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HR & Marketing Partnership Transforming Culture to Live the Brand Nov. 10, 2015
HR & Marketing Partnership
Transforming Culture to Live the Brand
Nov. 10, 2015
Scripps Health
• Founded 1924
• 14,500 employees
• 2,600 physicians
• 2,000 in private practice
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Scripps Hospital Campuses- 5
-Scripps Clinic - 12
Scripps Coastal Medical Center – 13
Well Being Centers - 4
Scripps Home Health & Hospice Care - 2
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Brand Ambassadors: 3-Step Approach
EmbedGo deep to align brand with
organizational strategy and
elevate the sum of parts
EmpowerEquip employees to work
together effectively, leveraging
the benefits of being
connected
ExperienceDeliver a meaningful,
coordinated and differentiated
on-brand experience
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Create an Environment that Empowers
Communicate the role, value
and relevance of brand
Educate
Live
Commit
Inspire and cultivate brand pride and
advocacy
Communicate the role, value
and relevance of brand
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To Ensure True Engagement, Focus on Partnerships
• Create line of sight
• Tie back to the “why”
• Align incentives
• Provide freedom within a framework
• Hold people accountable
• Foster a sense of community
HR & Marketing created strategies to Embed the brand
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A New Brand Platform
Excellence all around you.
Scripps is the premier integrated health
care network in our region – providing the
best doctors and highest quality care,
wherever and whenever you need it
Medical Excellence
Accessibility
Compassionate Patient Focus
Quality-driven
Innovative
Esteemed
Engaging
Empathetic
Courageous
Positioning
Brand Pillars
Brand Attributes
Brand Promise
How do we Empoweremployees to create a Cultureof Excellence?
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Seven Shared Principles Guide On-Brand Behaviors
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We Seeded the Brand in Existing & New Programs
Employees Have Clear Line of Sight to Our Promise
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…So Every Employee Truly “Owns” the Brand
“As a physician, people come to us at the most
vulnerable times. What we say, do and how we make
them feel leaves a lasting impression about Scripps.”
“We always work together to achieve one goal: the fast
healing of every patient.”
“As we make changes and redesign care around our
patients it’s with one thing in mind: that patients will
benefit today – and tomorrow.”
Tactics Summary
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• Developed Brand
Principles
• Book, video and
intranet page created
• Charting the Course to
Excellence sessions
• Principles added to
Excel Together
recognition platform
• Principles added to
2015 performance
evaluation behaviors
Results
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Results
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Results
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Brand Ambassadors are Grateful and Share Pride
Questions?
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Contact
Twitter: @DeniseTanguay1
Scripps.orgTwitter: @ScrippsHealth
Instagram: @ScrippsHealth
Facebook.com/ScrippsHealth
YouTube.com/ScrippsHealth
Google.com/+scrippshealth
