corporate communication in a changing hospital
DESCRIPTION
Guest Lecture on April 5 at Wageningen UniversityTRANSCRIPT
Corporate Communication in a changing hospital
Celia Noordegraaf
WUR April 5, 2013
Introduction
+ Education: Master of Dutch Language & Literature
Master of Marketing Strategy
+ Work: Academy of Expression & Communication
Vrije Universiteit Amsterdam
Hogeschool INHOLLAND
CUMAR BV
Jeroen Bosch Ziekenhuis, ‘s-Hertogenbosch
+ Private life Married, two sons
running, rowing, golf, music, theatre & art
The hospital organization in 2007
+ Three hospitals merged in 2002 to one Jeroen Bosch Ziekenhuis
+ Ambition: a brand new hospital
+ Reality: not enough money, lack of company pride, three different hospitals using their old names, poor reputation, little hope for a better future, high ambition
Trends in society
+ Call for transparency about quality of care
+ Health care is to become a market: government aims to make health care cheaper and better through competition
+ A lot of attention in the media for incidents and calamities
+ Less trust in doctors
+ The shopping health care consumer demands more service
+ Much information on the internet: dr. Google
+ More power to patient organizations
+ 2.5 persons for Patient Information Service (flyers, meetings, 2 information centers)
+ 1 webmaster (no intranet)
+ 2.5 persons for press contacts (reactive), internal communications (staff magazine, newsletter)
+ Low budget, low ambition, low position
+ New ambition: to be proud of our hospital
The communication department
Opportunity!
November 2007: driving the first piles
The new JBZ emerges
Health to Business
+ Knowledge exchange
+ Meeting point for doctors, health care managers and businesses
+ Ambition: stimulating innovation by
+ Meetings, excursions
+ H2B-Award
+ Adopting projects
www.h2bc.nl
+ Once a week we discuss all press contacts
+ We serve them as quick as possible
+ We respect their independence
+ We are open and transparent about bad news (HSMR, analyses of calamities)
+ That is why we can count on them for good news (new treatments, events, new doctors)
Taking press relations serious
March 13, 2010: kick-off fundraising campaign
Vote for one of 10 projects to make the stay in the hospital more pleasant for patients
The local society comes in action for the hospital
May 12, 2011: planting a tree
June 27, 2011: the Prince of Orange opens the new hospital
Art is part of the healing environment
+ Art brings comfort, distracts, inspires, helps process the life events that happen in the hospital
+ concerts in the chapel
+ theater (Sugarfriends)
+ paintings and sculptures
+ 75% of the people in the area of coverage has already been in the new hospital
+ 94% knows the Jeroen Bosch Ziekenhuis
+ Patients mark the hospital at 7.7
+ Everybody is proud of the new hospital
New challenge: improving service and patient safety
2012 : one year later
+ Patients, visitors, but also primary care doctors, nursing homes, health care insurers
+ Client Information Centre
+ Complaints
+ Market research (also online)
+ Web care, phone reachability, making appointments
New: Customer relations
Schiphol concept in care
customer service
SMS Alert
reminding
appointments
treatment
adherence
tackling crises
Met dank aan inspiratiesessie van www.linkedin.com/in/martijnhulst
Patient empowerment & patient participation
E-consult with Face Talk
2013
+ The hospital is transforming into a safe, open, innovative, transparent and welcoming patient center
+ The communication department supports that change by offering tools: social intranet, Winkwaves and consulting at change communication
+ Roles: strategy, advice, implementation, execution, control
+ @Celianoor
+ http://www.linkedin.com/in/celianoordegraaf
To stay in contact