Strategic Outreach

Managing Change Via Communications

Strategic Outreach Experience

My experience spans Fortune 500 companies to fearless entrepreneurs.  A sampling of my strategic outreach experience is below.

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.

Responsibilities included:

  • 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

In my current role at Providence Health & Services, I have been 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 communications partners.

I currently have a similar role during our integration of a large medical group (supported by 1100-employees) into Providence.

Thought Leadership

For Infosys (via Golin Harris – 2010)

Designed media relations and Thought Leadership program for IT services giant Infosys (US$5 billion revenues, global)

For Lumen Legal (2006-2008):

3-year program of perspective papers and guest editorials written for CEO David Galbenski, 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 (2007-2008):

Executive communications and editorial during roll-out of a new menu-driven system that helps auto salespeople to sell high-margin insurance and warranty products; positioned as one way to offset slower new-vehicle sales.

Specific Results from my Writing and Media Relations Work

PR 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 door to open 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.

Atlas Technologies: messaging focused on the technology in use

Innovative Communications Strategies

Authored Pull to Push: the new E-marketing Continuum, on the use and integration of RSS.  This article appeared in PRSA’s PR Tactics magazine.

Clear and Compelling Messaging

For Southern California Edison – IT Services (2009-2010)

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 CerMet – nanotechnology product   (2008-2009)

Created and directed intensive PR saturation program to promote a new product that reduces friction in engines and increases fuel economy; the product was fighting for credibility in a market cluttered with snake oil and big claims

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.

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