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Agenda

Communications Planning Divisions of Family Practice - 2012 Provincial Round Table with Margot White Vice President, Weber Shandwick. Agenda . Welcome and introductions Communications in support of Divisions Why & how BCMA role and support Target audiences Messaging

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Agenda

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  1. Communications Planning Divisions of Family Practice - 2012 Provincial Round Tablewith Margot WhiteVice President, Weber Shandwick

  2. 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

  3. Overview of Communications at Divisions of Family Practiceand GPSC

  4. What is Communication? • Interactive, dynamic process • Used to exchange ideas, relate experiences, share desires • Dissemination does not equal communication

  5. Successful communication is not about pushing information out

  6. It is a two-way process that creates dialogue and engagement

  7. “Communication 101”

  8. Communication? http://www.youtube.com/watch?v=oaGpaj2nHIo&feature=related What happens when the sender and receiver are not on the same wavelength….

  9. Why communicate? • Engage • Build and maintain relationships & support • Educate/inform • Motivate • Inspire • Influence • Share knowledge inter-divisionally

  10. What can it do for your Division? • Recruit members • Inform stakeholders • Maintain presence and profile • Stay connected

  11. There is no magic bullet. If at first you don’t succeed, try an adjusted or different approach.

  12. No one was ever lost on a straight road.Indian Proverb

  13. 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

  14. Bottom line…. • Planning reduces your workload • Aligns your work, connects the dots • Saves money • Saves time • Saves effort ..…helps you work smarter, not harder

  15. Planning Step by Step

  16. Four-step Process • Situation Analysis • Current situation, what you want to achieve, who you want to reach, what you want them to do • Planning • What we should do, say, why and how • Implementation • Making it happen • Evaluation • How we did, key learnings

  17. Reality Check • SWOT Analysis • Strengths • Weaknesses • Opportunities • Threats • Identify major factors • Builds a grounded plan

  18. Pre-planning Research • What already exists? • Who has done this before? • What support can we draw on?

  19. Target Audiences • A few buzzwords ……”Stakeholder” ……”Opinion leader” …...”Influencer” • Primary – high need • Secondary – important, less urgent • Tertiary – “nice to have”

  20. 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

  21. Why should they care?

  22. What’s in it for them?

  23. Are you reaching them when and how they want to be reached?

  24. 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”

  25. Popular Sources • Medical journals… 82% • Other physicians… 75% • Medical websites… 70% • Medical podcasts… 15%

  26. 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

  27. Putting it all together…

  28. Situation Analysis/Intro • Provides the snapshot • Current situation and realities • Trends • Major issues • Challenges • Defines, clarifies opportunity

  29. Goals & Objectives Goal • Broad statement of what you want to achieve Objectives • Define what the plan will achieve • Realistic steps to attain the goal

  30. Objective Setting Make them SMART Specific What, exactly are you going to do? Measurable Is it measurable? Can YOU measure it? Achievable Do you have the resources to fulfill it? Be realistic Relevant Does it relate to broader goals? Will it achieve the desired result? Time based When will it be accomplished?

  31. 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

  32. 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

  33. Building Support • Who should be involved? • Board • Communities • Other health care providers • Your colleagues • Patients • Government • BCMA • Other divisions

  34. Key Messages • Main points • Specific • Short • Pithy • Rule of 3

  35. Messaging Math 9 x 1 = 0 Too many messages are hard to understand 3 x 3 = 1 Three things, said three times are easy to remember

  36. Sample Key Messages • We are opening a new, much-needed urgent care facility within the Westshore Hospital • The physicians working in the clinic will provide care for patients who do not have a family physician • The clinic will support Westshore family physicians by providing urgent after hours care until 9 p.m., 7 days a week

  37. Strategy • How the objective(s) will be achieved • In broad terms • Overall approach • Guidelines and themes • May cover all audiences or be audience-specific

  38. Sample Strategy • Emphasis on word of mouth and face-to-face communicationwill 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

  39. 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

  40. Cross Content at Work

  41. Channels (tactics) • Activities and tools that help get the job done • Match with • objectives • strategy • audiences • Test, test, test

  42. Open Floor…. • What’s working • Tried and didn’t work • Want to try • Other ideas?

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