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Rush University Medical Center:Communications Planning AnchorMissionAnne Burgeson, Director of Internal CommunicationsShweta Ubhayakar, Manager of Community Anchor MissionMembers.HealthcareAnchor.Network
Communications PlanningAnchor MissionRush is an academic health system comprising Rush University Medical Center,Rush Copley Medical Center and Rush Oak Park Hospital.
Rush’s Mission – Improve HealthRush’s mission changed from not just delivering care, but to improving the healthof the individuals and diverse communities we serve:The mission of Rush is to improve the health of theindividuals and diverse communities we serve through theintegration of outstanding patient care, education,research and community partnerships.11
Four Transformative PrioritiesPeopleCreate an innovativeenvironment of continuouslearning and personal growthto develop the health careworkforce of the futureReachExtend and expand the reachof Rush through growth,partnership and innovationProgramsDeliver an integrated, patientcentered approach to care anddiscovery that sets a newstandard for quality and valueCommunityBecome a catalyst forcommunity health and vitality12
Rush’s Three-Part Health Equity EffortNarrowing gaps in health inequity in our surrounding communities – mostnotably measured in life expectancy – is a top organizational priority andhas three elements: The Office of Community Engagement develops and leads a series of initiatives thataddress the social determinants of health. West Side United: coordinate broader health equity efforts among several institutionsincluding Rush. The internal Anchor Mission intentionally directs the economic benefits of how we hire,purchase and invest towards nine West Side neighborhoods. Rush’ efforts areincreasingly being cited as a national model.13
Anchor Mission: Key Part of Our Health Equity StrategyHire locallyand developtalentChangelevers EmploymentpreferenceinitiativeCareer ladderdevelopmentSkills trainingMentoring andcoachingUtilize locallabor forcapital projects Local labor forcapital projectsApprenticeshipDiversity hiringand contractsBuy and sourcelocally LocalpurchasingprogramGift shopprocurementPrime vendorengagementInvest locally Impactinvesting inlocalcommunities403 B Autoescalation andenrollmentVolunteerand supportcommunitybuilding Employeeengagementin eachingskills class)14
Anchor Mission Communication Goals Create excitement, engagement and support for Rush’s plans on the WestSide with both internal and external audiences important to Rush’ssuccess and reputation Increase Rush’s internal awareness of these efforts and howemployees/faculty/students can get involved Engage employees, faculty and students to be good PR ambassadors ofthis work Position Rush as a national leader in health equity solutions15
Anchor Mission Communication Strategy Through storytelling in a variety of communications channels and vehicles, weare sharing and showing the efforts of Rush’s work in anchor communities, andbuilding a growing library of digital content to document Rush’s nationalleadership on health equity Reach key internal and external stakeholders through existing and new tacticsand communication vehicles – electronic, in person, existing meetings, talkingpoints for leaders, etc. This is a collaborative effort - sharing content among internal communications,marketing, philanthropy, government relations Utilize anchor mission leaders to extend communications Ensure message on “why are we doing this?” is clear: improve the health ofthe communities we serve16
Communications TacticsüüüüüüüüüüüRush News, Inside Rush homepage (intranet)ROPH News and Inside ROPH homepage (intranet)RUMG NewsMeetings/discussionsSpecial, focused town hall-type meeting on community topics (diversity week2018 and 2019)Meet and greet tables around RushVideos/photos (for internal/external)Inside HealthMedia storiesRush’s social media channelsContent on external websites for Rush University Medical Center, RushUniversity, Rush Oak Park Hospital17
Audiences All employees and leaders at the Medical Center, ROPH and CopleyRUMG members, physicians (private and employed); at all locationsRush University faculty, studentsBoard of TrusteesDonors, supportersVolunteersPublic including - patients (inpatient, outpatient) and visitorsCommunity membersLegislators, alderman, reps, village officialsCommunity leadersArea/neighborhood residents/ businessesPublic/potential patientsNews mediaPotential donorsVendors/suppliersRegulatory agenciesOther area health care providers; IMD members18
Buy and source locallyMeet our Newest Vendors, Support the Anchor MissionNew Food & Catering Vendor Site Makes Supporting Anchor Mission EasierFeeding Rush’s Anchor MissionShop the West Side – Inspiration KitchensShop the West Side – Chicago Hope CaféMake Your Next Food Order from Our West Side Vendors19
