It's All About People Communications Reach and Impact

Key challenges

• A stretched workforce
• Information overload and message fatigue
• Limited workforce access to communications channels
• A diverse workforce 
• The integrated care system is not integrated
• Culture shift resistance
• Lack of top-down support and ‘permissions’ 
• Lack of awareness or understanding of personalisation ​​​​​

Opportunities

To address a stretched workforce with information overload:

• We are working to integrate our messaging into existing workflows and staff communications. 
• We are developing more bite-size and multiformat content.
• We segment and ‘personalise’ our messaging. 
• Our communication with our workforce audiences needs to be truly two-way. 
• Our communications must ALWAYS provide value to the recipient. 
• We monitor and assess our comms regularly, gathering feedback and iterating and adapting messaging strategies continuously. 

To address workforce diversity and maximise accessibility

• We communicate in simple, clear but engaging terms to maximise accessibility and understanding.
• Work to deliver messaging a wider variety of formats. 

To address a non-integrated system

• We continue to develop our successful central communication platform – the IAAP website. 
• We need to develop a cross-system communication strategy.

 To address culture shift resistance

• We actively recruit and work with ‘trusted messengers’. 
• Our messaging includes a high proportion of peer-led and experts-by-experience stories.

To addressing lack of top-down support and ‘permissions’.

• Communicate in the language of leadership.
• Our communications demonstrate how personalised care aligns with organisational priorities. 
• We communicate a compelling evidence base for personalisation. 
• We need to highlight how personalised care supports Lincolnshire’s Health and Care strategies. 
• We leverage peer influence.
• We demonstrate staff buy-in and successes.

To improve awareness and understanding of personalisation

• We continue to grow our range of educational or support materials and tools. 
• We are exploring the embedding of personalised care content in staff induction/onboarding and mandatory training and CPD.
• We continue to use real people’s stories – both the public and the health and care workforce – to show the many benefits of working in a person-centred way.