2. INTRODUCTION
Located in Liberal, Kansas, Southwest Medical Center (SWMC) operates as a not-for-
profit acute care hospital. As the hospital evolves in a changing industry one of the
goals is "Keeping Quality Healthcare Close to Home". This means recruiting &
retaining highly skilled Physicians, investing in state-of-the-art medical technology
and providing compassionate patient service. There will be a renovation to the
hospital that will cause that wing to move into temporary housing. Southwest Medical
are advancing at a large rate, adding new wings on to the never ending growing
facility.
3. COMMUNICATION PLAN CONTENT
How to launch
Technology needed
Effectiveness
The impact of management's response
Generating feedback for continuous improvement
Negative responses
Communications about the change
communication plan can help produce organizational change
4. HOW TO LAUNCH
• Educating the public about the improvements
needed within the hospital.
• Recruiting program participants or
beneficiaries
• Recruiting volunteers to help with your work
• Raising money to fund the renovations
• Countering the arguments, mistakes, or,
occasionally, the lies or misrepresentations of
those opposed to your work.
5. TECHNOLOGY NEEDED
To ensure the communication plan is successful requires the
use of technology to ensure information gets to all levels
within the southwest medical organization. This includes
tools needed for explaining change data, surveys for feedback
as well as instructional tools for training new procedures.
Providing information needed for decision-making will require
a variety of data slides showing not only patient statistics but
also worker status both in the field and in the classroom. the
use of responsibility charting is helpful in keeping track of
who is responsible for a particular area of the change process.
While one manager is working on gathering feedback from
workers about how they feel about the renovations another is
working on establishing the training program to address
those concerns. Establishing accountability will ensure the
change process stays on track while feedback through surveys
will determine whether or not communication is effective.
6. EFFECTIVENESS
Testing the effectiveness of the communication
plan can be done through feedback and
observation throughout the southwest medical
center organization. While surveys can be used
to gather worker input, having face-to-face
contact will produce better results of how
workers feel about the upcoming change.
Surveys may show workers are not satisfied but
observing will show how the workers are
reacting to the information provided. Worker
resistance can be a sure sign the
communication process is failing.
7. THE IMPACT OF MANAGEMENT'S
RESPONSE
If management is providing effective communication throughout the organization the
workers will be asking questions for clarification but will understand the need for the
change. If management is not providing effective communication then managers may
see resistance in the form of disruptions within the work area as well as some workers
trying to sway others against the change. The response by management to
organizational change will be tested by how much worker support they provide. By
showing workers that they share the same values management will gain trust in the
decisions they are making will benefit everyone and not just management
8. GENERATING FEEDBACK FOR CONTINUOUS
IMPROVEMENT
❏ Surveys
❏ Discussion Boards
❏ Interviews
❏ Change websites
❏ Team meetings
9. NEGATIVE RESPONSES
The negative responses to change can be limited by appealing to the workers sense of
dedication in helping the sick. . Seeking participation in the change process by
asking for worker input can also assist management in limiting negative responses.
While positive strategies work best to redirect negative responses to change, control
and pressure strategies may be the only way to resolve the disruptions caused by
resistance workers. Keeping communication open not only helps address negative
responses but organizational change as well.
10. COMMUNICATIONS ABOUT THE CHANGE
• Having a communication plan affects
organizational change by identifying the need,
getting top management support, seeking feedback,
and focusing resources. The southwest medical
center has identified the need for change due to
outdated technology and minimal space within the
hospital both at which are considered safety issues.
The communication plan helps gain support from
top management and stakeholders in promoting the
change across the organization as well as ensuring
communication avenues are open and address the
needs of the workers during the change process.
The communication plan is also used to focus
resources by identifying levels of responsibilities
and holding accountable those who are guiding the
change to ensure success.
11. COMMUNICATION PLAN CAN HELP
PRODUCE ORGANIZATIONAL CHANGE
Without a communication plan in place there is no clear direction by southwest
management only chaos leading to worker frustration and confusion about the
impending change. With open communication and a good plan the southwest medical
canter will make the transition through the new change with no problem due in part
by their committed workers who are dedicated to the cause.
12. REFERENCES:
• Economy, P. (2013). 5 ways to get your Employees to speak up, Internet Search, Inc.,
The Leadership Guy.
• McQuerrey, L. (2016). Ways to Increase Communication between Managers &
Employees, Internet Search
Notes de l'éditeur
Located in Liberal, Kansas, Southwest Medical Center (SWMC) operates as a not-for-profit acute care hospital. The first patient received medical service on August 17th, 1964. Prior to this date, citizens in the area relied on Epworth Hospital for medical care. Southwest Medical Center is a business entity governed by a Board of Trustees appointed by the Board of County Commissioners of Seward County, Kansas, and an administration selected by the Board of Trustees. As the hospital evolves in a changing industry one of the goals is "Keeping Quality Healthcare Close to Home". This means recruiting & retaining highly skilled Physicians, investing in state-of-the-art medical technology and providing compassionate patient service. There will be a renovation to the hospital that will cause that wing to move into temporary housing. Southwest Medical are advancing at a large rate, adding new wings on to the never ending growing facility.
