Change communications - Pharmaceutical Society of Australia

Direction setting

Action and activation

Change communications – Pharmaceutical Society of Australia

2020

Pharmaceutical Society of Australia

How might we communicate our organisational transformation to our team?

The Pharmaceutical Society of Australia (PSA) is a prominent professional organisation representing pharmacists and pharmaceutical professionals across Australia. Dedicated to advancing the practice of pharmacy and promoting excellence in healthcare, PSA plays a pivotal role in shaping the pharmacy profession and ensuring the highest standards of pharmaceutical care.

PSA embarked on a substantial organisational transformation to adapt to changing dynamics in the healthcare industry. Recognising the need for structured and effective communication during this pivotal phase, PSA engaged rowdy to develop a comprehensive communication strategy.

The challenge was twofold. First, PSA needed a robust communication plan to guide its stakeholders through the transformation journey. Second, they required a campaign-driven approach to ensure that key phases of the transformation were effectively communicated and embraced by all members of the organisation.

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Our strategic change communication approach significantly added value to PSA managers and their teams. It provided structure, consistency, and engagement throughout the process, ensuring that stakeholders were well-informed and aligned with the changes taking place.

Our strategic approach was carefully phased:

Campaign approach
We adopted a campaign-driven approach to change communications. This included creating a distinctive program name, a cohesive program look and feel, and an overarching narrative. Sub-narratives were developed to address different key phases of the transformation.
Cascade briefing kit
To ensure alignment and consistency in messaging, we developed a cascade briefing kit for managers. This kit equipped them with the necessary tools and information to effectively communicate changes to their respective teams. It was updated at key times and proved to be a vital tool.
Intranet as a single source of truth
We leveraged the intranet as a centralised platform for disseminating information. This served as the single source of truth for employees, ensuring that they had access to up-to-date and accurate information regarding the transformation. We developed content that spanned copy, video and visuals to meet personal preferences.
Video updates
To enhance engagement and transparency, we created video updates delivered by managers. These video messages provided a personal touch to the communication, reinforcing key messages and fostering a sense of connection among employees.

Greater value for their audiences was achieved by:

Structured communications
The campaign-driven approach provided a structured and coherent communication strategy, ensuring that key messages were effectively delivered at every phase of the transformation.
Alignment and consistency
The cascade briefing kit ensured that managers across the organisation were aligned and consistent in their communication efforts, reducing confusion among employees.
Single source of truth
The intranet as a single source of truth improved information accessibility, enabling employees to stay informed and engaged throughout the transformation.
Enhanced engagement
The use of video updates created a more personal and engaging communication experience, fostering a sense of involvement and connection among employees.

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