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Friday, December 5 • 11:30am - 12:05pm
Content Creation For Healthcare Employees – Understanding Your Audience, Their Preferences, And The Impact Of Your Message
Children's Medical Center

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Content creation for health care employees is similar to content creation for any other employee audience – you must consider your audience, their preferences, understand the impact of your message to them as professionals and communicate your message to them through channels and using tactics that fit into their work schedule. Health care employees face a unique work environment, operate on a 24-hour, 365 day schedule and come into the workforce with a unique educational perspective.

Many organizations use a top-down cascade and rely on old and new school channels to connect with their employee base. These tactics can provide value for communicating in the health care environment, but there are ways to augment communications and increase their effectiveness when creating content for health care employees.

Methods for better content creation:

  1. Know your employees (basic rule for internal communicators)
    1. Shadow them
    2. Attend their meetings
    3. Understand their unit hierarchy
    4. Find the go to people
    5. Learn how to insert your message into their flow, not make them adjust to your flow
  2. Look at your channels
    1. Do your channels reach employees the way you think they do?
    2. Are you speaking with employees or at employees?
    3. Can you gain any information from metrics/analytics?
    4. Can you think of new ways to interact with employees?
  3. Do the work that matters most
    1. Once you have identified your audience preferences and the ways that will most effectively reach your employees, in the way that they best understand information – spend time doing the work that matters

Rachel Butts, Senior Internal Specialist, Marketing & Communications Specialist, Children’s Medical Center

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Rachel Butts

Senior Internal Specialist, Marketing & Communications Specialist, Children's Medical Center

Friday December 5, 2014 11:30am - 12:05pm PST

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