Employee Engagement: Help at the Hospital
A large Texas-based healthcare system is facing significant challenges in preparing and delivering its open enrollment materials for the upcoming period. The organization struggled with the volume and complexity of materials, resource constraints, creative demands, and tight deadlines. They were also implementing a new creative direction across multiple channels, while it was necessary to convey changes to their benefit plans.
The health care system urgently needs to engage a contractor or agency with expertise in creative direction, messaging, content creation, and multi-media deployment. We provided work efficiently within the organization's brand guidelines, met strict deadlines, and produced high-quality, compliant materials that effectively communicated complex benefits information to a diverse workforce across Texas.
Client
Baylor Scott & White Health System
Year
2021
Key Accomplishments
Reaching Multiple Audiences
Result: Utilizing a mix of communication channels, such as face-to-face meetings, email, instant messaging, video conferencing, and collaborative platforms, ensured that we catered to diverse communication preferences.
Adapting content and style is also crucial. For older generations, used formal language and provided detailed information, whereas for younger generations, we kept messages concise, used visual aids, and incorporated interactive elements. Fostering cross-generational collaboration through mixed-generation teams and mentoring programs promotes understanding and knowledge sharing.
We ensured messaging was clear and accessible to all age groups, avoiding jargon or overly complex language. Balancing digital and in-person communication while recognizing individual differences and being flexible in your approach will help bridge generational gaps and enhance overall workplace collaboration and productivity
Change Management
Result: A communications department was needed but the change management required aligning internal stakeholders, including leadership and sales to support the change management process. The solution encompassed the following key elements:
A robust communications strategy was formulated, tailored to meet the specific needs of employees and executives, with approval from the CHRO.
Cross-Functional Alignment: We established meetings with HR, Benefits, the PR firm, photographer, and IT developer. These sessions established proper creative development and alignment on brand, messaging, timing, and delivery of all communication products.
This comprehensive solution enhanced employee satisfaction and saw an uptick of 4% in enrollment from the year prior.
Communication Plan
Result: Creative direction involves crafting a unified and compelling narrative that resonates with a diverse workforce, making complex benefits information accessible and engaging. By utilizing creative messaging, we tailored communications to different employee segments, ensuring that the information is relevant and easily understood. This approach not only enhanced the clarity of the benefits being offered but also drives higher participation rates.
Incorporating elements such as stylized photography of employees, and new multimedia deployment, including videos and interactive digital content, helped to capture attention and maintain interest. Working with agencies allowed us to leverage specialized expertise and innovative techniques, ensuring that our materials were high quality and effective. Adhering to brand standards throughout this process ensured consistency and reinforces the organization's identity, fostering trust and recognition among employees.
“Justin embodies strong leadership qualities. He is highly approachable and readily available, provides active listening and valuable advice when I needed it most. He offered suggestions and solutions to help me navigate challenging situations, demonstrating his strong problem-solving abilities.”
— Lisa Mitchell, Los Angeles, CA