Presentation from the 2019 Conference of the Carolinas Healthcare Public Relations & Marketing Society (CHPRMS).

1. Building a Culture of Safety
In Your Organization
• Dan Dunlop, Principal, Jennings Health
• Lorraine McGrath, Director of Marketing,
Signature Healthcare

2. Agenda
• Why patient safety?
• The role of a continuous improvement
system--Lean
• Building the infrastructure for change
• Employee safety training
• The Campaign
• Ubiquity
• Results

3. Insert slides
• Add your presentation content starting here.
• Add additional slides as needed.

7. Marketing’s Role in Creating a
Culture of Patient Safety
• Promoting patient safety is one of the few things
we can do as marketers that will actually help save
lives.
• Objective: Create a sustainable marketing and
communication system that consistently supports
keeping patients and employees safe from harm
• Aide in the reduction of patient harm
• Aide in the reduction of employee injuries
• Increase in compliance with safety standards

9. Organizational Culture:

10. The Process: Getting Started
• Process improvement safety consultant reviewed
history of sentinel events
• Develop tools and tones based on our organization’s
needs
• Safety conferences: Decentralized learning and
adoption
• Established committees:
• Senior leadership
• CofS steering committee
• Safety Coach steering committee
• Selected and trained CofS instructors
• Safety huddles – hospital and ambulatory sites
• Internal communication strategy development

11. Employee Safety Training
• 28 employees trained as Culture of Safety
Instructors
• CEO Thank You letter
• They, in turn, trained 2,761 employees
• 3.5 hour training; completed in nine weeks
• CEO Welcome video
• Safety training workbook developed based on
consultant’s recommendations
• Training (mandated) – New employee Safety
orientation

12. Safety Coach Identification
• Goal: One coach, every department, every shift
• To date 150 trained coaches
• CEO Thank You Letter
• Identified by special gold badges
• Monthly meetings of all coaches run by Safety
Coach Champions: share best practices;
reinforce tools and tones, and coaching
techniques
• Capture observations and coaching via Signet
(internal web)

16. Safety Reinforcement Tools
• Rounding to Influence
• Monthly calendar
• Huddle prompts
• Review in 140 daily
departmental huddles
• Safety Coach
reinforcement
• Start meetings with
safety message
• Great Catch Email
Monday

17. • Identifies safety errors before
reaching the patient
• Submitted by any employee via
SigNet
• Select two to feature in the Great
Catch Monday mass email
• Each month two are selected and
are awarded an Amazon gift card.
Presentation made by the CEO &
Sr. leader.
• Year end, all employees featured on
Great Catch Mondays are invited to
a breakfast with senior leadership.
One is selected to for grand prize
• More than 2,500 Great Catches to
date

19. THE CAMPAIGN

20. LAUNCH DAY

24. CAMPAIGN UBIQUITY
• Logo and messaging
on:
• Email Signature
• Screen Savers
• PPT Presentations
• Staff locker rooms
• Staff restrooms
• Staff break rooms
• Staff phones, printers
• Conference room –
stand-ups

31. The Next Phase – Personal Stories

38. Patient Safety Initiative Results
• Days without a safety event reached 352.
Previous record was 79.
• Goal was to reduce sentinel events by 80%
within the first two years. Signature Healthcare
reached 81.6% within 14 months.
• 88% decrease in SSER in 24 months.

40. Questions?
Please be sure to complete the session
evaluation on the mobile app!