improving stakeholder communication
DESCRIPTION
A webinar presentation on communication basics prepared for California IT professionals working on health information exchanges.TRANSCRIPT
CAeHC Webinar
Keys to Improving HIE Stakeholder Communication
Daniel DanzigKaren Hunt
Agenda Topics
•Stakeholder Analysis•Strategy•Branding
•Messaging•Web Design
•Media Relations•Social Media
Know Who Your Stakeholders Are
Who’s your target?
Know Your Stakeholders’ Attitude
What’s their perception about what you are offering them?
Know How to Reach Stakeholders
What and who do they pay attention to?
Creating Personas
• What will convince him to become electronic?
• Who does he trust?• How can you best reach
him?
Dr. Seasoned, the solo doc with a paper file fetish
Creating Personas
• What level of information and help does she need?
• Who does she listen to?
Dr. Online, who grew up with computers
• What about her job keeps her awake at night?
• How can you make her life easier?
Creating Personas
Brunhilda, the office manager who rules the roost
Why you need a strategy
• Ensures you know where you’re going and how you’re going to get there.
• Keeps you focused.• Gives you something
to measure results against.
Branding
• It’s more than a logo. • A brand is the sum of all the
associations, feelings, attitudes, and perceptions people have about your organization, services, and products.
Messaging Tips
• Keep it simple -- three or four points – active verbs.
• Write your key messages as “bumper stickers.”
• “Every idea you present must be something you could easily get across at a cocktail party with strangers.” Jack Welch, GE
TRUST – the goal in HIE
• Calling yourself trusted doesn’t make you trusted.
• Do you know what it will take for stakeholders to trust you?
What Your Website Says
About You
Leverage the Media
• Spot the trends• Become a thought
leader• Avoid the junk mail list
Media: Content & Clarity
• More regular contact, share interim milestones
• Give reporters lead time• Develop an expert “tree”• Clarity of: purpose, structure,
process• Updated info on the Website
Social Media
To Socialize or Not To Socialize?
• What is the communication strategy?
• Who/where is your “community”?
• Listen, Participate, Create• What’s the ROI?
To Socialize or Not To Socialize?CA eHealth Initiative Kentucky Regional Extension Center
