A GP for Me Marisa Adair Executive Director, BCMA Communications Planning

A GP for Me

Marisa AdairExecutive Director, BCMA

Communications Planning

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Agenda

• Communications supports for divisions and A GP for Me• Who we are• How we can add value

• Why is a communications plan important?• Identifying your audiences• Messaging, messaging, messaging• Communications tools – “the right tools, for the right

audience with the right messaging”• The media• Social media• Evaluation

Provincial Divisions office -

Communications supports for you

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What can we do for you?

• Who “we” are• How we help you succeed• Consistent look and feel, messaging

• Compelling

• Reaching your target audiences

• Avoiding potential issues

• What we promise• Timely service

• Strategic advice

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Why a communications plan?

“.. Plans are nothing; planning is everything.”

– President Dwight D Eisenhower

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Why plan?

• Proactive

• Common framework

• Builds understanding

• Keeps everyone on track and on strategy

• Link your communications to overall goals, plans, activities

• “Consistency is the key!”

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Seven step process

1. Lay of the land

2. Goals and objectives

3. Audiences

4. Messaging

5. Strategy/tactics

6. Implementation

7. Evaluation

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Audiences talking to you and each other

Sender Message Receiver

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Step 1 – Getting the

lay of the land

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Reality check

• Identify opportunities and potential issues

• SWOT Analysis

• Strengths

• Weaknesses

• Opportunities

• Threats

• Builds a grounded plan – “No surprises”

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Pre-planning research

• What already exists?

• Who has done this before?

• What support can we draw on?

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Situation analysis/intro

• Provides the snapshot

• Current situation and realities

• Trends

• Major issues

• Challenges

• Defines, clarifies opportunity

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Step 2 – identify goals

and objectives

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Goals & objectives

Goal

• Broad statement of what you want to achieve

Objectives

• Define what the plan will achieve

• Realistic steps to attain the goal

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Step 3 – Identify

your audiences

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Target audiences

• Who are we communicating with?

• Primary – high need

• Secondary – important, less urgent

• Tertiary – “nice to have”

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Audiences

Primary audiences

• Patients/public

• Media

• Physicians

• Health Authority

Secondary audiences

• Government

• BCMA

• Other divisions

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Ask yourself….

• Why should they care?

• What’s in for them?

• Are they friend or foe?

• Are you reaching them when and how they like

to be reached?

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How to reach - family physicians

• Physicians like ‘hard copy’ – journals, brochures

• New/younger practitioner are online – not just

reading, but engaging

• 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

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Media and the public

• Why are they important?

• How do we reach them?

• Most people get their news from……….

• The fastest growing source of news is………

• A great source of news that many overlook…….

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Messaging, messaging,

messaging

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Key messages

• Main points

• Specific

• Short

• Pithy

• Rule of 3

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Sample key messagesA GP for Me Workshop

A GP for Me is about quality patient care.

Effective collaboration and partnerships are the keys. We will only succeed by working together - to share our ideas, and come to effective solutions. That is why we are here today.

You are not alone. We are here to support you and work with you every step of the way as you your work at the community level.

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Strategy and tactics

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Strategy

• How the objective(s) will be achieved

• In broad terms

• Overall approach

• Guidelines and themes

• May cover all audiences or be audience-specific

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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

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Channels (tactics)

• Activities and tools that help

get the job done

• Match with

• objectives

• strategy

• audiences

• Test, test, test

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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

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Tactics/vehicles

• Website• Forums• Information sharing

• Publications• Newsletters, annual reports, information

brochures, posters, bookmarks

• Community outreach• Special events, booths, displays

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Should we be on Facebook and Twitter?

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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

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Spokespeople

• What makes a good spokesperson

• Different spokespeople for different activities

• Media

• Annual meeting

• Key messages

• Q&A, rehearsal and practice

• Preparation is key

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Implementation

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The roll-out

• Tactical

• Practical, easy for everyone to use and track

• Flexible

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Budget and evaluation

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However beautiful the strategy, you should occasionally look at the results.

Winston Churchill

You can’t manage what you can’t measure.

Richard Quinn, Sears Merchandising Group

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Evaluation methods

• Qualitative• Event attendance• 1:1 interviews• Meeting feedback and evaluation forms• Enrollment• Phone calls, emails, other inquiries

• Quantitative• Media coverage • Readership surveys

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Sample plan

• Situation analysis

• Goal & objectives

• Audiences

• Key messages

• Strategy

• Tactics

• Evaluation

• Timeline & budget

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Questions?