Communication is an ongoing activity for any organization that serves, depends upon, or is in any way connected with the community. The purpose, audience, message, and channels may change, but the need to maintain relationships with the media and with key people in the community remain. As a result, an important part of any communication plan is to continue using and revising your plan, based on your experience, throughout the existence of your organization. Knowing who your audience is makes it possible to plan your communication logically. You’ll need different messages for different groups, and you’ll need different channels and methods to reach each of those groups. The initial focus of the communication will be towards upper management to convince them that new processes are needed and since this involves the safety of workers resistance to this new change should be minimal. Emphasis will be placed on management to take action to send the message of change throughout the organization. This will show workers at all levels that management is concerned for their welfare and will do everything possible to support them through the new process. Giving guidance to lower level management and enlisting their support for change will go a long way in providing open communication at all levels and in all directions. The flow of information will require technology to ensure the message is effective.
Both public and private institutions are increasingly using the Internet and other technologies to streamline the delivery of health information and services. This results in an even greater need for health professionals to develop additional skills in the understanding and use of consumer health information.
The increase in online health information and services challenges users with limited literacy skills or limited experience using the Internet. For many of these users, the Internet is stressful and overwhelming—even inaccessible. Much of this stress can be reduced through the application of evidence-based best practices in user-centered design.
Ideas about health and behaviors are shaped by the communication, information, and technology that people interact with every day. Health communication and health information technology (IT) are central to health care, public health, and the way our society views health. These processes make up the context and the ways professionals and the public search for, understand, and use health information, significantly impacting their health decisions and actions.
Testing the effectiveness of the communication plan can be done through feedback and observation throughout the southwest medical center organization. While surveys can be used to gather worker input, having face-to-face contact will produce better results of how workers feel about the upcoming change. Surveys may show workers are not satisfied but observing will show how the workers are reacting to the information provided. Worker resistance can be a sure sign the communication process is failing.
If management is providing effective communication throughout the organization the workers will be asking questions for clarification but will understand the need for the change. Having received guidance from management workers will provide input as to any areas they have concerns with such as safety issues. If management is not providing effective communication then managers may see resistance in the form of disruptions within the work area as well as some workers trying to sway others against the change. The response by management to organizational change will be tested by how much worker support they provide. This will be determined by how active management is in communicating not only the new change procedures but empathizing with worker fears by listening and addressing worker concerns. By showing workers that they share the same values management will gain trust in the decisions they are making will benefit everyone and not just management
Generating feedback for continuous improvement requires action from both management and workers who, in order to keep communication flowing will need to provide honest input for each other. Assessments of gathered survey data before, during and after training will provide some information that management can use to adjust parts of the change process. Receiving feedback from workers on problems with understanding local customs and distinguishing community locations can give management the necessary information to adjust the training program to incorporate additional information to ensure worker effectiveness in the field. Management, through observation and face-to-face contact with workers can provide clarification and immediate positive reinforcement of correct processes leading to further goal attainment. This positive reinforcement will provide recognition for the workers as well as continuing support from management.
These negative responses to change can be limited by appealing to the workers sense of dedication in helping the sick. . Seeking participation in the change process by asking for worker input can also assist management in limiting negative responses. Management can also show that they support the workers through this time of change and appeal to their loyalty as other coworkers are embracing the change. While positive strategies work best to redirect negative responses to change, control and pressure strategies may be the only way to resolve the disruptions caused by resistance workers. This may mean management may need to change a work center structure, leadership, remove or even terminate an individual to ensure the change process is successful. Keeping communication open not only helps address negative responses but organizational change as well.
Having a communication plan affects organizational change by identifying the need, getting top management support, seeking feedback, and focusing resources. The southwest medical center has identified the need for change due to outdated technology and minimal space within the hospital both at which are considered safety issues. The communication plan helps gain support from top management and stakeholders in promoting the change across the organization as well as ensuring communication avenues are open and address the needs of the workers during the change process. Seeking feedback from all levels is the key point in the communication plan that through input gains trust and commitment from workers willing to put for the effort to make the changes needed to continue to provide support to others while protecting themselves. The communication plan is also used to focus resources by identifying levels of responsibilities and holding accountable those who are guiding the change to ensure success.
Without a communication plan in place there is no clear direction by southwest management only chaos leading to worker frustration and confusion about the impending change. With open communication and a good plan the southwest medical canter will make the transition through the new change with no problem due in part by their committed workers who are dedicated to the cause.
