INTRODUCTION
Mergers and acquisitions (M&A) among health systems and IDNs seem to be a regular occurrence. In fact, PwC called 2016 the year of “merger mania.” While it’s a must to explain the benefits of consolidation to patients, stakeholders and the community, employee and volunteer communication is arguably more important. In other words, position internal communications as a priority over external communications.
Reasons include reducing anxiety about layoffs, removing uncertainty and improving morale. A Northwestern University study said “high quality communication has a positive relationship with employee outcomes, such as satisfaction, commitment and decision to stay in the organization.”
HOW YOU SHOULD COMMUNICATE TO STAFF DURING A MERGER OR ACQUISITION
- Set goals. What do you want to accomplish from your communication efforts with physicians, nurses, PAs, volunteers, etc? You’re likely looking to kill the rumor mill, reinforce desired behaviors, have staff parrot your messages, keep staff from bolting and ensure staff feel like their needs are being met/heard.
- Have senior leadership budget time for internal communications. Your IDN’s senior leadership is probably extra busy during the time of an M&A, but they need to devote time to staff. Write talking points for the senior leaders, and perform “media training” with them.
- Communicate frequently. Hospital leadership may be restricted from revealing many details, but pass along what you can via email, intranet, etc., and do so on a regular basis, preferably no less than weekly. In addition, give talking points to department heads and team leaders to disseminate to their staffs and volunteers.
- Communicate alongside the other provider. Whether you’re the acquiring health system or the health system being acquired, the leaders of both organizations need to participate in the communication process. The aforementioned Northwestern study said staff found this participation to be important. In addition, both communication departments should coordinate their efforts.
- Plan for leaks. You may already have a contingency plan in place for external communications in case of a leak, but you need to have one for internal communications, too. Figure out what to do and what to say from pre-deal to closing day.
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