Communication that Lands
3 messages × 3 audiences (a simple playbook)
Happy Thursday. This week’s note is a practical communication playbook for healthcare change—how to avoid “systemwide announcements” that create confusion instead of adoption.
The idea in 30 seconds
Most transformational communication fails because it’s one message for everyone. Leaders, builders, and clinicians need different reasons to care.
The framework
Three messages you always need:
Why: the problem, the stakes, the cost of inaction
What: what’s changing, what’s not changing, what “good” looks like
How: workflow steps, support, escalation, timelines
Three audiences you must tailor to:
Leaders: risk, capacity, outcomes, accountability
Builders: workflow requirements, data quality, constraints, iteration plan
Clinicians: time, trust, safety, and “what to do when it fails.”
A quick example
A “systemwide” email announced a tool but didn’t explain workflow or failure modes. Confusion spread. A 1-page quick-start guide + escalation path resolved it more effectively than another announcement.
How to measure it
Comprehension check: “What is changing?” (quick pulse)
Support load: common questions trend down over 2 weeks
Reliability improves as clarity improves
One action for this week
Draft three short messages (Why/What/How) and tailor one line for each audience. Use it in your next rollout.
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