This document outlines the five key details that should be included in every communication project plan to maximize success: 1) the vision, mission and goals of the project, 2) identification and segmentation of the target audience, 3) the key positioning and messaging of the project, 4) a timeline that is driven by organizational change management standards, and 5) the development of marketing campaigns to promote the project. It emphasizes the importance of effective communication in ensuring project success and adoption.

1. FIVE DETAILS TO INCLUDE IN EVERY
COMMUNICATION PROJECT PLAN TO
MAXIMIZE SUCCESS

2. 2
DID YOU KNOW?
Source: Project Management Institute
of projects deliver less
value than expected56%

3. 3
5 DETAILS TO INCLUDE IN A COMMUNICATION PLAN
1 Vision, mission and goals WHY
2 Target audience and segmentation WHO
3 Key positioning and messaging WHAT
4 Timeline driven by OCM standards WHEN
5 Build marketing campaigns HOW

4. 4
Responsible
• Spok Project Team
• Chief Medical Officer
• Internal Communication Team
• Key End Users (who understand workflow and benefits)
Accountable • Spok Service Owner
Consulted
• Informatics
• Clinical Champions
• Physician and Nurse Leaders
• Quality and Risk
• Chief Information Officer
• Chief Medical Officer
Informed
• Department Managers
• Chief Information Security Officer
WHO SHOULD BE INVOLVED IN COMMUNICATION PLANNING?

5. VISION, MISSION AND GOALS

6. 6
DID YOU KNOW?
Source: Towers Watson “Change and Communication ROI Study Report”
of projects meet their
original goals if they’re
driven by highly effective
communication
80%

7. 7
KEY STRATEGY
Technology adoption should
not be your goal—your
goals should drive adoption

8. 8
VISION
Maximize continuous quality improvement
through investment in technology
Begin with the vision and
values of your organization
TIP: THIS COMES FROM YOUR KEY STAKEHOLDER

9. 9
MISSION
Implement an enterprise communication
platform to maximize continuous quality
improvement by improving patient workflows
State how your project will
help your organization
achieve its vision
TIP: KEEP IT SIMPLE AND HIGH LEVEL

10. 10
GOALS
State measurable goals that
will help achieve your mission
• Reduce ED throughput by 37 min
• Reduce Door to Balloon time by 12 min
• Reduce response to sepsis by 7 min
TIP: CHECK CMS HOSPITAL COMPARE

11. 11
VISION PYRAMID
Maximize continuous quality
improvement through
investment in technology
Implement an enterprise
communication platform to
maximize continuous quality
improvement
1. Reduce ED throughout by 37 min
2. Reduce Door to Balloon time by 12 min
3. Reduce response to sepsis by 7 min
VISION
MISSION
GOALS

12. 12
DID YOU KNOW?
of physicians feel they’re kept
informed of their organization’s
plans and direction
Source: The Advisory Board
49%

13. 13
WHAT PHYSICIANS CARE ABOUT
Source: The Advisory Board

14. 14
CALL TO ACTION
Create a Vision
Pyramid
Establish and Agree on
S-M-A-R-T Goals
Create a formal
Business Case

15. TARGET AUDIENCE AND SEGMENTATION

16. 16
KNOW YOUR AUDIENCES
Executives Physicians Nurses OperatorsRadiologists Labs
TIP: INCLUDE PLANS FOR HOW YOU’LL COMMUNICATE TO STAKEHOLDERS

17. 17
Organizational goals
should drive target
workflows.
Target workflows
should drive the
audience.
Who will be
impacted and/or
benefit?
HOW TO UNDERSTAND YOUR TARGET AUDIENCE
Goal
CMS Measure: Reduce time (in minutes)
from admit decision to time of departure
from the ED for admitted patients.
Workflows Personas
Patient Admitted
START
ED Physician Places
Order
ED Physician Prescribes
Treatment Plan
ED Physician Conducts
Assessment
Lookup On Call
Specialist via Spok
Mobile and send page
Lookup On Call on
paper schedule
Page specialist Wait for response
Connect ED Physician to
Specialist
ED Physician enters
disposition in EDIS
Bed Control targets unit,
unit assigned
ED Physician needs to
confirm patient admit
Lookup On Call
Specialist via Spok
Mobile and send page
Lookup On Call on
paper schedule
Page hospitalistWait for response
Connect ED Physician to
hospitalist
ED Physician updates
EDIS with admitting
physician’s name
Bed Control assigns
room
Nurse call report to unit
ED Tech transports
patient to unit
Nurse completes
disposition in EDIS
END
Consult needed?
Yes
No
X X X
X X X

