There are several crucial factors that influence the successful launch of any new service. The benefits of communicating with a broad range of potential clients goes far beyond the bottom line. Many patients have very little access to diabetes clinics; therefore, marketing will be an integral part of communication. The chief marketing team at Health and Wellness America plans to develop and help implement new and strategic communication strategies.
The team at Health and Wellness America will develop a 4-point communication model to reach and effectively convey information to the four major generations.
Our company will use four primary tools: coherence, consistency, continuity, and complimentary, along with the understanding the importance of connecting with the target audience. We will also provide Phoenix Health Systems with multiple examples of successful industries that have been able to leverage transparency, along with a plan to apply those transparencies to your strategy.
Communication Strategies or Different Generations Determining the target audience and what information we are trying to convey is essential to communicating effectively.
Once the target audience is identified, the method of communication can be established. The target audience for new diabetes clinic within a hospital will be anyone who suffers from diabetes or has family and friends with diabetes. Different methods of communication will be imperative because of the wide range of people diabetes affects. Diabetes can strike anyone from any background, ethnicity, age, gender, and socioeconomic status.
Health education and social marketing are the two major types of communication that will have the largest impact on such a large and unspecified audience. Education is an essential component of action to promote health and prevent disease. Campaigns, to promote healthy lifestyles and preventative health services, have been a fundamental tool since the 1 96(Yes (Nutmeat, 2000). Promotions are appealing to the older generations, such as the baby boomers, who still investigate reading materials such as pamphlets and medical literature in the waiting areas of their primary care providers.
Understanding differences between the generations is fundamental in building a communication model that is not only effective, but efficient (United Nations Joint Staff Pension Fund, 2014). For each generation, there are particular experiences that mold specific preferences, expectations, and beliefs (Sloshes, 2012). Traditionalists: are indirect communicators, and respect a more traditional approach and often do not respond well to the jargon used to attract other generations.
Communicating with this generation may require some probing and will need some written communication to aid them. This generation will also require some face-to-face approaches to help gain their trust, loyalty, and understanding. It is important to make traditionalist feel comfortable by communicating in a formal manner that is respectful and serious (Sloshes, 2012). They do not respond well to sales pitches. The use of newspapers, television, radio, community mailers and other written communication will be a beneficial when communicating a message to large groups of traditionalist.
Baby Boomers: This generation has some characteristics of the traditionalist generation; however, they possess ample knowledge of genealogy but would prefer a more personal style of communication over an impersonal approach. Baby boomers do not like feeling like they are being told what to do; they would rather have detailed information to help them make the decision on their own (Sloshes, 2012). Baby boomers tend to need both traditional and non-traditional forms of communication to communicate information effectively. Generation X: This generation prefers online forms of communication and interaction.
E-mail is the preferred medium. Generation X will also want to ask questions so using electronic forums, blobs, tutorials, and there online tools, this will be an excellent strategy for communicating (Sloshes, 2012). Generation Y: This generation is very high tech and responds well to social media (Sloshes, 2012). Using just about every form of electronic communication tool will be a useful asset when addressing Generation Y. This generation does not accept just one main source of information, they prefer to do research and establish facts through other outlets.
We can also expand our education via social media and networking sites such as WebMD and other online medical journals. Interactive communication such as healthy eating demonstrations and health and fitness expos in the community will appeal to the younger generation while also allowing the target audience to be more proactive about the treatment and maintenance of diabetes. Reaching Targeted Audiences Our company will use four primary tools: coherence, consistency, continuity, and complimentary, along with understanding the importance of connecting with the target audience.
Coherence: Media is the logical thought when trying to spread the word about the clinic opening and why patient should seek treatment for diabetes. When targeting the traditionalist and baby boomer generations’ social media will not be the main form of communication. While their loved ones from the X and Y Generation rely heavily on the use social media as their primary form of communication. Older generations tend to respond positively to television advertisements, pamphlets, and print ads.
