© 2013 The Guesty Corp. All rights reserved.
© 2013 The Guesty Corp. All rights reserved.AgendaHow you can participateWhat you will learnOrganizational alignment for h...
© 2013 The Guesty Corp. All rights reserved.How you can participateType your questions into the box on rightStick around f...
© 2013 The Guesty Corp. All rights reserved.Three things you’ll learnArticulating your common purposeTranslating the brand...
© 2013 The Guesty Corp. All rights reserved.Why alignment?A shared purpose makes healthcare brandsmore desirable, more com...
© 2013 The Guesty Corp. All rights reserved.Organizational alignment helps...• Reinforce competitive position• Deliver uni...
© 2013 The Guesty Corp. All rights reserved.The brand promise• Part corporate mission• Part emotional promise• Memorable, ...
© 2013 The Guesty Corp. All rights reserved.Sharing the brand promiseCore values, model behaviorsBrand language and identi...
© 2013 The Guesty Corp. All rights reserved.Why communicate it?Less than 20% of employees knowtheir company’s mission
© 2013 The Guesty Corp. All rights reserved.Executive leadershipMake brand promise part of vocabularySet goals and perform...
© 2013 The Guesty Corp. All rights reserved.Educating staff on brand promiseCommunicate the common purposeReinforce core v...
© 2013 The Guesty Corp. All rights reserved.Be passionate about your purposeClarify the brand promiseEngage managers and s...
© 2013 The Guesty Corp. All rights reserved.Marketing tools to align staffPersonal storiesInternal marketing messagesFrequ...
© 2013 The Guesty Corp. All rights reserved.
© 2013 The Guesty Corp. All rights reserved.How to identify and share storiesAsk department leadersCreate forums recogniti...
© 2013 The Guesty Corp. All rights reserved.Channels for internal audiencesInternal communicationsSocial mediaPhysician ma...
© 2013 The Guesty Corp. All rights reserved.Hospital websitesSocial mediaSignageScreen saversVehiclesUniforms and linensOw...
© 2013 The Guesty Corp. All rights reserved.Set expectationsOrganizational goalsCore valuesStandards of behaviorPerformanc...
© 2013 The Guesty Corp. All rights reserved.Create incentivesRecognitionPromotionsVacation timeGifts or cash
© 2013 The Guesty Corp. All rights reserved.Create consequencesTraining or coachingDisciplinary actionsTermination
© 2013 The Guesty Corp. All rights reserved.
© 2013 The Guesty Corp. All rights reserved.RecapArticulate your common purposeTranslate the brand for staff and physician...
© 2013 The Guesty Corp. All rights reserved.Remember….Stick around for Q&A1 minute survey for chance to win iPad Mini‣ smi...
© 2013 The Guesty Corp. All rights reserved.‣ markshipley@smithandjones.com‣ LinkedIn: markdshipley‣ Twitter: @markdshiple...
Q&A
Thank you for attending.
© 2013 The Guesty Corp. All rights reserved.‣ markshipley@smithandjones.com‣ LinkedIn: markdshipley‣ Twitter: @markdshiple...
Organizational Alignment for Healthcare Brands webinar slides
Organizational Alignment for Healthcare Brands webinar slides
Organizational Alignment for Healthcare Brands webinar slides
Organizational Alignment for Healthcare Brands webinar slides
Organizational Alignment for Healthcare Brands webinar slides
Organizational Alignment for Healthcare Brands webinar slides
Organizational Alignment for Healthcare Brands webinar slides
Organizational Alignment for Healthcare Brands webinar slides
Organizational Alignment for Healthcare Brands webinar slides
Organizational Alignment for Healthcare Brands webinar slides
Organizational Alignment for Healthcare Brands webinar slides
Organizational Alignment for Healthcare Brands webinar slides
Organizational Alignment for Healthcare Brands webinar slides
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Organizational Alignment for Healthcare Brands webinar slides

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Organizational Alignment for Healthcare Brands webinar slides

  1. 1. © 2013 The Guesty Corp. All rights reserved.
  2. 2. © 2013 The Guesty Corp. All rights reserved.AgendaHow you can participateWhat you will learnOrganizational alignment for healthcare brandsSummaryQ&A
  3. 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. 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. 5. © 2013 The Guesty Corp. All rights reserved.Why alignment?A shared purpose makes healthcare brandsmore desirable, more competitive, andmore profitable.
  6. 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. 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. 8. © 2013 The Guesty Corp. All rights reserved.Sharing the brand promiseCore values, model behaviorsBrand language and identityStory-tellingIn-hospital reminders
  9. 9. © 2013 The Guesty Corp. All rights reserved.Why communicate it?Less than 20% of employees knowtheir company’s mission
  10. 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. 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. 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. 13. © 2013 The Guesty Corp. All rights reserved.Marketing tools to align staffPersonal storiesInternal marketing messagesFrequent reminders
  14. 14. © 2013 The Guesty Corp. All rights reserved.
  15. 15. © 2013 The Guesty Corp. All rights reserved.How to identify and share storiesAsk department leadersCreate forums recognitionVideotape patient storiesInvite guest speakers
  16. 16. © 2013 The Guesty Corp. All rights reserved.Channels for internal audiencesInternal communicationsSocial mediaPhysician marketingInbound contentMass media
  17. 17. © 2013 The Guesty Corp. All rights reserved.Hospital websitesSocial mediaSignageScreen saversVehiclesUniforms and linensOwned media
  18. 18. © 2013 The Guesty Corp. All rights reserved.Set expectationsOrganizational goalsCore valuesStandards of behaviorPerformance metrics
  19. 19. © 2013 The Guesty Corp. All rights reserved.Create incentivesRecognitionPromotionsVacation timeGifts or cash
  20. 20. © 2013 The Guesty Corp. All rights reserved.Create consequencesTraining or coachingDisciplinary actionsTermination
  21. 21. © 2013 The Guesty Corp. All rights reserved.
  22. 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. 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. 24. © 2013 The Guesty Corp. All rights reserved.‣ markshipley@smithandjones.com‣ LinkedIn: markdshipley‣ Twitter: @markdshipleyMore questions?Contact Mark.
  25. 25. Q&A
  26. 26. Thank you for attending.
  27. 27. © 2013 The Guesty Corp. All rights reserved.‣ markshipley@smithandjones.com‣ LinkedIn: markdshipley‣ Twitter: @markdshipleyMore questions?Contact Mark.

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