DeKalb Medical Connects with Internal Audiences via Vericom’s ChannelCare digital signage
DeKalb Medical, a 627-bed hospital system with several campuses in Atlanta, Ga. was seeking a solution to fill gaps in its efforts to communicate internally with patients and consumers, physicians, and employees. Marketing needed a dynamic solution that would streamline communications, eliminate flyers and posters cluttering corridors, and provide a more hi-tech appearance. By communicating more effectively with the 7500+ consumers, employees, and physicians who enter its campuses every day, the marketing team knew they could increase everything from customer satisfaction to revenue generation.
Having entrusted its on-hold communications to Vericom’s SoundCare® for years, DeKalb looked to Vericom and ChannelCare digital signage once again to meet its needs for a hi-tech visual communications medium.
Connecting with Consumers
ChannelCare digital signage offers endless possibilities in reaching consumers with service line and physician information, class and event schedules, health education, and more. With calls-to-action on the messages, consumers are able to respond.
“ChannelCare reaches diverse consumer audiences with targeted messages that make sense to the viewer,” says Cheryl Iverson, VP Business Development and Marketing. One area that benefits significantly from ChannelCare messages is the Wellness Center. “We can take a Vericom message on obesity and tag it with a call-to-action for our nutrition counseling or weight loss classes,” adds Iverson. “Now that is effective marketing.”
ChannelCare is also helping to lessen DeKalb’s dependence on informational brochures. “We have been trying to scale back the brochure business for years, and ChannelCare helps reduce these marketing expenses,” says Iverson. DeKalb is adding more signage monitors as it looks forward to continually improving communications, and sees ChannelCare becoming more and
more an integral part of DeKalb’s corporate culture.
Targeting Employees
DeKalb has installed ChannelCare in common areas that employees frequent, including elevators, employee lounges, busy hallways, and the cafeteria. Marketing found these areas are perfect for getting important information to employees. Marketing also needed to reach those employees with limited or no computer access. “Nurses are so involved in patient care that e-mail and the intranet are an inefficient means of communication for them,” says Iverson. “ChannelCare targets these employees where they gather and on their way in and out of the building with an eye-catching presentation.”
ChannelCare is also helping facilitate the delivery of information to employees to make them a more valuable hospital sales force. “Informed employees with positive attitudes pass this spirit on to the community and bring patients to us,” says Iverson.
Recognizing employees in a meaningful and public way was also high on DeKalb’s communications wish list. “Our service excellence committee has been absolutely thrilled with ChannelCare. Recognizing employees has been one immediate benefit of this digital signage system,” adds Iverson.
Link to Physicians
A ‘no-brainer’ is how Iverson describes ChannelCare’s ability to effectively communicate important information to physicians. Currently, screens in physician lounges on two campuses deliver information on policy changes, patient satisfaction scores, CMEs, new staff members, and more.
Many department heads throughout the hospital like the access ChannelCare provides to physicians. This access gives them the opportunity to communicate directly to physicians about the services they offer in real time.
For example, the Imaging Center wanted to let physicians know they now offered Computed Tomography Angiography. Messages promoting this procedure were running in the physician’s lounge shortly thereafter.
“You cannot over communicate with physicians,” says Iverson. “ChannelCare is important for keeping physicians informed and current with messages specifically targeting their wants and needs.”
Thanks to ChannelCare digital signage, DeKalb Medical is now able to more effectively communicate with all audiences inside the four walls of its facilities. By targeting each important audience with timely and relevant information, marketing has been able toincrease satisfaction and awareness across the board.