18. 18
SEGMENTATION
Role/Specialty Device Type Application Usage

19. 19
AUDIENCE PERSONAS
• Consolidate information
into one place
• Simplify management of
tasks
• Control how and when
receive notifications
• Reduce noisy alarms
• Connect more directly with
the patient
• Spend more time at patients’
bedside
• Improve CMS, Joint
Commission, HCAHPS scores
• Create a comprehensive
strategy
• Increase revenue by reducing
delay in care

20. 20
GOALS
• Grow her career as an academician
• Provide high-quality care
• Teach medical students and residents
to be great doctors
FRUSTRATIONS
• Spends too much time in the inbox
of EHR
• Struggles to find work-life balance
• With constant shifting of people,
hard to know who to get in contact
with and how to contact them
quickly
HIGH LEVEL NEEDS
• Providing the best care for my patients
• Be as efficient as possible during my shift, so
I can enjoy more time outside of the hospital
• Paying off my student loans
LOW LEVEL NEEDS
• Making sure resident team is communicating and I’m informed of key events
• Simplifying our interaction with technology so I spend less time with system
and more time with patients
• Creating easier process to coordinate consultants, care managers, nurses
and family—on the patient’s discharge plan

21. 21

22. 22
CALL TO ACTION
Identify target
audiences that will be
impacted/benefited
Identify direct,
organizational and
patient benefits
Segment the target
audience by
interests/benefits

23. POSITIONING AND MESSAGING

24. 24
Positon the solution as a clinical initiative
POSITIONING
Focus on patient care, satisfaction, and privacy
Drive communication from key stakeholders

25. 25
Clear
• Use plain language
• Speak in their terms
• Relevant to the audience
STAY CLEAR, CONCISE, AND CONSISTENT
Concise
• Limit word count
• Use a ‘short burst’ strategy
• Use pictures when possible
Consistent
• Build on a storyline
• Show goals, then results
• Never change mid-flight

26. 26
 Waiting a long time for responses
 Don’t know how to reach those you need
 Must manually store contacts
 Wasting time playing phone tag
 Managing many beeping machines
 Receiving messages when on vacation
 Having trouble prioritizing tasks
 Don’t know when a critical result is measured
 Don’t know who is on call
 Spending less time at the bedside
EXPLAIN THE PROBLEM YOU ARE SOLVING

27. 27
Mission
Explain what you’re doing
and why you’re doing it
KEY MESSAGING
Benefits to User
Explain the benefits to the
user, making sure to show
the pain in the current state
Organizational Goals
Explain the benefits to the
org, making sure to show
how this impacts the user

28. 28
KEY MESSAGING EXAMPLES
Spok
• Improve quality, safety, and patient satisfaction
MISSION
ORG
GOALS
USER
BENEFITS
Primary goals
• Improve median response time to imaging notifications in the ED
• Increase median response time to pain requests
• Increase median time from admit to inpatient bed
From any smartphone or computer
• Securely send, receive and reply to hospital messages
• Quickly locate who is on call and send messages to on-call specialists
• Securely receive emergency notifications and patient related alerts

29. 29
CONNECT ORGANIZATIONAL GOALS TO USER BENEFITS
Improve ED throughput
(CMS)
Improve pain mgmt.
(HCAHPS)
Improve nurse response
(MAGNET)
Improve response to labs
(Joint Commission)
Reduce wait time
for ED physicians
Increase visibility to
anesthesiology for nurses
Enable faster connections
w/patients for nurses
Return critical labs
faster for physicians
GOALS BENEFITS

30. 30
CALL TO ACTION
Tie organizational
goals to direct user
benefits
Craft messaging that
clearly articulates
benefits
Make sure benefits are
relevant to the target
audience

31. TIMELINE DRIVEN BY ORGANIZATIONAL
CHANGE MANAGEMENT (OCM)
STANDARDS

32. 32
DID YOU KNOW?
Source: Prosci’s 2013 Benchmarking Study
of projects met or
exceeded objectives
when the project
included excellent
Organizational Change
Management
96%

