The Opportunity
Leading occupational healthcare provider Jobfit Health Group and Northcare Physio have had a long relationship with communikate et al. They are the Australian subsidiaries of Singapore-based Fullerton Health Group.
In October 2017, Fullerton Health Australia took ownership of 48 Healthscope Medical Centres throughout Australia, making them the nation’s third largest provider of primary healthcare.
They engaged us to support the transition by developing a welcome communications strategy. Ultimately, we needed to help pave the way for a smooth transition.
Our Approach
We first built our understanding of the key stakeholders – being the GPs, Practice Managers, Nurses and Receptionists to ensure our communications strategy and messaging would resonate.
Our communications approach centred around the following:
- To introduce Fullerton Health as an organisation
- To communicate what they could expect as a result of the change
- To give clinics a say in the way forward by developing a staff engagement survey to inform future planning for Fullerton Health Medical Centres
In addition, we developed the following communication tools and channels to ensure consistent and regular engagement by Fullerton Health.
- Video welcome message
- Welcome package delivered on day one of the new ownership consisting of a potted plant and morning tea pack with branded cookies and T2 teas
- Campaign Monitor email distribution with a welcome video and Frequently Asked Questions (FAQs)
- Ongoing EDMs with regular transition updates
- Survey snapshot
The Outcome
Our welcome communications strategy saw the clinics respond positively to the acquisition and set the new owners off on the right foot with the 48 clinics.
Through the well-considered communications strategy, we were able to appease any concerns around the transition, instead engaging the clinics early and instilling a sense of comfort and excitement around opportunities presented to the clinics as a result of the acquisition.
The staff engagement survey was also successful with an 80% average completion rate, giving the clinics a say in the future of their clinic and service delivery.
We continue to support Fullerton Health Australia on a project basis.
