BY: RHODA WEISS
Ms. Weiss is a Santa Monica, CA–based health care consultant and speaker.
It may have been 15 years since I last saw the advertisement, but the image
of Dan Aykroyd and Sr. Annette Crone, OSF, then a hospital CEO, appearing together
in an advertisement titled, "We're On A Mission From G-d" still
is etched in my memory. A spoof of the 1970s Blues Brothers film featuring Aykroyd
and the late John Belushi, who played a pair of musicians roaming the countryside
in search of funds to assist a Catholic orphanage, the ad featured the actor
and the administrator of St. Joseph Hospital, Memphis. Both wore sunglasses
like the original Blues Brothers; the ad's copy described the mission to
raise several million dollars for capital improvements. Aykroyd, in town for
a local event, readily agreed to participate and use his celebrity status to
help the hospital in its philanthropic efforts. The result was nationwide media
attention, access to more donors, and enhanced pride among the hospital staff.
And while few health care facilities have access to celebrities, a growing
number have become less shy about promoting their mission (the St. Joseph ad
did include next to its logo, "Extending the Healing Ministry of Christ
since 1889"). Recently, Harris Methodist Hospitals (www.HarrisMethodistHospitals.org)
featured the headline "Faith at Work" in an advertising campaign that
described how "caring for people is a calling from a higher power"
and how its care "includes the body, mind and spirit."
It's been said that most organizations spend more time writing their mission
than telling people how they live it. While Catholic health care entities certainly
make their mission real through their healing ministries, they too often don't
spend enough time explaining how the words in their mission are realized through
specific actions, programs, and services. When examining an organization's
mission, it is helpful to ask the following questions: Do people know the critical
role we play in the nation's health care safety net in caring for the poor,
vulnerable, uninsured, and underinsured, and in promoting and defending human
dignity? Do we promote the community benefits documented in our annual plan
at every opportunity possible and to every audience, including employers, policymakers,
and the news media? Do we measure community benefits in terms of dollars, resources,
and outcomes? Do we create awareness, both internally and externally, of the
partnerships among our organizations, Catholic Charities, and other groups?
Do we ask our parish nurses to share information about the hospital they represent?
Do we showcase our superlative quality, excellent outcomes, and attention to
the holistic needs of patients, families and the community? Do we utilize our
trustees, volunteers, and associates in spreading the word about our good deeds?
The health care ministry can no longer sit on its laurels and be comfortable
with the fact that, according to research, "Catholic hospitals are perceived
as caring and compassionate" ("Public
Still Views Catholic Hospitals Favorably," Catholic Health World,
May 15, 2002, p. 8). A great many people still believe that only Catholics,
or those with similar religious beliefs, go to Catholic health facilities. Others
believe that recent negative media stories are somehow tied in with Catholic
health care. Now is the time for action.
Where to Start?
But where to start? A first step can include a close examination of the
mission statement. Highlight words and phrases and see how they can be converted
into specific activities as they relate to internal audiences (employees, physicians,
boards, volunteers), patient care (specific services) and the community at large
(community benefits, outreach, education, and others). Those engaged in the
process should represent all sectors of key constituencies.
Many Catholic organizations have a mission effectiveness committee or task
force. This group, typically under the leadership of a woman religious, can
develop a number of educational initiatives to honor and celebrate the mission,
vision, and values, and to implement organization-wide education and programming.
The goals usually include promoting the mission and work of the health care
ministry, engaging internal and external audiences, and integrating the mission
into employees' personal and professional lives.
A second step can include the development of materials that illustrate how
the mission is embodied through an organization's staff, programs, and
services. Since multiple media exposure maximizes messages, consider using videos,
DVDs, PowerPoint presentations, the Web, and brochures and other printed materials.
These materials can be utilized during staff meetings and volunteer and board
orientations; at community events; and in presentations to employers, clergy,
and other interested audiences. Make sure that these presentations are given
by people who are not just knowledgeable about the mission but passionate about
it as well.
Encourage volunteers to place these materials in lobbies, the cafeteria, waiting
areas, the emergency department and other locations. Staff members or volunteers
involved in obstetrics programs or community education classes can hand these
materials out or present them as a part of the larger program. Even home health
and hospice staff can bring videos and DVDs with them on home visits to show
patients and their loved ones.
