Digital transformation within the NHS is an incredibly complex endeavour. When you factor in challenges related to skills and culture, it becomes evident that a robust internal communications strategy must accompany any transformation initiative.
The term “digital transformation” is increasingly common, encompassing both hardware and software advancements. Regardless of the scope of such a project, whether large or small, internal communications play an essential role in ensuring its success.
To appreciate the significance of effective internal communications during digital transformation, it’s important to understand why this topic is particularly pertinent today.
The NHS, like many public sector organisations, has long relied on outdated IT infrastructures, leading to various inefficiencies. Although the process of modernisation was underway before COVID-19, the pandemic accelerated digital initiatives in an unprecedented way. This rapid shift was necessary not only to meet immediate needs but also to realise long-term efficiencies.
However, digital transformation in the NHS comes with its own set of challenges. Public scrutiny, previous system failures (such as issues with the COVID-19 track and trace system), skill shortages, stringent regulations, and a general resistance to change are all significant hurdles. For these reasons, internal communications must be integrated from the very start of any digital transformation project.
A Deloitte study underscores this point: 93% of government organisations identified workforce skills as a major challenge in their digital transition. Additionally, 55% of leadership admitted to a lack of understanding of digital trends, and 96% acknowledged that organisational culture would be a significant obstacle.
Given these challenges, it is clear that internal communications must be a cornerstone of any NHS digital transformation strategy.
As an internal communications professional, your role is not to manage the digital transformation itself but to support those who are responsible for it. You don’t need to focus on ROI, resource allocation, or project management, but you do need to ensure that everyone involved is well-supported.
Successful organisational change is fundamentally about changing behaviours. Without full buy-in from staff, the success of any digital transformation will be limited.
So, how can you make a digital transformation project as successful as possible?
Digital transformation affects many people, and different employee groups will have varied needs. It’s crucial to understand these needs from the outset. Key audiences to consider include:
Leadership Directing the Change:
You may need to educate this group on the importance of internal communications while also understanding their motivations to effectively communicate these to others.
Those Deploying the Project:
These individuals are crucial for project success. Your role is to keep them aligned with the broader goals and implications of the transformation.
Those Impacted by the Project:
While the benefits of the transformation are the end goal, it’s important to acknowledge that the process can be unsettling. Providing reassurance and focusing on long-term advantages will help mitigate concerns.
Those Who Need to Be Aware of the Changes:
This group includes colleagues indirectly affected by the project, who need to be aware of potential impacts on their work.
For each of these groups, ensure you understand the positive and negative impacts of the project. Audience personas can help tailor your communications to address specific concerns and needs effectively.
Culture can significantly influence the success of a digital transformation. McKinsey research shows that 70% of transformation projects fail due to cultural issues. Common barriers include a lack of collaboration, empowerment, and knowledge sharing.
While internal communications alone cannot change organisational culture, they can help steer thoughts and behaviours in the right direction. Highlight thriving aspects of the culture and raise any concerns with leadership to address them proactively.
Learning from past experiences is key. Even if previous projects weren’t digital transformations, insights from other change management initiatives can be invaluable. Gather data, consult with those involved, and identify what worked, what didn’t, and what could be improved in internal communications.
Decide on the channels and formats you’ll use for communication. Email is often the most effective channel, but consider complementing it with other methods like intranet posts, staff meetings, or even traditional noticeboards. Tailor the format to your audience, whether it’s written updates, videos, or visual progress reports.
Testing different approaches can help you determine what resonates most with your audience.
With your research complete, it’s time to develop your strategy. Create a timeline mapping out the stages of the project and your communication plan, considering the needs of each audience. Colour-coding different channels and formats can help keep the plan organised and easy to follow.
A successful internal communications strategy is dynamic. Timings will shift, and challenges will arise, requiring your strategy to adapt accordingly. Use data to measure the effectiveness of your communications and adjust your approach as needed. Granular insights into employee engagement can help you identify advocates or those who need additional support.
Surveys can also provide valuable feedback, especially if you lack detailed analytics. Regular assessment will ensure your communications remain effective and relevant.
NewZapp Trusted Delivery is an email communication platform designed to securely deliver internal emails to NHS employees. With NewZapp, you can create visually appealing communications that are guaranteed to reach every inbox, without the risk of emails being marked as junk or encountering spoofing issues.
Our platform also provides detailed analytics to help you measure performance and maximise engagement. If you’re looking to enhance your digital transformation projects and internal communications, get in touch with us today to learn more.
Marketing Manager
With over 15 years’ experience in communications I have seen first-hand the difference strong internal communications can make. I am passionate about helping organisations reap the rewards of an engaged workforce and feel privileged to work for an organisation that has this same passion. We can achieve more when we work together towards the same goals.
Get in touch today to find out how NewZapp can increase the effectiveness of your internal communication.
We are NOT the NHS. We are a supplier of internal communications software. Please contact your local NHS hospital for all healthcare queries.
Tel: 01392 447200
Email: trusteddelivery@newzapp.com
Trusted Delivery is product of NewZapp Communications.
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