A Marketing Makeover – Changing the Perception and Image of Your Internal Audit Department

1. A Marketing Makeover – Changing the Perception and Image of Your Internal Audit Department

2. Your Presenters Sharp HealthCare www.sharp.com Christy Decker has been a leader in Sharp HealthCare’s Internal Audit Department since 2005 where she currently serves as the Chief Audit Executive. Prior to joining Sharp, Christy gained corporate accounting experience, public accounting experience, and banking experience.  She has a Bachelor’s degree in Accounting and Spanish from San Diego State University and is a CPA, CIA, CFE, HFMA Credentialed Revenue Cycle Representative (CRCR), and CRMA. Christy currently volunteers as the District #4 representative for the West Region of the Institute of Internal Auditors (IIA) and is a current Board Member for the San Diego Chapter of the IIA. Vida Labrador is a Senior Internal Auditor at Sharp HealthCare in San Diego, CA. Since joining Sharp HealthCare in 2005, Ms. Labrador has been responsible for performing operational, financial and compliance audits. She is an HFMA Credentialed Revenue Cycle Representative (CRCR).

3. Agenda and Objectives • Overview of Sharp HealthCare • About Sharp HealthCare’s Internal Audit Team • Strategies for the Marketing Makeover • Results of the Marketing Makeover • Summary 3

4. Key Sharp HealthCare Facts • Serves many of the 3 million residents of San Diego County • Largest health care system in San Diego • 2,060 Licensed Beds • Largest private employer in San Diego • 15,000 Employees • 2,600 Affiliated Physicians • Full spectrum of health care programs and services • Home Health, Hospice, 2 Medical Groups, Health Plan 4

5. Key Sharp HealthCare Facts • Serves many of the 3 million residents of San Diego County • Largest health care system in San Diego • 2,060 Licensed Beds • Largest private employer in San Diego • 15,000 Employees • 2,600 Affiliated Physicians • Full spectrum of health care programs and services • Home Health, Hospice, 2 Medical Groups, Health Plan 5

6. About Sharp HealthCare’s Internal Audit Services Department • Reports to Board Audit Committee (functionally) and CEO (administratively) • 7.25 FTEs (VP, Manager, Staff) • Emphasis on operational, financial and IS audits • Annual participation with external auditors • Successful external Quality Assessment in 2012 6

7. Perception of Internal Audit What are the two biggest lies ever been told ? What is an Auditor? When the auditor arrives and says, “ Were here to help!” And the client says, “We’re glad you’re here!” Someone who arrives after the battle and bayonets the wounded. 7

8. Perception of Internal Audit An internal auditor takes time to enjoy a hearty joke. 8

9. Why is it Important to Market IA? • Increase awareness of IA • Valuable resource & trusted Partner • Enhance communication • Minimize the fear of an audit • Eliminate the “bean counter” or police image 9

10. Strategies for the Marketing Makeover Phase I • Collaborate with Sharp’s Marketing Department • Align IA’s Mission, Vision and Values and “attitude” with Sharp’s Phase II • Overhaul of IA’s communication methods • Measure perception and image 10

11. Sharp HealthCare www.sharp.com Strategies for the Marketing Makeover Phase I: Collaborate with Sharp’s Marketing Dept. • Initial Meeting • Review of communication documents • Interviewed with IA team • First Impression • Wordy • Formal • Intimidating • Boxy/square 11

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13. Internal Audit Services Brochure 13

14. Phase I: Collaborate with Sharp’s Marketing Dept. • Creative Brief • Objectives • Improve communications between IA and client • Increase client satisfaction (measured by Client Survey) • Target Audience • What do they currently think? • What would we like them to think? • Single most compelling message & why should we believe it • Commitment to continuous improvement • Important role in helping Sharp transform the health care experience • Mandatories/creative guidelines • Tone • Partnership, cooperation • Professional yet personal Strategies for the Marketing Makeover 14

15. Strategies for the Marketing Makeover Phase I: Collaboration with Sharp’s Marketing Department Align with the “Sharp Experience” • Mission, vision and values “Best place to work, practice medicine and receive care” • Practices • AIDET – Acknowledge, Introduce, Duration, Explanation, Thank you • 12Behavior Standards – privacy, email etiquette, diversity, professional development, attitude, reward and recognition, communication, service, safety, appearance, keeping customers informed • Five Must Haves - “Foster an attitude with gratitude” • Six Pillars of Excellence – quality, service, people, finance, growth and community 15

16. Strategies for the Marketing Makeover Phase II: Overhaul of Communication Methods • Minimize fear and intimidation • New vocabulary • Audit  Review, Project, Assessment • Auditee  Client, Customer, Process-owner • Entrance/Exit Meeting  Kick-off/Wrap-up • Formal titles  Actual name • Issues  Opportunities for improvement, Observations • 5 Top Messages • Partnership • Valuable service • Commitment to continuous improvement • Important role to helping Sharp transform health care experience • Share Sharp’s mission, vision and values • Tone = less formal, more conversational 16

17. Results of the Marketing Makeover Phase II: Overhaul of Communication Methods • Redesigned documents, templates and website • Announcement email template • Thank you notes from President/CEO and auditor-in-charge • Consolidated Kick-Off Meeting documents (7 documents  1 document) • Reflection (teamwork, cooperation, transparency) • IA intranet site • Revised mission, vision and elevator speech 17

18. Results of the Marketing Makeover Phase II: Overhaul of Communication Methods • Increased awareness and understanding of the role of the IA Department • Consultative role • Recommendations and referrals to service providers • Fraud or other educational workshops • Share FTE with other departments • Continuous auditing and monitoring • Provide ad hoc data or reporting • Bi-weekly status updates 18

19. Results of the Marketing Makeover Phase II: Overhaul of Communication Methods • Collaboration with Sharp’s Marketing Department • Improved Client Survey template • On line tool – Survey Monkey • Improved perception and survey results 19

20. Summary • Utilize your company’s Marketing Department • Align with company’s mission, vision & values • Review current documents & templates • Improve communication • Don’t forget about your intranet site • Provide consulting services • Act locally • Measure your success and celebrate! 20

21. Thank You! Contact us at: Christy Decker @ 858-499-5508 christy.decker@sharp.com or Vida Labrador @ 858-499-5568 vida.labrador@sharp.com 21