Introduction

CourseObjective of Effective Healthcare Communication, Public Relations & Engagement

• Stakeholder mapping & segmentation
• Branding & positioning
• Patient or Person: beliefs, behaviors, and actions
• The tools and techniques required to manage reputation in a complex media environment
• How to manage knowledge within the business for media effectiveness
• How to shape external perceptions of your organization by first-class corporate internal communications
• How to develop a strategic approach and a clear plan of action

Course Outlines of Effective Healthcare Communication, Public Relations & Engagement

Day 1: High-end Communication in Healthcare Stakeholders

• Constructing messaging/content around activities
• Risks & ethical considerations
• Channel communication & Managing external resources/partnership
• Measuring impact & evaluation
• Understanding your audiences through stakeholder segmentation
• Customer journey/experience mapping
• Gaining perspectives from payor, provider and regulatory perspectives
• Seeing the person behind the patient
• Exploring channel strategies & approaches
• Briefing external partners (including agencies and PAGs)
• Harnessing Patient Support Programs (PSPs) & Disease Awareness Campaigns (DACs)
• Exploring best practice in internal engagement
• Maximizing your internal corporate communications function
• Explore benefits, risks, and ethics of campaigns
• Measuring the impact of your engagement & communication strategy

Day 2: Advanced Understanding of Design/Strategy for Public Relations

Risks and Threats: Their Identification and Management as hospital/organization

• Planning for the unexpected
• Using communication activities to manage risk to the reputation
• Repairing a damaged reputation
• Identifying opinion formers and influencers
• Engaging with key decision-makers
• Principles for building sustainable relationships with decision-makers and influencers
• VIP and political contact programs
• Monitoring political activities

Day 3: Corporate Communications/PR in the Corporate Mix for Hospital Image

• Media Relations best practices
• Effective event management
• Developing a crisis management toolkit
• Hosting VIP visits
• Protocol in practice
• Financial PR activities and roles
• Multinational and global communication challenges

Day 4: Powerful and Persuasive Planning for your own Country Hospital

• 10 stages of PR planning
• Using market research to plan PR activities
• Developing measurable objectives for activities
• Identifying core messages
• Developing practical communication toolkits
• Creating a schedule of PR activities
• Measuring outputs, outcomes, and value

Day 5: If site-visit to the hospital is applicable, we will visit one public or private hospital to cover the following:

• Observing day-to-day responsibilities such as managing human resources, allocating budgets and other financial resources, submitting reports, and maintaining and managing IT systems and databases, coordinating with doctors, physicians, nurses, surgeons, health information technicians, pharmacists, and other professionals to ensure patient quality care, treatment, and rehabilitation.
• Understanding the roles with regard to making a policy decision, overseeing patient care, budgeting and accounting, marketing, and driving policy impacting and technology innovations in the hospital.
• Q&A session with the hospital founder/manager