Hire locally and develop talentVideo featuringcollaboration with Skillsfor Chicagoland’s Future20
Hire locally and develop talentPatient Care Technician and Medical Assistant Career Pathways Now AvailableNew Career Pathway Program Begins for Medical Assistants, Rooted in AnchorMissionWest Side Gazette adsFlyers, direct messagesto staff and managers21
Invest locally – impact investmentRush to Make 6 Million inImpact Investments22
Invest locally – impact investmentInside HealthRebuilding Homes and Lives (video)23
Volunteer and support community buildingLearn about Employee Volunteer ProgramSurvey Says: Rush Employees Eager toVolunteerWishing You Peace, Joy and Good HealthRush Reaches Out to Anchor Communities withSTEMRush Celebrates STEM with Optical Illusions,Coding and MoreMayor Emanuel Hails Rush IS Internships DuringVisit24
Home for Anchor Mission content on intranet25
Anchor Mission on external websiteRush’s Anchor Mission on Rush.edu26
Anchor Mission overallLeading the Country in StrengtheningCommunities27
Storytelling with existing graphics28
Use media stories internallyMarch, 2018, Chicago Magazine: Rush Hospital Wants to Tackle theWest Side “Death Gap.” Will It Work?“The huge health system’s goal to reduce massive health disparities in the cityis unprecedented. To succeed, it needs to undo decades of racist policies anddisinvestment.” 29
Use media stories internallyApril, 2018, WTTW ChicagoTonight: Chicago HospitalsStrive to Increase LifeExpectancy on West SideDarlene Hightower, Rush’sassociate vice president ofcommunity engagement andpractice discusses how the 16-year“death gap” uncovered by RushUniversity Medical goes deeperthan gun violence and how a newcoordinated effort –West SideUnited – are addressing the rootcauses of poor health 30
Use media stories internallyOctober, 2018: Modern Healthcare,Healthcare leaders implored to lookinward to fix ailing system“Rush worked up a plan to not onlyincrease local hiring and create bettercareer growth opportunities fornonclinical staff, but to make localpurchasing decisions. The idea beingthat investing financially in peopleand communities will have a largeimpact on health. “We had lots ofcommunity programs,” Ansell said,“but they were not designed to movethe needle on health outcomes. Wewent to the board and madecommunity health equity a strategy.”December, 2018. Modern Healthcare: Flaws inreporting create knowledge vacuum regardingcommunity benefits.31
Use media stories internallyNovember, 2018: AAMC NewsBreathing life into local economies“So in 2016, Rush shifted strategy,reinventing itself as an economic anchorwith the ambitious goal of halving that gap.“Before, we may have been helping thecommunities, but not in a coordinated,intentional way, and more important, wewere not measuring efforts’ social impact,”says Patti O’Neil, Rush’s chief investmentofficer and treasurer. “Now Rush is thinkingmuch bigger: It is collaborating with localleaders on hiring efforts, re-evaluating howit selects vendors, and lending millions ofdollars to revitalize Chicago-based projects.”32
Use media stories internallyDecember, 2018. Crain’s Chicago Business: Chicago hospitalsteam up to help entry-level workers advance careers"An organized pipeline for professional development inunderserved communities, done well and over an extendedperiod of time, can have an important socioeconomic impact onthe community.“33
Upcoming stories§§§§§§§§§§Broader partnership with Anchor Mission restaurantsPathway participant profilesWest Side employee resource groupMicroloans – why “small” amounts have a big impactWorking Credit –feature on participantImpact Investing/CCLF progress and social impact metricsSocial Impact Fund announcementsHatchery and Chicago Rebuild Progress ReportLocal labor - construction workers on New Ambulatory BuildingVideo on health equity34
Ongoing communications Continue to execute on the communications planCover all new developments in the Anchor Mission pillarsWiden the health equity focus –internal and externalReview and update the reports that Rush creates around health equityInternally, encourage anchor mission leaders to talk about this work atmeetings they attendCreate talking points; Q and A; key messages about Anchor for leadersFind opportunities internal/external to showcase Anchor Mission leaders asthought leaders in the equity spaceo blogs from leaders in Anchor Mission pillarsEnsure this work is introduced in orientation for those new to RushFind new ways to use existing graphics to continue to tell the story; potentialfor infographics35
All employees and leaders at the Medical Center, ROPH and Copley RUMG members, physicians (private and employed); at all locations Rush University faculty, students Board of Trustees Donors, supporters Volunteers Public including -patients (inpatient, outpatient) and visitors Community members
