The Johns Hopkins All Children's Hospital developed a new patient safety and quality monitoring tool called the Patient Safety and Quality Dashboard. They realized late that they needed an introductory video to explain it. The VP of Marketing tasked the editorial team to create a 2-3 minute video. The initial script was too technical for the broad internal audience. The marketing team worked with clinical teams to clarify goals, simplify terminology, and ensure the right people were involved in production. A new script and screen captures were used to create a video that successfully introduced the dashboard to staff. It was delivered within 2 weeks and received positive feedback for clearly explaining the tool.

1.
Mike Stephenson
(727) 422-4714 mike.stephenson.33609@gmail.com
A MANAGEMENT CASE STUDY: DASHING TO A DASHBOARD
Johns Hopkins All Children’s Hospital had spent months developing a new tool to
aggregate, evaluate and analyze patient safety and quality information. As so often
happens, those involved in the project thought of the communication piece late in the
game. The VP of Marketing and Communications received the email on Nov. 12, 2019:
“... As I mentioned, we would like to create an educational video (2-3 mins) for the …
Dashboard ASAP.”
Because I led the Editorial Team, my boss pulled me into the project the next day.
The goal
Create an introductory video for a broad internal audience to showcase an important
new monitoring tool that would be used throughout the clinical operation and beyond.
Strategy, tactics and execution
The keys in this project were understanding what we were trying to achieve and then
conveying the information clearly to a broad internal audience.
The script proposed by the Health Informatics director of predictive analytics arrived
Nov. 20. It was technical and a bit overwhelming. It got into the weeds, speaking of 54
measures, 19 broken down by location and a total of 182 combinations. It talked about
data sources and platforms such as REDCap and Tableau that didn’t need to be
mentioned in the introduction to a broad audience.
After reading it, I sent the patient safety and quality and health informatics teams a
series of questions, including:
● Who is the audience? There is a reference toward the end to “staff and
board members.” Is that clinical staff? Broader staff?

2. ● As for board members, are they familiar with this type of terminology
and these measures or do we need to educate them on what terms mean
and why they matter?
● What is the goal? Are we teaching people something completely new or
are we introducing a new tool that helps them manage information
they’re familiar with in a more efficient way?
● Are we walking people through information on a standard computer
screen or is there some other sort of monitor involved? Is the data
currently in a form we can capture from a screen to showcase examples?
● Is this video an introduction with more training to follow or is it the
totality of training?
● Do we envision this script becoming a voiceover or do we envision text
on a screen? If it’s a voiceover, do we have a voice in mind?
Next was making sure the right people were in the room. The initial meeting invite
included the VP of Marketing and Communications, the Director of Creative and Brand
(my boss), the graphic design manager, the data scientist and me. On Dec. 3, I received
answers to my questions from the patient safety and quality team. I sent my bosses
the script they had proposed, the answers to my questions and a suggestion to expand
the meeting to include more representation from the patient safety and quality team
and from our internal communications team. They agreed, and we met Dec. 5.
The meeting provided clarity and a sense of who should take hands-on roles. I would
draft a whole new script and work with a multimedia specialist from my team who was
experienced at screen captures and instructional videos. I drafted the bulk of a new
script that day while the information was fresh in my head, marking certain areas for
follow-up and clarification. I received access to the tool a few days later and explored
it before making some script revisions. We shared the new script with the senior
director of health informatics and the director of predictive analytics at a
Dec. 10 meeting, making some minor updates and revisions.
Our multimedia specialist moved into the production phase, sometimes working with
Health Informatics at his side.
The video came together quickly. We delivered it Dec. 17 and there were only minor
revisions.

3.
The results
Patient safety and quality and Health Informatics leaders were enthusiastic about the
result.
Excerpts from the reviews:
Director of predictive analytics: “... ​this looks phenomenal …”
VP of Patient Safety and Quality: “​Exceptional work! Looks good to go to me.”
Senior director of Health Informatics: “​THIS IS GREAT!!!!!
“It looks amazing. Sounds perfect. Really awesome work!!!
…
“HUGE congrats to the marketing team on this. You all pulled it off exactly as
envisioned:-).
“You all rock!!”
The video was used on our intranet and in group meetings as part of a successful
introduction and rollout of the Patient Safety and Quality Dashboard. The senior
director of Health Informatics wrote me a note of recognition: “I'd like to thank Mike
for demonstrating the true spirit of leadership and integrity during the very short
turnaround we had for the ... Dashboard video. Mike kept everyone on point, always
professional, and all along a true pleasure to work with. Thanks for being so creative,
balanced, professional, and flexible Mike. JHACH is truly blessed to have you on
board!”