Challenge
Veterans Health Administration’s (VHA) Office of Communications is responsible for informing Veterans and other key internal and external audiences about the services VHA offers, organizational priorities, ongoing initiatives, health and wellness issues, accomplishments and missteps, and a wide array of events and activities occurring both nationally and at the local level. This work takes on particular significance as VHA leadership anticipates, and prepares to respond to, the impacts of an evolution in the U.S. health care system spurred by the passage of the Affordable Care Act.
VHA Communications has identified the importance of strategic communications and the significance of coordination within the organization, which serves over 5.5 million Veterans by providing primary care, specialized care, and related medical and social support services.
Solution
Atlas Research, with partners Booz Allen Hamilton, Carnevale Associates, and Vocus, is supporting VHA in the development and implementation of communications management tools, processes, and an integrated communications plan that includes communicating the new VHA strategic plan to internal and external audiences.
Communications Strategy | The project team conducted interviews and focus groups with VHA leadership and employees regarding the campaign plan and brand; data was used to inform campaign key messages, tactics, and brand elements. The team also developed a toolkit of products and resources and continue to conduct activities related to the multifaceted, multi-year campaign.
Vocus | Nearly 200 public affairs officers throughout the country have been trained in using Vocus for their public relations activities. An Online News Room dashboard was created to centralize information that enables quick decisions and allows leaders to measure, monitor, and manage public relations more efficiently and transparently.
CommSite | The creation of CommSite, a VHA intranet and communications management system, allows VHA communicators to centralize enterprise-level communications materials and activities, and track communications projects and request throughout their development process.
Process Management and Performance Measures | A study of VHA leadership led to a series of reports about perceptions and the current state of VHA communications activities, including recommendations for improving outcomes measures, internal processes, and brand positioning.
Result
The work the Atlas Team is performing will help VHA leadership, communicators, and employees effectively and consistently understand and communicate about important initiatives and their impacts on staff and patients.