Communication is a challenge in several sectors, especially in healthcare, because failures of communication processes can cause patient harm and negatively impact the sustainability of healthcare organizations.
Considering the complexity of hospital processes, it is possible to see a greater need for effective communication to be carried out between individuals in a healthcare organization. This communication is not only between individuals; it is the information that emanates from the hospital to its different stakeholders, for example.
In this sense, in any hospital around the world, communication management is critical to achieving positive results. Projects, processes and leadership of people cannot be effective in a healthcare organization without structured communication.
To improve a healthcare organization and its departments’ communication, I propose implementing hospital communication management in three dimensions:
- Strategic communication: This is the most important communication dimension, as it defines the format of communication conducted by the hospital, as well as the organization’s very identity. This encompasses a structured communication policy and the creation of a brand, slogan, mission, vision, values, purpose and other strategic definitions for the organization.
- Organizational communication: After the implementation of strategic communication, we can deploy the organization's identity through communication channels and internal communication protocols, as well as actions and strategies so employees are engaged and involved directly. A calendar of activities, ways of communicating and aligning processes are essential pieces.
- Institutional communication: As a third dimension, channels of communication with external audiences should be in place, preparing the team for media interviews, establishing and maintaining a relationship with the press, and determining the most effective ways of sharing the hospital’s messaging to society. This is the time to create or strengthen the image that stakeholders will share about the organization, with a strong identity at the core of that image.
These dimensions of communication require strategic, tactical and operational dedication from hospital leaders and health professionals. Below are three more approaches that encompass quality, safety and engagement.
- Effective communication contributes to quality processes. Effective communication will help reduce variability and noise among those involved, saving time and resources for delivering value to patients. A well-standardized process relies on effective communication as well. In addition, the achievement of organizational goals is maximized, enhancing the strategic objectives that can help the organization achieve its vision.
- Effective communication directly assists in patient safety. By standardizing communication processes, in addition to increasing the quality of these deliveries to patients, we also make our care processes safer. Failures in communication can cause patient harm, so it is essential that each step and safety protocol be followed. From patient admission to discharge, during the transition of their intra- or extra-hospital care, it is crucial to standardize the information to be transmitted and received, as well as the approach of those involved.
- Effective communication contributes to greater engagement in various campaigns and programs. To increase blood, organ and tissue donors; participation in health education campaigns; and many other hospital initiatives, a healthcare organization needs a strong identity. This fosters trust and can help guide each of the stakeholders involved, with fixed calendars of actions that demonstrate consistency.
Effective communication helps maximize hospital results for management and support staff. It is essential to invest in policies, protocols and communication plans that support these positive changes to improve care and health management.
J. Antônio Cirino, PhD, is director of education and development at Agir—Brazil. He is the author of the book Management of Hospital Communication.