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The
HeArtExploring the Connections between
Communication & Culture
©2019 Impact! Communications, Inc.All Rights Reserved
of Meaningful Stakeholder Engagement
Look back to understand how to
move forward.
Outreach v. Engagement
Conditions demand that rural health care organizations innovate their outreach
efforts.
Outreach is a one-way street. Engagement is the road to the future.
Common characteristics of vulnerable hospitals
✓ Underperformance Patient Care Areas (Market Share Loss)✓ Quality Rankings
✓ Increasing Population Health Risks✓ Patient Perspectives
✓ Poor HCAHPS✓ Financial Instability✓ Escalating Turnover
Who will choose a career in rural health here?
STAKEHOLDERS
You know them..,but do you understand their
perspectives?
The Brains Behind Stakeholder Engagement
The Persistence of Perspective
Generational and communication perspectives influence opinions about the organization.
Understanding this about your stakeholders will help you and them, in all circumstances.
©Impact! Communications, Inc. 2019. All Rights Reserved.
Today, there is an unfortunate and growing belief
that it is more important to say what is on our minds
rather than be mindful of what we say.
The sign of a healthy organization is one that innovates in the area of communication.
The number one problem in all relationships at
work and at home is Communication!
LEADER PEOPLE FREE SPIRIT TASK
Impact! Communications, Inc. uses The PeopleMap© System, founded by Dr. E. Michael Lillibridge
There’s no ‘better’ type – just different!
FOUR COREPersonality Types
Four Core Types
To engage is to connect at a higher-level.
What are the potential
weaknesses (Achilles heel) for each type?
The Evolution of the Generations
Impact! Communications, Inc.
Leading and Learning from a Multi-Generational Workforce
Understanding Generational Differences
Generation XBaby BoomersTraditionalists
1965-1980Gen X, Xers, The
Doer, Post Boomers,
13th Generation
1946-1964“Me” Generation,
Moral Authority
1937-1945Veterans, Silent, Moral
Authority, Radio Babies,
The Forgotten
Generation
1981-2000Generation Y, Gen Y,
Generation Next, Echo
Boomers, Chief Friendship
Officers, 24/7’s
Millennials
GENERATIONALECONOMICAL
Digital Dynamics
CourageousCandidContinuing Stakeholder Conversations
“The truth is, a majority of your
communities are not waking up
everyday giving second thought
to their local hospital. Work to
establish everyday relevance!”
-Michelle Rathman
1
2
3
Prepare
Educate
Collaborate
4
Over
Communicate
Be present in the places people live their lives.
Parks
Ball Fields
Civic
Groups
Social
Gatherings
Grocery
Store
School
Personal
Care
Home
Online Church
To expand your visibility, expand your reach.
Components of a Strategic Communications PlanMarketing: Create material that conveys to your stakeholders that you are listening.
Social Media: Put the right amount of thought and effort into your digital efforts. Doing so
conveys that you are in touch.
Advertising: Print, billboard, radio, and other forms of advertising are and will continue
to be vital to your visibility. Confirm that all messages in circulation/rotation are accurate
and aligned.
Media Relations: Editorial media continues to be an important avenue for exposure. If your
community still has a local paper, your hospital should a frequent feature.
Fulfillment: A great experience, low wait times, friendly faces, compassionate care, whatever
you promise, make sure you deliver!
THE ART OF STRATEGIC ALIGNMENT & COLLABORATIVE COMMUNITY ENGAGEMENT PLAYBOOK
Sample initiatives proven to improve community perception, staff
engagement, and outmigration.
No matter what you spend on external communications know this:
If you don’t invest in developing an authentic culture of excellence – all the money you spend in recruitment won’t help you in
matters of retention.
THE JOURNEY TO EXCELLENCE
IS
ALL THE STARS IN THE WORLD MEAN NOTHING WITHOUT HEART
The Actions of One Make an Impact on All
I own it, I live it, I promise to be it and do it!
Wrapping Your Brain Around 6 Key Takeaways
Uncover Top Focus Areas
01
Identify Target Audiencesand Key RelationshipBuilding Opportunities
02
Define Core Objectives andAreas of Mutual Self-Interest
03
Tap into Strengths andIdentify Roadblocks
04
05
Develop Responsive Tools and Programs
that can be Sustained
Cement a Culture of Sharedand Personal Accountability
06
Mid-South CAH Conference | August 16, 2017, 1:15 – 2:30 pm | Art of Stakeholder Engagement
Visit PowerofRural.org for free resources!
Twitter: @MRBImpact
@RuralMattersPod
MichelleRathman.com
Make Shift Happen!President & CEO
MICHELLE RATHMAN
