Online and Offline Customization DigitalNow 2006 Maryjane Wurth

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Online and Offline CustomizationDigitalNow
2006Maryjane Wurth
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• 500 not-for profit and public hospitals and other
  health providers
• 6 beds -- 2500 beds
• 50 million -- 4 billion

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HANYS Advocacy Day 2006
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Members Complex Environment
ER/Clinic Rate Freeze
Medicare reform
corporate compliance
declining reimbursement
shift to outpatient services
Pension funding
patient safety
Medicaid managed care
aging population
hospital report cards
access to capital
staff satisfaction
Medicaid Fraud
patient satisfaction surveys
underinsured population
State budget
Information technology
medical cost inflation
JCAHO
Niche providers
medical errors
P4P
bioterrorism
HMOS
corporate compliance
staff shortages
EMTALA
risk management
Certificate of Need
Health saving accounts
RIGHTSIZING COMMISSION
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Customization is about Relevance

• HANYS Value Proposition
• HANYS is a vital membership organization that
  gathers and leverages knowledge and information
  to
• advocate effectively for our members
• develop tools and products
• create a sound operation

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3 Cs to Customization

Context
Communication
Connection
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Context
What Strategy Creates Relevance?

• How do we drive HANYS
• TOTAL solution
• to the members?

Advocacy Results AND Marketplace Solutions
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Never underestimate the power of culture
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Context Risk-taking Culture

• Appreciation of Diversity of Thought
• Rewards for Risk Taking
• Encouragement of Innovation
• Idea generation
• Team Collaboration
• Knowledge Sharing

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Leadership Development

• Philosophy It takes an association
• Expectation and Evidence
• Getting everyoneon the same page
• Corporate accountability
• Benchstrength Development
• Focus on strengths
• Aligned Recognition and Rewards

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Communication
Never underestimate the need for communication
And the amount of time this takes!
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Communicate, communicate

• Philosophy staff need the best information to
  do their jobs and provide customized value
• Staff need help making connections
• Staff need to get talking AND
• listening!
• Mix it up! Appreciate diversity of thought!

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Communicate Forums

• Quarterly Full Staff Meetings
• Monthly Leadership Meetings
• Staff lunches
• Issues Forum
• Open door access
• Social Events

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CommunicateTechnology Tools

• Email
• Voicemail
• Intranet
• Surveys
• Satisfaction/
• engagement survey

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Connect
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Connect
To whats important - priorities
T E C H N O L O G Y
1) FINANCIAL and PAYER ISSUES
2) WORKFORCE
3) QUALITY
4) REDESIGN RATIONAL REGULATION
5) ACCESS, COMMUNITY HEALTH and EMERGENCY
PREPAREDNESS
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Align staff to Priorities
Strategic Priority Workforce
Advocacy Representation
Tools Information
Marketplace Solutions
Education
ADVOCACY
BUSINESS
OPERATIONS
Integrated Leadership
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Aligning Operations to Support
Customizatoin

• Fluid structure execs decide
• Self-organizing teams
• Work plans, budget
• Reward, highlight good behavior
• Proud to Serve Awards
• Toolbox to distinguish performance

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Aligning Marketing

• Overall strategy - it takes an association, so
  promote it!
• Tactics
• Targeted, specific, mine intelligence
• Done by any staff person, including execs
• Use all resources - Exec Suite
• Structure - same person coordinates business
  marketing and member relations

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Aligning Membership

• Challenge - diversity of members
• Strategy - build awareness/loyalty through
  customized engagement
• Tactics
• Member visits
• Mentorship Program
• Membership forums
• Satisfaction Survey

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Aligning Technology

• Executive Suite
• Electronic Communications
• Timeliness value
• HANYS NEWS
• E-lerts, email campaigns
• Communities of Practice - CIOs
• NEW - wikiHANYS, audio archives

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Top Tips Customized Alignment

• Ensure commitment from leadership
• Create the compelling why customization means
  relevance
• Create a context of risk-taking and innovation
• Keep everyone aligned through constant
  communication
• Foster connect points and structural supports to
  hardwire customization throughout