33. 33
THE FIVE PHASES OF AN OCM COMMUNICATION PLAN
Ensure the
change sticks
Awareness Desire Knowledge
Re-
enforcement
Ability
Build awareness
around the
change
Create desire to
engage and
participate in
the change
Develop
knowledge
about how to
change
Realize or
implement the
change at the
required
performance
level
A D K A R

34. 34
AWARENESS
Goal Tactics Key Messages Timeline
Build
awareness
around the
change
Email, website, screen
savers, business cards,
posters, newsletters
1. Mission
2. Three user benefits
3. Three org goals
Two months before
go live – go live

35. 35
DESIRE
Goal Tactics Key Messages Timeline
Create desire
to engage and
participate in
the change
Email, website, screen
savers, business cards,
posters, newsletters
1. Results from pilots
2. Peer testimonials
3. Targeted messaging
One month before
go live – two weeks
after go live

36. 36
KNOWLEDGE
Goal Tactics Key Messages Timeline
Develop
knowledge
about how to
change
Email, website,
screen savers,
newsletters
1. Rollout plan
2. How to access and use the
technology
3. Workflow changes
Two weeks before
go live – two weeks
after go live

37. 37
ABILITY
Goal Tactics Key Messages Timeline
Realize or
implement the
change
Email, EHR banner,
website, screen
savers, newsletters
1. Onboarding instructions
2. Workflow changes
3. Guiding principles and policies
Day of go live –
two weeks after
go live

38. 38
RE-ENFORCEMENT
Goal Tactics Key Messages Timeline
Ensure the
change sticks
Email, EHR banner,
website, screen
savers, business
cards, posters,
newsletters
1. Surveys and feedback channels
2. Feedback follow-up
3. Results/outcomes
4. Next steps
Day after go live –
at least 6 months
after go live

39. 39
DID YOU KNOW?
of physicians rely on
email for updates
from the organization
Source: The Advisory Board
61%

40. 40
CALL TO ACTION
Before you go live,
build awareness and
desire for change
During go live, build
knowledge and test
abilities
After go live, be sure
to re-enforce the
change

41. MARKETING CAMPAIGNS

42. 42
 Clinical users want results, not marketing
 They want testimonials, not catchphrases
 They want real-world outcomes, not “fluff”
MARKETING CAMPAIGNS
Well-strategized campaigns
can fuel desire—a key to
enterprise adoption

43. 43
SIMPLE CAMPAIGN ROADMAP
Sub campaign 1 Sub campaign 2 Sub campaign 3
Increase patient throughput in
the ED
Increase response time and
visibility to pain requests
Expedite contact of appropriate
on-call individual and reduce on-
call related errors
Main Campaign
Implement an enterprise
communication platform to maximize
continuous quality improvement by
improving patient workflows
outcome outcome outcome

44. 44
ENTERPRISE CAMPAIGN ROADMAP
JAN 12
ED
FEB 3
ED
APR 24
ANES
MAY 10
ALL
JUL 14
CALL CNTR
OCT 2
NURSING
Increase
patient
throughput in
the ED
Reduce
response to
imaging
requests
Increase
response time
pain requests
Expedite on-
call response
Improve
response time
for codes
Improve nurse
call response
DEC 17
LABS
Improve
response to
critical results
Deploy Spok Mobile Deploy Spok Web, On Call Deploy Messenger Deploy CTRM

45. 45
DID YOU KNOW?
of physicians feel their
organization is open and
responsive to their input
Source: The Advisory Board
42%

46. 46
CALL TO ACTION
Decide what goal-
based outcomes will
be communicated
Determine how
success measures will
be gathered
Create marketing
campaigns & input
results into messages

47. 47
POST GO LIVE ACTION IS CRITICAL FOR ADOPTION
Solicit feedback
• Send out surveys
• Always act on feedback
• Communicate actions
Measure everything
• Email and web click rates
• Support tickets
• App usage
Validate, don’t speculate
• Shadow users
• Meetings w/ champions
• Test key messages on users
TIP: SURVEYS ARE FOR THE BENEFIT OF USERS, NOT YOU

48. 48
5 DETAILS TO INCLUDE IN A COMMUNICATION PLAN
1 Vision, mission and goals WHY
2 Target audience and segmentation WHO
3 Key positioning and messaging WHAT
4 Timeline driven by OCM standards WHEN
5 Build marketing campaigns HOW

49. 49
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