I’ve had the privilege of working with and learning from a number of major upheavals within industries including healthcare, information technology, manufacturing technology/systems (for automotive, aerospace and other durable goods industries), and professional services/law.
This experience spans Fortune 500 companies to fearless entrepreneurs. A sampling of my strategic outreach experience is below. You’ll also find ideas and experiences within my blog posts on this site.
Change Management Communications
At Providence Health & Services, I directed the communications team for the multi-year conversion of our 5-state health care system to an integrated Electronic Health Record (EHR). One of the largest Epic implementations, it has included 27 medical centers and hundreds of clinics and labs in California, Oregon, Washington, Montana and Alaska. My team of four communicators created extensive tactical communication plans for each acute care and clinic group implementation beginning 180 days before the go-live.
We engaged leadership, physicians, clinicians and business staff in ongoing efforts to standardize and reduce unnecessary variation during Epic optimization.
- Identify/define communication needs of the initiative and develop strategic plans
- Develop key messages and talking points to support senior executives, aligned with the Providence Mission and vision and Epic project branding
- Ensure sponsors, leadership, and local communicators are fully supported by my team of regional communication managers
Results and accomplishments:
- Managed and executed multiple schedule-delay announcements, system wide; timing was crucial due to disruptive nature of the delays
- Managed my team and other communications resources effectively and under budget
- Wrote/coordinated communications for C-level system and regional leadership
- Senior leaders gave average score of 4.4 (very satisfied) out of 5 for EHR implementation communications, surpassing stakeholder survey scores for general regional/system communications
Also at Providence Health & Services, I served as the change-management communication lead for the integration of a major medical center and cancer institute (in Santa Monica). Scope included all HR, IS and corporate communications to core leaders and staff. I developed strategy and the communications plan with tactics and messaging, working with the hospital leadership, project managers and communication partners.
At HealthCare Partners, I directed communication programs during amajor care model transformations and other initiatives. The work included development of the narrative strategy, with supporting tactics such as email newsletters, articles, announcements, Town Halls, and resources for managers (FAQs, talking points, video, presentations).
HealthCare Partners operates a six-state system of primary care and urgent care clinics supplemented by a network of affiliated specialists.
For Infosys (via Golin Harris)
Designed media relations and Thought Leadership program for IT services giant Infosys (US$5 billion revenues, global)
For Lumen Legal:
3-year program of perspective papers and guest editorials written for the CEO, articulating his vision for a new era of legal services for the business world. This was followed by development of a unique Information Management paradigm for litigation e-discovery.
Re-branded the company (including re-naming it, with related research), and executed internal communications (core values).
For GMAC Insurance:
Executive communications and editorial during roll-out of a new menu-driven system that helps auto salespeople sell high-margin insurance and warranty products.
Specific Results from my Writing and Media Relations Work
Content readership is one thing, specific sales results are another. Here’s some of my favorite anecdotal results from articles that I have written, with my related media relations activity also noted.
-For a Midwest regional provider of corporate legal services, insightful perspective papers inspired an editor-written feature article in INC magazine. Immediately, the company broke into the national scene with inquiries from the largest New York law firms.
-For an automation builder, the second opportunity to sell their systems in the appliance industry was caused by a case study about the builder’s first appliance-industry project. No salesperson had previously been able to penetrate this prospect – the article did it.
-For a small specialist in truck driver recruitment technology, getting Exxon to endorse their services in an article put them in a whole new league, and big clients came on board quickly.
-For a new nanotechnology product that increases fuel economy, early case study work overcame skepticism from editors (the “snake oil” syndrome), enabling extensive coverage in a key market and the credibility needed to pitch major freight carriers.
Innovative Communications Strategies
Authored Pull to Push: the new E-marketing Continuum. The article appeared in PRSA’s PR Tactics magazine.
Clear and Compelling Messaging
For Southern California Edison – IT Services
Internal communications (Change Management): Edison’s IT serves their 18,000 employees with everything from laptops to major data handling initiatives.
Formulated corporate communications for Edison’s ERP installation (SAP), the largest ERP transformation in the energy industry.
For Atlas Technologies (automation specialist):
PR, advertising and direct marketing in Year 1 and 2 of the program were key in raising awareness of a new Just-in-Time technology. The messaging evolved and so did Atlas market share. By Year 6, Atlas outsold all competition combined. In subsequent years, new automation products were successfully launched.