Make Mission Visible
Mission-themed fairs encourage departments throughout the organization to sponsor
booths, exhibits, and tabletop displays on how each group brings the mission
to fruition. Mission and spiritual care personnel should be highly visible and
participate in all internal events and programs.
St. Joseph Health System in Orange, CA, has been reaching its staff through
a year-long program called Mission and Mentoring (see Ed Giganti, "Mission
and Mentoring at St. Joseph Health System," Health Progress, May-June
2003, pp. 8-9). Its several hundred graduates have learned about the roles and
responsibilities involved in integrating the mission and values of the sponsoring
organization, preparing them for greater responsibility for ministry leadership.
Following the educational sessions, participants commit themselves to a mission
and values integration project to be completed during the next year.
Other organizations utilize the local religious community to help spread the
word. By including local religious figures—sisters, priests, rabbis, ministers,
and others representing the entire realm of religious interests—organizations
can better demonstrate their role as healer. Visits to local churches, synagogues,
and mosques help to reinforce this role while promoting healthy living and disease
prevention.
No matter what technique you choose—a Blues Brothers homage or a mission
fair—bringing mission to life is essential for every organization within
our healing ministry. As Catholic health care organizations, we have a moral
and social obligation to maintain and promote a strong, vibrant, and passionate
mission to our community. That is why most of us chose to be stewards of this
ministry, and that is what will keep us there.
Rhoda Weiss can be reached at 310-393-5183 or at [email protected].
In addition to her work as a national consultant and speaker, she is a PhD student
in leadership and change at Antioch University and an associate of the Sisters
of St. Francis of Hawaii.
Five Ways to Bring Your Mission to Life Today
Here are five things organizations can do to emphasize mission.
- During managers' meetings, ask participants to share how each carries
out your organization's mission. Ask managers to develop an annualized
personalized mission action plan that delineates certain activities that they
will perform throughout the year, that is, activities that bring the mission
to reality among staff, patients, and the community.
- Ensure that the mission statement appears in all publications, newsletters,
and marketing materials.
- Incorporate a mission column in periodicals for employees, physicians, volunteers,
and the community. Ask a guest "mission" columnist to relate how
he or she lives the mission.
- Recognize teams and individuals who have actualized the mission in their
work, home life, and/or community. It's important to include all members
of your health care family (physicians, nurses, staff, volunteers, board members
and members of the religious sponsoring community).
- Give patients and their families the opportunity to share their stories
of healing, hope, or loss. Incorporate these stories in employee programs
and publications to illustrate the significance of the mission at work.
Key Ministry Messages: Quality, Compassion, Vision, Mission
A broad-based task force of ministry representatives has developed recommendations
for how to more effectively communicate the value of Catholic health facilities.
Built around CHA-sponsored public perception research, the messaging platform
can enhance public attitudes toward Catholic health care.
The Public Perception Project recommends four themes and supporting messages
that the research indicates would be effective if integrated into existing communications—quality,
compassion, vision, and mission.
According to the research, the first demand of the public is for high-quality
health care. It is the top criteria for choosing a hospital, and the public
equates quality with having the latest technology and top-notch health care
providers. However, consumers also want to know that the care they will receive
will be delivered compassionately, and compassionate care is a very close second
priority. The research indicates that Catholic hospitals are generally perceived
to be compassionate and caring and that the public also appreciates Catholic
health care's mission and values, as expressed through the service and
vision of Catholic health organizations. However, research indicates the public
also wants to know that Catholic health care welcomes and respects people of
all beliefs and traditions.
A CD-ROM-based tool kit provides detail about the research findings and recommended
message platform. The material includes suggestions for integrating themes and
messages into existing communications efforts. Key recommendations include:
- Integrate the message platform into an organization's communication
"infrastructure" and primary communications activities.
- Educate board members, sponsors, doctors, nurses, employees, and volunteers
by incorporating the message platform into ongoing internal communication
activities.
For more details, contact Indu Spugnardi at [email protected].
Copyright © 2005 by the Catholic Health Association of the United States
For reprint permission, contact Betty Crosby or call (314) 253-3477.