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“I am stunned by just how important this guide is to health care professionals at this very moment.”
Terri Scannell, MBA
Principal Advisor, Sustainability and ESG
Ohio Health
A GUIDE CUSTOM MADE FOR DAILY USE
Sustainability leaders have the drive and the energy—they often just need help with the messaging points to advocate for their work. We saw an opportunity to give them exactly what they need to connect with key industry personas ranging from finance-focused to patient-focused to operations-focused roles. We equipped them with the insights, messages, and resources to garner funding for their sustainability initiatives, gain buy-in within their systems, and communicate in a compelling way with external audiences.
PROJECT PLANNING
When The Commonwealth Fund approached Right On, they knew they needed our expertise to help the healthcare sustainability leaders they partner with—but needed our suggestions for how to do it. We created a roadmap of services that would be the most impactful in furthering The Commonwealth Fund’s goals. We landed on three key recommendations: a strategic messaging guide, content planning, and content development.
“Giving sustainability leaders this guide to help them communicate about their initiatives’ benefits to health systems and their communities was a key step in our work toward a stronger, more resilient health care system.”
Lovisa Gustafsson
Vice President
The Commonwealth Fund
MESSAGING STRATEGY
Through 1:1 interviews, a focus group, and our own knowledge of sustainability communications best practices, we developed The Guide for Communicating Sustainability, with the talking points and support points each key persona is likeliest to resonate with—helping leaders build consensus and buy-in for sustainability initiatives. We included strategies for communicating with external audiences as well as a jargon-buster to filter all comms through.
CONTENT STRATEGY
We knew the Guide for Communicating Sustainability would only succeed if it were properly rolled out, promoted, and repurposed beyond the initial asset. So we created a comprehensive content plan to do so—with the aim of deepening adoption of the Guide’s principles and action items, scaling its utility, and continuing education on the subject year-round.
CONTENT DEVELOPMENT
Right On was tasked with creating a blog post, “Get Your Sustainability Initiatives Funded,” to support the Guide. Direct, business-minded, and crafted with laser-targeted strategy, the article provided practical tips to help healthcare sustainability leaders advocate for their initiatives—and drove to the complete guide where they could get detailed insights and guidance.
“This guide is a great resource for anyone working in health care sustainability.”
Becka DeSmidt
Director
CHARME
THE POWER OF A CONTENT COMPASS
The Commonwealth Fund saw a strong positive response from sustainability leaders who had been looking for this sort of direction in how—and how not—to effectively argue the case for their initiatives. Equipped with new clarity on how to best communicate with their stakeholders, they can use the principles and strategies in the guide to win more support for their initiatives, ensuring their hard work will make the greatest positive change for the environment—and for patients and practitioners, too.
