Internal communications (IC) in the NHS go beyond simply delivering messages—they engage, inform, and align staff with organisational values and priorities. However, for NHS IC teams to prove their value, they need tangible evidence of impact. This is where IC metrics come in, offering valuable insights that enable NHS organisations to monitor and optimise communication efforts.
In this guide, we’ll explore essential IC metrics for NHS settings, demonstrating how these metrics—when tracked and analysed effectively—can drive engagement, enhance staff satisfaction, and even support improved patient outcomes.
As NHS IC roles continue to evolve, tracking and demonstrating the value of internal communications becomes increasingly essential. Trusted Delivery’s platform, uniquely compliant with NHS Digital Governance and Information Security Management, empowers NHS IC teams with a secure and comprehensive way to gather and analyse metrics.
Research by NewZapp highlights some key challenges in IC measurement:
By tackling these challenges, Trusted Delivery helps NHS organisations implement a structured, data-driven approach to IC, providing data to secure leadership support and demonstrating the direct benefits of effective communication.
Identifying which metrics to track is the first step. Here are the most critical IC metrics for NHS organisations:
Definition: Reach measures whether messages are successfully delivered to the intended audience, including remote and on-site staff across various NHS departments.
Measurement Approach: Email open rates, intranet logins, and mobile app engagement rates are commonly tracked indicators of reach. Using tools like Trusted Delivery’s platform, NHS IC teams can obtain granular data to understand where communication gaps exist.
Practical Example: Monitoring reach helps NHS organisations identify if frontline workers are less engaged with certain channels, enabling IC teams to refine distribution strategies for improved access and impact.
Definition: Engagement consistency assesses the regularity with which employees interact with internal communications. Sustained engagement suggests that messaging is both relevant and valuable.
Measurement Approach: Metrics like the frequency of logins, interactions with newsletters, and click-through rates reveal engagement trends. Trusted Delivery’s cohort analysis feature allows IC teams to monitor audience segments over time, helping identify and nurture high-engagement channels.
Practical Example: NHS IC teams can use data to determine optimal timing for messages, ensuring that communication resonates and maintains engagement over extended periods.
Definition: This metric evaluates the performance of various communication channels, from intranets and emails to mobile apps.
Measurement Approach: Comparing engagement across channels enables NHS IC teams to identify which mediums are most effective for reaching specific employee groups. Trusted Delivery’s dashboard provides side-by-side metrics, showing where each channel excels and where improvements may be needed.
Practical Example: An NHS organisation might find that clinical staff prefer mobile alerts for quick updates, while administrative staff engage more through email. Channel effectiveness metrics support targeted improvements.
Benchmarking creates a baseline from which IC teams can track progress, set realistic goals, and demonstrate value over time. Trusted Delivery enables NHS teams to benchmark against industry standards and track improvements in key areas such as engagement, reach, and satisfaction.
Benchmarking Steps:
IC teams often face obstacles like limited time, data accessibility issues, and lack of leadership buy-in. Trusted Delivery addresses these challenges with streamlined reporting, integrated analytics, and tools designed to secure leadership support:
Trusted Delivery offers a suite of high-impact metrics designed to demonstrate IC’s value to NHS leaders:
Data-backed insights are essential for NHS IC teams seeking to elevate their role within the organisation. By focusing on metrics that matter, IC teams can drive meaningful engagement, align staff with organisational goals, and enhance patient outcomes. With Trusted Delivery’s comprehensive analytics, NHS IC teams can showcase their impact, secure support from leadership, and continuously improve communication effectiveness.
IC metrics not only improve engagement but also support broader NHS objectives, such as staff retention, patient satisfaction, and organisational performance.
Effective IC is directly linked to lower employee turnover rates. By tracking engagement and retention metrics, NHS IC teams can assess communication’s impact on staff satisfaction and retention rates. Informed employees are more likely to feel valued and stay with the organisation.
eNPS measures employee loyalty and satisfaction. Surveys and pulse checks allow IC teams to gauge employee sentiment and understand where improvements are needed. As Grossman Group notes, regular feedback and responsiveness to employee needs build a culture of trust.
When staff are well-informed and engaged, patient care improves. IC metrics indirectly influence patient satisfaction by fostering a connected and collaborative workforce. Metrics such as patient satisfaction scores offer NHS IC teams tangible evidence of their contributions to healthcare outcomes.
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