Transforming Hospital Teams: Internal Communication (Fourth in a series)


3/11/2016

Transforming Hospital Teams: Internal Communication

(Fourth in a series)

 

I’ve just completed another series of engagements on the subject of engaging community stakeholders.  About an hour into my workshop, I begin to dive into the subject of internal stakeholders; of course, I’m talking about hospital employees, or as I prefer to call them, caregivers and organization ambassadors.   One of the questions I always pose to the leaders in my sessions is, “How many of you publish a weekly or monthly internal news bulletin?”   Because I’ve been doing this for a while, I’m not surprised to see a mere spattering show of hands with more in the audience looking down or around to avoid eye contact with me.  I asked the question not to ridicule or judge, but to begin a meaningful conversation about the critical importance of deliberate, strategic, and frequent internal communication. 

Here’s why: there is no faster way to start and keep rumors alive than to under-communicate with team members.  Lack of consistent, well-branded internal communication contributes greatly to the "us vs. them" mindset that plagues many healthcare institutions.   In reality, it’s less about what’s being said and more about what you’re not saying that’s causing internal strife, and, believe it or not, contributing to your outmigration woes.  Under-informed employees can do damage to your hospital’s reputation within the community.  This is especially true in small and rural areas.

 Not getting the memo

Here’s an example.  A CAH is building a multimillion-dollar replacement facility on a new site across town while opting to keep its skilled nursing beds and other "non-essential services" in the current location.  During a very public groundbreaking, a reporter conducting random interviews asks an employee, who felt she was being left behind, “What do you think about having a new hospital?”  Her reply, which made the front page of a local newspaper, was:  “Administration doesn’t care about the nursing home patients in this community!”   What began as a celebration turned out to be a very somber event.  Of course, the CEO and the Board of Trustees cared deeply for the nursing home; in fact, the replacement hospital was the very thing the nursing home needed in order to survive long-term.  On a landlocked campus with no chance of expanding revenue-generating services, the nursing home would have been phased out.  Unfortunately, this caregiver and others on the team never got that memo, and instead, made up their own stories.  It was their version and not the hospital's that shaped the community’s perception of what was happening. 

Healthcare leaders are challenged most during times of organizational change. Nothing can sidetrack progress like employees who are disengaged, distrustful or skeptical of management’s intentions. A well-thought out internal communication strategy can change that and can help facilitate organizational change by transforming disenfranchised workers into focused, engaged employees, inspiring them to deliver the brand and building commitment to the hospital’s mission, vision and goals.

One of the biggest misperceptions about internal communication is that information sharing is communication. Many a hospital administrator I’ve worked with over the years has bemoaned the fact that they’re putting lots of information out there, but getting less enthusiasm and support for what they want to do. This is the crux of the problem – confusing information sharing with communication. Telling someone something doesn’t necessary mean the information is received or understood.

 A focused alignment

Strategic internal communication is a purposeful approach to interpreting organizational strategies and issues for your employees and developing messages, methods and systems to reach, engage and gather support from internal audiences. To maximize internal communication, healthcare executives need to define the role of internal communications beyond disseminating information. This requires a focused alignment of internal communication to hospital goals, engagement of managers at all levels as ambassadors in the communication process, and expert communication professionals to help as strategists and advisors.

 Done correctly, internal communication can:

An internal communication plan (playbook) provides a solid framework for the organization. Without it, your hospital is a disjointed collection of employees working individually to achieve their own goals. With effective internal communication, your hospital becomes a powerful, cohesive unit that can successfully handle transformations and succeed.

Despite how different organizations and people communicate, these core principles of communication always apply:

Internal communication is one of the most important aspects of managing change at your hospital. Make sure information flows in all directions and ensure that employees learn immediately about things that interest or affect them. Be open and sensitive to other’s style of communication and check your communication systems and channels regularly to make sure that internal communication is relevant and timely for your employees.

For more information, visit http://www.doitwithimpact.com.

Follow Michelle @MRBimpact