Internal Communications Structure for Healthcare Entities

This guide outlines the internal communications structure implemented by UNC Health to enhance messaging efficiency across its healthcare entities. The document describes how UNC Health, a large healthcare system comprising 17 hospitals and over 900 clinics, faced challenges with inconsistent communication processes due to rapid growth. To address these issues, UNC Health adopted the EmailOpen platform in 2021 to streamline operations, improve messaging consistency, and empower local communicators. The guide details the creation of a centralized newsletter, UNC Health News, to assist local communicators in generating content relevant to their specific entities. It also explains the operational processes established for efficient communication, including the use of mailing lists, tagging specific content for relevant entities, and providing access to a library of branded assets. Furthermore, the guide discusses the training provided for new team members on email marketing best practices and the use of analytics to evaluate the effectiveness of communications.