University of Pennsylvania Health System
Special Events, Projects, Programs, or Campaigns
Gold
To support the rollout of Templafy—a tool employees can use to build engaging assets that align with the organization’s brand standards—Penn Medicine’s internal communications team developed and deployed a robust, phased internal communications plan to support the systemwide launch of this new tool and promote ongoing engagement and adoption. The plan resulted in nearly 19,000 activated profiles and 11,000 active users, surpassing the team’s goal.
What was the most impactful part of your entry?
The most impactful part of the Templafy communications plan was the team’s effort to appropriately target/segment communications to users across the organization, ensuring each employee received information that was unique to their work location and status as a Templafy user. For example, some Penn Medicine employees work at a location that utilizes a Virtual Desktop Infrastructure (VDI) environment. Tailored communications that accounted for employees’ experience on VDI or a traditional workstation were created and distributed to ensure everyone was prepared to successfully use Templafy. Similarly, locations across the Penn Medicine enterprise have different Help Desk teams in place. Each communication was segmented and customized so that employees received information that included the specific details for their work location’s Help Desk.
Targeting/segmentation also proved to be helpful in supporting profile activation and user engagement and adoption. Following our initial communications launches, segmented reminder communications were sent to employees who had not yet activated their profile, while emails with tips and tricks for adoption were sent to those who were identified as active users. This approach allowed the team to support those who still needed help with activation while also providing new and engaging content to those who were already interacting with the tool.
What challenge did you overcome?
The brand education component of the Templafy internal communications plan was most challenging. It was important to the team that employees felt they could maintain a sense of intellectual and design autonomy while still leveraging and adhering to the Penn Medicine brand. Penn Medicine is a large organization, including six acute care hospitals, hundreds of outpatient locations, and educational facilities at the Perelman School of Medicine. Each location has its own unique culture and sense of organizational pride while also still being unified under the shared mission and identity of the broader institution. As part of this rollout, it was critical that the communications team educated employees about the importance of brand adherence and helped employees understand that in utilizing Templafy’s tools to stick to the brand, they were harnessing the power of an organization that is recognized nationally and internationally for excellence in healthcare.
The team worked to educate employees by including information about bringing quality and consistency to the brand in our communications. Additionally, as part of our engagement campaign, we developed communications and assets that highlighted how employees could use Templafy’s tools and robust Asset Library to still maintain individuality and customization that fit within the brand standards.
Contact:
Christina Smith
Christina.Smith@Pennmedicine.upenn.edu