When using those forms of communication it will be important to show risks, concerns, complications, statistics, and what sets the new facility apart from other diabetes clinics. Younger audiences will respond more positively to information displayed n social media. The message to younger generations will need to place an emphasis on cost, signs and symptoms, and treatment increasing quality of life. It will also be important that other relatable electronic resources are provided, so the more tech savvy audiences can conduct research and ask relevant questions.
Consistency: It is crucial to be consistent when delivering the hospital’s mission and vision through multiple communication channels. Continuity: Conveying a message of continuity will give the targeted audience reassurance and confidence in the services being provided. Complimentary: Using the different avenues across multiple platforms of social media, print, and television advertisements will help grow a wider audience. Hosting community events and wellness checks will also promote brand recognition and trust among the community.
Leveraging Transparency Today’s healthcare is complex; it involves leveraging population health programs to make a greater impact on the community health issues (CHI, 2013). Some healthcare industries have launched diabetes program successfully with a push towards transparency. Examples of such industries or organizations include: Gosling Diabetes Center, Inc. Good Samaritan Hospital, Northwestern Memorial Hospital, the American Association of Diabetes Educators, Leapfrog Group, Health Consumer Powerhouse, the University of Miami and Vanderbilt University.
Northwest Memorial Hospital: Northwest Memorial is committed to meeting the health needs of Chicago, as well as the community surrounding it for 1 50 years. Northwest Memorial Hospital has also partnered with community healthcare organization for the last 40 years. Teamwork has aided the successful tackling of the health needs of the community including chronic diseases such as diabetes, eloping to launch the Diabetes Collaborative Program.
This comprehensive program initially started with 200 patients in 2006, through a collaborative effort of Northwestern Memorial, the School of Medicine at Northwestern University Fingers, as well as the Near North Health Services Corp. (NM, 2012). The goal of the program is to identify and educate adult type two diabetic patients about disease management. The program currently tracks over 4,000 diabetics currently engaged in routine examinations and care. It provided materials for health education in English as well as Spanish.
The materials are designed to increase patients’ understanding regarding the disease, proper eating habits, diet, as well as the significance of routine checkups (NM, 2012). Vanderbilt University: Vanderbilt program aims to improve chronic disease management, high-risk transition, care coordination as well as high-cost patients, who have diabetes, hypertension, and congestive heart failure. Most of the patients are Medicaid and Medicare beneficiaries who live in 18 urban and rural counties in Kentucky and Tennessee. It is funded with $18,846,090 and the estimated savings within three years is $27,269,705.
To improve the management of asses, Vanderbilt has built inter-professional health teams as well as improved health information technology (HIT) which includes disease registries and clinical workflow involving an evidence-based decision support. This has increased communication and care planning. The resulting outcome has been; improved coordination of care, reduced hospital admissions, as well as readmission and emergency room calls and visits (SMS, n. D. ). Applying Transparency There are five simple steps to apply transparency successfully in the new diabetes program much like other organizations have.
The first step is to increase staff knowledge and confidence. The second step is to provide physicians and nurses with guidelines for diabetes management. The third step is to improve education and clinical management for inpatient and outpatient clients. The fourth step is to establish interdisciplinary teams. The team’s specific activities include the establishment of diabetes care goals, clinical staff education, and quality improvement activities designed to evaluate diabetes management. The final step is to develop a marketing team to communicate the clinics services and healthcare opportunities. Conclusion
The process of successfully launching a new diabetes clinic will continue long after the clinic open and fully functional. Communication strategies will need to be in place for many different circumstances. Over the course of roughly 12-18 months, Phoenix Health Systems will be aided by Health and Wellness of America to institute the 4-point communication model to reach and effectively convey information to the four major generations. The use of coherence, consistency, continuity, and complimentary communication strategies will help deliver information to the masses in the most efficient and transparent way possible.
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