New care models, additional regulations, and increased competition among providers have changed the healthcare landscape rapidly in recent years. To meet their goals, healthcare companies are finding that robust communications—with internal and external audiences including patients & their families, employees, and regulatory agencies—are more important than ever.
Along with the changes to the healthcare landscape have come increased complexities of managing communication efforts. The number of communication channels continues to increase, the consequences of missteps are higher than ever, and more stakeholders are getting involved in the ideation, curation and approval processes. All the while, teams are being asked to accomplish more and need to find ways to become more productive, efficient and structured in their processes.
Over the last four years the team at Marketing.AI has spoken to many hundreds of corporate communications professionals, including many in the healthcare field. We find that there are consistently three areas where they are looking to improve the way their teams work.
- Structured Processes
- Visibility and Reporting
- Consistency of Content
Structured workflow and governance processes
More often than not, we find that teams are working in tools like spreadsheets and emails to manage their workflows, task assignments and processes. While a spreadsheet is a great tool for some purposes it is hardly purpose-built to managing the complexities of corporate communications in 2016. Consequently, we find that communications staff spend too much of their time searching for details in emails and administering cumbersome spreadsheets.
By working with a tool that is purpose-built for communication efforts, organizations have structured and repeatable workflows that generate predictable and consistent outcomes. By spending more time on the work and less time searching and administrating, teams see a significant reduction in the amount of time it takes to create new communication assets and a meaningful increase to the total number of assets being created.
Team Visibility and Reporting
We’ve seen it time and time again; it’s extremely difficult to execute on a sound corporate communications strategy without effective visibility and reporting. With teams or individuals operating in their own email/spreadsheet silos, it’s difficult and time consuming to show your team’s work and its impact to the organization, identify where work efforts might overlap, and ensure the whole team is aligned on strategic activities. In the last few years most organizations have put significantly more budget into communications departments. As a result, more executives expect to be able to have visibility to what teams are working on, how the work aligns to corporate objectives and how to measure return on investment.
The most successful communications teams look to solve these challenges with solutions that remove the silos of work efforts, generating dashboard reports and allowing a collaborative environment with visibility throughout the entire ideation, curation and approval processes. The impact of visibility and reporting to an organization’s communications efforts is very meaningful and ensures that teams are executing against corporate strategy.
Consistency of Content
The average Corporate Communication team now uses, on average, 13 content types (eNewsletters, blogs, social media etc.) to engage with their audiences. In addition to the challenge of aligning all of these content types to strategic campaigns, people will interact with your brand through some, most or all of these content vehicles and expect a cohesive message. The most successful companies in the world have consistent experiences where customer come to know what to expect from these brands every single time. Consistency of content is crucial.
Similarly, to building structured processes and increasing visibility and reporting, consistent content cannot be efficiently created, measured and monitored in a non-purpose-built tool or with a collection of project management tools.The unintended consequence will be lack of, or just informal, alignment from one content piece to the next.
If any of the above speaks to situations you are facing today then we’re here to help. Start with a free trial or request a demo to learn more about how you can migrate from the way you are doing things today to your ideal communications process.