Getting 8,500 employees to buy into a new strategy
Edward-Elmhurst Health rolled out a new strategy to 8,500 employees with this video anchoring the campaign. The video helped Edward-Elmhurst gain mass adoption of the initiative among staff spread across 70+ locations.
A new strategy and the challenge of getting buy-in
Edward-Elmhurst Health is a major health system in the northern Illinois region. They have over 8,500 employees spread across 70+ locations, working 24/7.
Their CEO issued a challenge to rethink the system’s process from the eyes of the patient. And they did. Their new strategy involved getting everyone in the health system to buy into making patient’s stays better – from doctors to nurses to cafeteria workers to building maintenance. Everyone needed to step up and care for the patient, even if their job title had nothing to do with patient care.
But rolling out a new strategy is a bit harder than getting everyone in the conference room when your EEH’s size. That’s when their marketing and communications team called us.
Speaking to the employee’s soul
We love the challenge of getting buy-in from an internal audience. It’s quite difficult because everyone knows how the sausage is made. They know the company’s past – it’s successes and failures too. Speaking to employees has to be honest and has to remind them of why they got into this industry in the first place.
We needed a spot that acted like the dish of ratatouille in Pixar’s “Ratatouille.” It reminded the evil food critic, Anton Ego, of why he loves food so much. Once you open that part of the brain, you’re able to speak into your employee’s soul. We needed that kind of story. An audio/visual plate of ratatouille, if you will.
Finding an authentic story
So many videos in this situation would suffer the fate of having talking head executives sell the strategy. Not this one, doggonit! We had to appeal to the employees’ emotional centers, not their rational ones. Talking about how it worked and what the processes were would be ineffective. We had to be emotional.
We wanted to develop a story that showed what caring about the patient experience looks like. We figured if we illustrated it being done right, there would be no need for lists or systems to memorize. The emotional connection would be made and then the live presentations following the video would fill employees in on the “whats” and “hows.”
Since the best ideas come from real life, we asked our client if they had any stories of employees doing the patient experience right. Turns out, they did!
A Korean War veteran was scheduled to receive a medal but got sick on the day he was going to get it. Because of his hospital stay, he missed his ceremony. But the EEH team treating him got wind of this and arranged for the medal ceremony to take place at the hospital. I don’t know about you, but that’s an amazing patient experience.
Using this story for inspiration, we started writing.
Using limitations as advantages
We usually like to rent locations and cast professional actors but our client’s budget wouldn’t allow for that. So we casted a professional lead actor (the main character) and had real hospital staff play everyone else. Looking back, our limited budget was a blessing in disguise. The hospital staff in the video were actually involved in the real-life story. This was a great way to recognize them. Side note: this is always the case with internal videos. Make your people the star and they will do more to promote your video than you could ever do!
Rolling it out
Edward-Elmhurst Health put on several town halls across their system to roll out their patience experience initiative. This video served as each meeting’s showpiece. It was used to get everyone in the audience thinking about why they got into medicine in the first place. With the audience “anchored,” the executives could fill everyone in on what the initiative was all about. The video was a smash hit.
How we did it
We research your goals, your marketplace, your competition and your customers. From the insight gained here, we develop a winning strategy for your video campaign.
In addition to our strategic and creative chops, we bring deep production expertise to the table. This makes the work better and the process more seamless for our clients.
Let’s talk about your sales goals and how video can help you reach them.