corp. All rights reserved.Marketing tools to align staffPersonal storiesInternal marketing messagesFrequent reminders
  • 14. © 2013 The Guesty Corp. All rights reserved.
  • 15. © 2013 The Guesty Corp. All rights reserved.How to identify and share storiesAsk department leadersCreate forums recognitionVideotape patient storiesInvite guest speakers
  • 16. © 2013 The Guesty Corp. All rights reserved.Channels for internal audiencesInternal communicationsSocial mediaPhysician marketingInbound contentMass media
  • 17. © 2013 The Guesty Corp. All rights reserved.Hospital websitesSocial mediaSignageScreen saversVehiclesUniforms and linensOwned media
  • 18. © 2013 The Guesty Corp. All rights reserved.Set expectationsOrganizational goalsCore valuesStandards of behaviorPerformance metrics
  • 19. © 2013 The Guesty Corp. All rights reserved.Create incentivesRecognitionPromotionsVacation timeGifts or cash
  • 20. © 2013 The Guesty Corp. All rights reserved.Create consequencesTraining or coachingDisciplinary actionsTermination
  • 21. © 2013 The Guesty Corp. All rights reserved.
  • 22. © 2013 The Guesty Corp. All rights reserved.RecapArticulate your common purposeTranslate the brand for staff and physiciansHold staff accountable for the brand promise
  • 23. © 2013 The Guesty Corp. All rights reserved.Remember….Stick around for Q&A1 minute survey for chance to win iPad Mini‣ smithandjones.com/surveyRecorded Webinar available in two days‣ smithandjones.com/webinars
  • 24. © 2013 The Guesty Corp. All rights reserved.‣ markshipley@smithandjones.com‣ LinkedIn: markdshipley‣ Twitter: @markdshipleyMore questions?Contact Mark.
  • 25. Q&A
  • 26. Thank you for attending.
  • 27. © 2013 The Guesty Corp. All rights reserved.‣ markshipley@smithandjones.com‣ LinkedIn: markdshipley‣ Twitter: @markdshipleyMore questions?Contact Mark.