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Leveraging communication skills


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Presentation to community college students on business communication skills.

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Leveraging communication skills

  1. 1. Phyllis Duggan December 2011
  2. 2.  Texas Health Resources, Baylor Medical Center at Garland, VHA  Public relations, marketing, communications  Goals ◦ Driving business (patients and outpatients) ◦ Enhancing audience awareness (community, patients, employees, physicians, comm unity leaders, media) ◦ Increasing satisfaction (patients, physicians)
  3. 3.  Writing  Speechwriting  Editing  Research  Marketing  Public relations  Physician relations  Employee communication, including intranet support
  4. 4.  Fundraising  Small group communication  Management  Patient information  Publications and e-publications management
  5. 5.  Texas Health Resources, Senior Communications Specialist ◦ Managed and supported communications efforts directed to internal stakeholders (employees, physicians, volunteers) for Texas Health Harris Methodist and Presbyterian hospitals in the Dallas-Fort Worth Metroplex and surrounding areas. ◦ Wrote and edited copy for e-newsletters and intranet; developed communications plans for systemwide initiatives.
  6. 6.  Baylor Medical Center at Garland, Director of Marketing Planned and directed marketing activities for Baylor Medical Center at Garland. Managed five professionals, including community relations and physician relations staff members. Developed marketing plans for the hospital and service-line specific plans. Directed employee communication efforts; assisted physicians in referral development. Managed research efforts for the hospital (qualitative and quantitative research).
  7. 7.  Baylor Medical Center at Garland, Director of Marketing ◦ Shared consumer focus group results with hospital leaders and architects. Recommendations incorporated into planning of new patient pavilion opened in August 2004. ◦ Initiated and led a service excellence program to increase patient satisfaction scores. “Willingness to recommend” and “Overall satisfaction” scores increased by approximately five percent.
  8. 8.  Baylor Medical Center at Garland, Director of Marketing ◦ Opened and promoted a $23,000,000 patient pavilion, digestive disease center, women’s center, breast imaging center and pain management center. ◦ Assisted and supported the hospital’s Foundation in planning a capital campaign in 2002. The employee campaign was Baylor Health Care System’s most successful employee fundraising effort.
  9. 9.  Baylor Medical Center at Garland, Director of Marketing ◦ Developed biweekly employee newsletter. Planned quarterly employee Town Hall meetings; worked with hospital administrators on message alignment with business objectives. ◦ Developed a plan to more effectively reach newcomers in primary and secondary markets by extending distribution of the hospital’s consumer magazine, additional direct mail communication and Web site promotion.
  10. 10.  Baylor Medical Center at Garland, Director of Marketing ◦ Received “Partner in Spiritual Care” award from BHCS Department of Pastoral Care and Counseling for development of an informational booklet on Baylor Garland’s new Hartman Chapel, 2004. ◦ Awarded first place for Baylor Garland annual report by “Profiles in Hospital Marketing,” 2000.
  11. 11.  VHA ◦ Advised business units concerning marketing communications solutions to meet their business goals. ◦ Worked with community health improvement and satellite network units as clients. ◦ Managed freelance writers; wrote and edited marketing communications materials, including brochures and audiovisual presentations. ◦ Served as team leader/project manager for in- house advertising agency team.