communications planning divisions of family practice - 2012 provincial round table with margot white...
TRANSCRIPT
Communications Planning Divisions of Family Practice - 2012 Provincial Round Table
with Margot WhiteVice President, Weber Shandwick
Agenda• Welcome and introductions• Communications in support of Divisions
– Why & how– BCMA role and support
• Target audiences• Messaging• Tools, vehicles and tactics• Timing and deadlines• Budgets and resources• Measurement and reporting• Final Questions• Evaluation forms• Handouts
Overview of Communications at
Divisions of Family Practice
and GPSC
What is Communication?
• Interactive, dynamic process• Used to exchange ideas, relate experiences,
share desires • Dissemination does not equal communication
Successful communication is not about pushing information out
It is a two-way process that creates dialogue and engagement
“Communication 101”
Communication?
http://www.youtube.com/watch?v=oaGpaj2nHIo&feature=related
What happens when the sender and receiver are not on the same wavelength….
Why communicate?
• Engage • Build and maintain relationships & support• Educate/inform• Motivate• Inspire• Influence• Share knowledge inter-divisionally
What can it do for your Division?
• Recruit members• Inform stakeholders• Maintain presence and profile• Stay connected
There is no magic bullet. If at first you don’t succeed, try an adjusted or different approach.
No one was ever lost on a straight road. Indian Proverb
Why Plan?
• Proactive• Common framework
– Builds understanding
• Keeps everyone on track and on strategy• Link your communications to your Division’s overall
goals, plans, activities
Bottom line….
• Planning reduces your workload• Aligns your work, connects the dots• Saves money• Saves time• Saves effort
..…helps you work smarter, not harder
Planning Step by Step
Four-step Process
1. Situation Analysis– Current situation, what you want to achieve, who you want to
reach, what you want them to do2. Planning
– What we should do, say, why and how3. Implementation
– Making it happen4. Evaluation
– How we did, key learnings
Reality Check
• SWOT Analysis– Strengths – Weaknesses – Opportunities– Threats
• Identify major factors • Builds a grounded plan
Pre-planning Research
• What already exists?• Who has done this before?• What support can we draw on?
Target Audiences• A few buzzwords
……”Stakeholder”……”Opinion leader”…...”Influencer”
• Primary – high need• Secondary – important, less urgent• Tertiary – “nice to have”
Target Audiences• Who this matters to• What they know• How they feel• What they will do• How we can influence them• Where they are• How we can reach them
– Barriers and challenges
Why should they care?
What’s in it for them?
Are you reaching them when and how they want to be
reached?
Habits & Preferences of Family Physicians
• Online physician communities to discuss patient care and seek feedback
• New practitioners are online• Rely on nurses/office managers to download
and post• Time crunched….make it easy to get to your
information quickly, make call to action clear
Source: US Centers for Disease Control and Prevention, “Audience Insights, Communicating to Family Physicians”
Popular Sources
– Medical journals… 82%– Other physicians… 75%– Medical websites… 70%– Medical podcasts… 15%
Electronic Media Use
• 42%.... active on social media sites
…..84% for personal use
• 81% …..use smartphones, tablets and other mobile devices
Source: Manhattan Research, May 4, 2011
Putting it all together…
Situation Analysis/Intro
• Provides the snapshot• Current situation and realities
– Trends– Major issues– Challenges
• Defines, clarifies opportunity
Goals & Objectives
Goal• Broad statement of what you want to achieveObjectives• Define what the plan will achieve• Realistic steps to attain the goal
Objective SettingMake them SMART
SpecificWhat, exactly are you going to do?
MeasurableIs it measurable? Can YOU measure it?
AchievableDo you have the resources to fulfill it? Be realistic
RelevantDoes it relate to broader goals? Will it achieve the desired result?
Time basedWhen will it be accomplished?
Sample Objectives
• Ensure all eligible Westshore physicians are aware of the Division and how to join by July 1, 2012
• Increase Division membership by 15% by January 2013
Building Support
• Who can shed insights?• Early, not after the fact• Always present to decision-makers• Stay the course
– But be flexible• Measure, even if no one wants to
Building Support• Who should be involved?
•Board•Communities•Other health care providers•Your colleagues•Patients•Government•BCMA•Other divisions
Key Messages
• Main points• Specific• Short• Pithy• Rule of 3
Messaging Math
9 x 1 = 0Too many messages are hard to understand
3 x 3 = 1Three things, said three times are easy to remember
Sample Key Messages
1. We are opening a new, much-needed urgent care facility within the Westshore Hospital
2. The physicians working in the clinic will provide care for patients who do not have a family physician
3. The clinic will support Westshore family physicians by providing urgent after hours care until 9 p.m., 7 days a week
Strategy
• How the objective(s) will be achieved – In broad terms– Overall approach– Guidelines and themes
• May cover all audiences or be audience-specific
Sample Strategy
• Emphasis on word of mouth and face-to-face communication will be used to inform physicians, other health care providers and stakeholders
• Media relations will be used to inform the public• First nations leaders will be consulted about
messages, tools and materials to ensure they meet target audience needs
• Existing communications channels will be used to reduce costs and maximize exposure
Good communication…..
• Differentiates– Tell your story
• Creates value– What’s in it for me?– Why should I care
• Uses cross-channels and multiple formats– Create content once, use multiple times
Cross Content at Work
Channels (tactics)
• Activities and tools that help get the job done
• Match with– objectives– strategy– audiences
• Test, test, test
Open Floor….
• What’s working• Tried and didn’t work• Want to try• Other ideas?
Tactics/vehicles• Meetings and speaking opportunities
– Physician engagement sessions– Conferences and special events
• F-2-F– Peer-to-peer support groups– Opinion leader meetings– Mobilizing supporters
• Media– News releases, interviews, photo/footage opps, news
conferences
Tactics/vehicles
• Website– Forums– Information sharing
• Publications– Newsletters, annual reports, information brochures, posters,
bookmarks
• Community outreach– Special events, booths, displays
Should we be on Facebook and Twitter?
Well…..it’s not about you :)
• Is your audience on Facebook and Twitter?• Do you have the resources to maintain an
active online presence?……time/ability to ENGAGE with your audience
That said…….
You can “listen” for free
• Avis Favaro Medical Correspondent CTV National News Host of CTV MedNews Expresshttps://twitter.com/#!/CTV_AvisFavaro
• Health in BC #bchealthhttps://twitter.com/#!/search/%23bchealth
Spokespeople
• What makes a good spokesperson• Different spokespeople for different activities
– Media– Annual meeting
• Key messages• Q&A, rehearsal and practice• Preparation is key
“Give me six hours to chop down a tree and I will spend the first four sharpening my ax.”
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Timeline and Work Plan
• Gameplan – Allocates responsibilities– Requirements– Shows start and completion
• Integrates elements of plan
Budget
• Cost all components– Best estimates– Hard costs– Taxes
• Add contingency
Evaluation
You can’t manage what you can’t measure. Richard Quinn, Sears Merchandising Group
Evaluation Methods
• Qualitative– Event attendance– 1:1 interviews– Meeting feedback and evaluation forms– Enrollment– Phone calls, emails, other inquiries
• Quantitative– Media coverage – Readership surveys
Four-step Process
1. Situation Analysis– Current situation, what you want to achieve, who you want to
reach, what you want them to do
2. Planning– What we should do, say, why and how
3. Implementation– Making it happen
4. Evaluation– How we did, key learnings
Sample Plan
• Situation analysis• Goal & objectives• Audiences• Key Messages• Strategy• Tactics• Evaluation• Timeline & budget
Conclusion
• Final questions?• Evaluation form• Handout
