Following the merger of two hospitals, executives at Bayhealth Medical Center in Delaware knew the organization needed to speak with “one voice” for the brand to thrive and patients to get the quality experience they expected. Through a strategic internal communication approach, the hospital identified messages that resonated with diverse employee groups and aligned them around a shared purpose. Importantly, listening sessions also unearthed many long-standing issues that would have inhibited the merger’s success if not addressed.
The goal of the effort was to drive employee understanding Bayheath’s mission, vision, values, as well as the behaviors needed to build a better culture. Central to the approach was helping each staff member know his or her role in contributing to the organization’s success.
The Grossman Group’s approach included primary research that involved management, the communications team and employee groups. Secondary research aimed to help identify how external audiences, including media and other hospitals, were telling the Bayhealth story.
From the research, we then shaped an internal brand and message that resonated across employee audiences — under a common theme of “Many Faces, One Mission.” Through a comprehensive communications plan, we engaged management, supervisors and employees in understanding the messages and what it means to them.