3 ways to shift your organization’s mindset
“When you need a friend, it’s too late to make one.”
This adage has served as our rallying cry for organizations and industries for years.
Organizations that put in the effort to build legitimate connections with the people they serve are far better positioned to survive challenging situations than those that rely solely on transactions.
As we’ve seen with the pandemic, entire industries and organizations can be disrupted in an instant. Futures that once felt certain are no longer guaranteed. On a smaller scale, proposed government and regulatory policies pose credible threats to industries every day. Those that survive rely on the voices of a mobilized group of supporters who take action and show support when it matters most.
People show up for you when you’ve shown up for them.
People show up for you when you’ve shown up for them, which is exactly what is at the center of this concept. A relationship is defined as an exchange of value between two parties. Organizations are built on the premise that they have things of value that can be shared, whether they be assets, knowledge, products, services or ideas. Trading these things of value with the intention of helping people rather than servicing the bottom line sets successful organizations apart from the rest. The volume of transactions any organization needs to sustain its operations pales in comparison to the progress it can make in people’s lives.
In 2016, the industry leader The Hospital and Healthsystem Association of Pennsylvania (HAP) committed to building relationships by launching Healthy Me PA, an online community built to educate Pennsylvanians about all of the ways in which they can lead healthier lives. By making this commitment to Pennsylvanians, Healthy Me PA also demonstrates to its constituents when there are opportunities to improve their health through public policy and identifies risks in legislation that threaten to take that away.
Amid the global pandemic, hospitals and health care workers are on the front lines of delivering lifesaving care. Through HAP’s Healthy Me PA, they are calling on this mobilized community of supporters to advocate on their behalf. HAP is well positioned in this unprecedented situation because of its foresight to cultivate relationships with people over time and share valuable information that helps people make informed decisions to make progress in their daily lives.
Digital is built for lasting relationships. Digital skills, budgets and attention can no longer be siloed and aimed only at marketing function transactions.
Putting digital at the center of your organization allows for a granular, personal view of the individual that serves as the foundation for cultivating relationships over time.
Some ideas to keep in mind for organizations looking to shift to this mindset:
- It’s not what you want to tell people. It’s what they want to hear. Prioritize audience needs first. Consider how to tailor your communications so they are meaningful to the people you are trying to reach. Share things of value that will help them first, rather than broadcasting your message to the masses.
- Think beyond demographics. Aim to understand the whole person, rather than simple demographics. Digital technologies enable us to paint a complete picture of our audiences, layering data on top of demographics that tell a richer story. Consider engagement across channels, behavior, mindset and opinions. Use different tactics, such as polls, surveys, emails, interviews and engaging social media posts, to learn more about people.
- Tether all activities to your digital core. Effective communications are integrated. Communications can’t happen in isolation or be restricted to siloed channels. Tying everything back to a centralized digital operation ensures you are learning and becoming more impactful each day. Everything from news releases and statements to events should be tethered to digital so these tactics add value to your understanding of your audiences.
You can read more from Chris on the importance of building relationships and other digital truths for your organization at PGH TEQ.
