Making the connection - communications and the greater good
After working in the field of healthcare for few years, specifically in communications, one can easily garner talking points that revolve around the idea of what others must do. It is a culture of sorts, where any actor in healthcare at any given event or communication can call out for better collaboration, need for more public-private partnerships and political will to make things happen. Rarely do we listen, concretely and openly communicate directly with each other.
Having learned that lesson in late 2013, it was time to make it happen. But with shrinking budgets and the lingering question of whether this is a task for the communications team, we looked at our in-house communications channels. We decided to take our corporate blog, whose sole purpose was to beat the engagement blues, to the next level. We created MedTech Views - a platform for dialogue on medical technologies. Here we welcomed views from patients, healthcare professionals, policymakers, and others about medical technologies. We backed our approach with a sleeker design, highlighting our vision of improving health by listening to each other, while concretely and openly sharing solutions to issues that affect us all. In order to remain truly authentic, we hosted the platform outside the organisation's website to indicate that it is not our corporate blog, but a blog curated by us.
All we did was set two rules:
- Own Your Message - Ask contributors to bring concrete solutions to the table;
- Drive readers to do something - Make your story relatable and suggest exactly what the reader should do next.
It didn't take much convincing. Artists from design schools, cardiologists, social innovators, young entrepreneurs - all wanted to have their views heard and their perspective taken into account. Not only did this bring everyone's attention to the bigger picture that often goes unnoticed but also helped move discussions to the next big challenge.