improving stakeholder communication

CAeHC Webinar

Keys to Improving HIE Stakeholder Communication

Daniel DanzigKaren Hunt

Agenda Topics

•Stakeholder Analysis•Strategy•Branding

•Messaging•Web Design

•Media Relations•Social Media

Know Who Your Stakeholders Are

Who’s your target?

Know Your Stakeholders’ Attitude

What’s their perception about what you are offering them?

Know How to Reach Stakeholders

What and who do they pay attention to?

Creating Personas

• What will convince him to become electronic?

• Who does he trust?• How can you best reach

him?

Dr. Seasoned, the solo doc with a paper file fetish

Creating Personas

• What level of information and help does she need?

• Who does she listen to?

Dr. Online, who grew up with computers

• What about her job keeps her awake at night?

• How can you make her life easier?

Creating Personas

Brunhilda, the office manager who rules the roost

Why you need a strategy

• Ensures you know where you’re going and how you’re going to get there.

• Keeps you focused.• Gives you something

to measure results against.

Branding

• It’s more than a logo. • A brand is the sum of all the

associations, feelings, attitudes, and perceptions people have about your organization, services, and products.

Messaging Tips

• Keep it simple -- three or four points – active verbs.

• Write your key messages as “bumper stickers.”

• “Every idea you present must be something you could easily get across at a cocktail party with strangers.” Jack Welch, GE

TRUST – the goal in HIE

• Calling yourself trusted doesn’t make you trusted.

• Do you know what it will take for stakeholders to trust you?

What Your Website Says

About You

Leverage the Media

• Spot the trends• Become a thought

leader• Avoid the junk mail list

Media: Content & Clarity

• More regular contact, share interim milestones

• Give reporters lead time• Develop an expert “tree”• Clarity of: purpose, structure,

process• Updated info on the Website

Social Media

To Socialize or Not To Socialize?

• What is the communication strategy?

• Who/where is your “community”?

• Listen, Participate, Create• What’s the ROI?

To Socialize or Not To Socialize?CA eHealth Initiative Kentucky Regional Extension Center

Questions?

Contact:Karen Huntkaren@healthtechcg.com510-499-3131

Daniel Danzigdan@healthtechcg.com925-216-8153

www.healthtechcg.com