COVID-19 Pandemic Response – Executive Communications Support

 

Client:

Veterans Health Administration,  Office of the Acting Under Secretary of Health

 

Challenge:

In January 2021, President Biden released his National Strategy for COVID-19 Response and Pandemic-Preparedness. The National Strategy provides a roadmap that guides America out of the worst public health crisis in a century. It outlines an actionable plan across the federal government to address the pandemic. Serving over 9 million enrolled Veterans, VHA, the nation’s largest healthcare system, employs over 322,000 full time health care professionals and support staff at nearly 1,300 health care facilities located in every state and major metropolitan area in the United States, as well as in the District of Columbia, Puerto Rico, Virgin Islands, Guam, and American Samoa. VHA is also the nation’s largest provider of graduate medical education and a major contributor of medical science research. The team was selected to assist the Department of Veterans Affairs (VA) /VHA to implement the President’s National Strategy through VHA’s national footprint; broad medical/healthcare expertise and services; extensive resource base; and long-term collaborations with private sector entities, academic medical institutions, and the industries that supply medical products, equipment, and services.

 

Approach:

Working directly with the VHA’s Acting Under Secretary for Health, Chief of Staff, and Executive Director for Communications, the team developed executive communications products to include COVID-19 related content for official emails, talking points, presentations, op-eds, and social media. As VHA’s focus shifted away from COVID-19 to normal operations, the team’s work evolved to highlight VHA’s overall programmatic achievements through monthly social media campaigns, fact sheets, blogs, and videos. This also includes talking points, remarks, and presentations for the Acting Under Secretary for Health and Chief of Staff for internal and external events such as monthly VA Governing Board meetings and national conferences such as AMSUS, The Society of Federal Health Professionals.

 

Results:

In addition to the COVID-19 related communication support, the team worked with VHA leaders to develop and deploy the “VA Did That?” social media campaign that was launched in 2021 to promote VHA as a national and global leader in health care innovation. Each month, the achievements of selected VHA programs are highlighted through social media posts on VHA’s social media channels (Facebook, Twitter, LinkedIn, and YouTube). Campaign materials, which include graphics, fact sheets, videos, and blog posts, showcase the positive impact VA care has had on the lives of Veterans and the public. To date, VHA’s Volunteerism, Weight Management, and Diabetes Management Programs have been featured as monthly campaign topics. The December “VA Did That?” social media posts (on the topic of VHA Volunteerism) reached an audience of 420,275 in total.

Office of Discovery, Education and Affiliate Networks Strategic Communications Support

 

 

Client:

Veterans Health Administration (VHA), Office of Discovery, Education and Affiliate Networks (DEAN)

 

Challenge:

DEAN was established by the Executive in Charge in October 2018 to support Office of Management and Budget Executive Order M-17-22, “Comprehensive Plan for Reforming the Federal Government and Reducing the Federal Civilian Workforce.” Program offices were moved under the DEAN umbrella to leverage the Department of Veterans Affairs’ (VA) ability to advance healthcare delivery, bringing together the best and brightest to proactively solve some of healthcare’s most challenging problems and improve health outcomes for Veterans. DEAN’s mission is to transform healthcare for Veterans and the Nation through innovation, training, research, and partnerships. This work is accomplished through DEAN’s affiliated program offices: the Office of Academic Affiliations, the Office of Research and Development, the Office of Healthcare Learning and Innovation, and the VHA National Center for Healthcare Advancement and Partnerships. As a new “umbrella” organization for these organizations, DEAN sought support by the team to develop a new brand and communications infrastructure.

 

Approach:

The team’s approach includes began with the development of a strategic plan that focuses on the following six elements: 1) Stakeholders and the communication channels they access, preferred formats, and information sources perceived as trustworthy and credible, and current understanding of the proposed changes; 2) Messages that reinforce the DEAN’s objectives and deliver a clear call to action; 3) Messengers who build trust, increase credibility, and enhance reputation; 4) Media, such as the Talent Management System (TMS), websites, intranet/microsites, TV channel one, social/digital platforms, mobile apps, publications, events/conferences, Congressional hearings, brownbags, and more; 5) Materials, that include presentations, posters, press releases, talking point/speeches, newsletter articles, blogs, fact sheets, learning materials, TMS modules, and frequently asked questions/answers; and 6) Measurement, which includes ongoing monitoring, measurement, and analysis to ensure the education and communication promotes awareness, drives knowledge, and motivates action.

 

Results:

By the end of the first year, the team produced two DEAN virtual town halls and two informal leadership conversations, as well as aided a DEAN senior leadership retreat and a DEAN communications task force. The tangible results of these forums are best measured by the quality of the high-impact, high-visibility deliverables that the team created on behalf of DEAN. For example, out of a recent town hall, a discussion emerged on the numerous ways that DEAN infuses diversity, equity, and inclusion (DEI) throughout the organization. Eventually, this vital information was systematically promulgated in newsletters, speeches, blogs, and an annual report – all artifacts the team created, disseminated, and measured. In fact, DEAN’s Annual Report was awarded a MarComm Platinum Award, which recognizes outstanding achievement by marketing and communication professionals. The team’s success continues into option year one with more aggressive campaigns centered on DEAN’s identity as an agent of change as VA positions itself as a learning organization.