A Marketing Makeover – Changing the Perception and Image of
Your Internal Audit Department
Sharp HealthCare
www.sharp.com
Your Presenters
Christy Decker has been a leader in Sharp HealthCare’s Internal
Audit Department since 2005 where she currently serves as the
Chief Audit Executive. Prior to joining Sharp, Christy gained
corporate accounting experience, public accounting experience, and
banking experience. She has a Bachelor’s degree in Accounting
and Spanish from San Diego State University and is a CPA, CIA,
CFE, HFMA Credentialed Revenue Cycle Representative (CRCR), and
CRMA. Christy currently volunteers as the District #4
representative for the West Region of the Institute of Internal
Auditors (IIA) and is a current Board Member for the San Diego
Chapter of the IIA.
Vida Labrador is a Senior Internal Auditor at Sharp HealthCare in
San Diego, CA. Since joining Sharp HealthCare in 2005, Ms.
Labrador has been responsible for performing operational, financial
and compliance audits. She is an HFMA Credentialed Revenue Cycle
Representative (CRCR).
2
Agenda and Objectives
• Overview of Sharp
HealthCare
• About Sharp
HealthCare’s Internal
Audit Team
• Strategies for the
Marketing Makeover
• Results of the Marketing
Makeover
• Summary
3
Key Sharp HealthCare Facts
• Serves many of the 3 million residents of
•
•
•
•
San Diego County
Largest health care system in San Diego
• 2,060 Licensed Beds
Largest private employer in San Diego
• 15,000 Employees
2,600 Affiliated Physicians
Full spectrum of health care programs
and services
• Home Health, Hospice, 2 Medical
Groups, Health Plan
4
Key Sharp HealthCare Facts
• Serves many of the 3 million residents of
•
•
•
•
San Diego County
Largest health care system in San Diego
• 2,060 Licensed Beds
Largest private employer in San Diego
• 15,000 Employees
2,600 Affiliated Physicians
Full spectrum of health care programs
and services
• Home Health, Hospice, 2 Medical
Groups, Health Plan
5
About Sharp HealthCare’s
Internal Audit Services Department
• Reports to Board Audit
Committee (functionally)
and CEO (administratively)
7.25 FTEs (VP, Manager, Staff)
• Emphasis on operational,
financial and IS audits
• Annual participation with
external auditors
• Successful external Quality
Assessment in 2012
6
Perception of Internal Audit
What are the two biggest
What islies
an ever been told ?
Auditor?
When the auditor arrives
Someone
and says,
who
“ arrives
Were
after
here
theto
battle
help!”and
And
bayonets
the client
the says,
wounded.
“We’re glad you’re here!”
7
Perception of Internal Audit
An internal auditor
takes time to enjoy a
hearty joke.
8
Why is it Important to Market IA?

Increase
awareness of IA

Valuable
resource &
trusted Partner

Enhance
communication

Minimize the fear
of an audit

Eliminate the
“bean counter” or
police image
9
Strategies for the Marketing Makeover
Phase I
● Collaborate with Sharp’s Marketing Department
● Align IA’s Mission, Vision and Values and “attitude” with Sharp’s
Phase II
● Overhaul of IA’s communication methods
● Measure perception and image
10
Sharp HealthCare www.sharp.com
Strategies for the Marketing Makeover
Phase I: Collaborate with Sharp’s Marketing Dept.
● Initial Meeting
o Review of communication documents
o Interviewed with IA team
● First Impression
o Wordy
o Formal
o Intimidating
o Boxy/square
11
12
Internal Audit Services Brochure
13
Strategies for the Marketing Makeover
Phase I: Collaborate with Sharp’s Marketing Dept.
● Creative Brief
o
o
o
o
o
Objectives
• Improve communications between IA and client
• Increase client satisfaction (measured by Client Survey)
Target Audience
• What do they currently think?
• What would we like them to think?
Single most compelling message & why should we believe it
• Commitment to continuous improvement
• Important role in helping Sharp transform the health care experience
Mandatories/creative guidelines
Tone
• Partnership, cooperation
• Professional yet personal
14
Strategies for the Marketing Makeover
Phase I: Collaboration with Sharp’s Marketing Department
Align with the “Sharp Experience”
o Mission, vision and values
“Best place to work, practice medicine and receive care”
o Practices
•
AIDET – Acknowledge, Introduce, Duration, Explanation, Thank you
•
12 Behavior Standards – privacy, email etiquette, diversity,
professional development, attitude, reward and recognition,
communication, service, safety, appearance, keeping customers
informed
•
Five Must Haves - “Foster an attitude with gratitude”
•
Six Pillars of Excellence – quality, service, people, finance, growth and
community
15
Strategies for the Marketing Makeover
Phase II: Overhaul of Communication Methods
● Minimize fear and intimidation
o New vocabulary
•
•
•
•
•
Audit  Review, Project, Assessment
Auditee  Client, Customer, Process-owner
Entrance/Exit Meeting  Kick-off/Wrap-up
Formal titles  Actual name
Issues  Opportunities for improvement, Observations
o 5 Top Messages
•
•
•
•
•
Partnership
Valuable service
Commitment to continuous improvement
Important role to helping Sharp transform health care experience
Share Sharp’s mission, vision and values
o Tone = less formal, more conversational
16
Results of the Marketing Makeover
Phase II: Overhaul of Communication Methods
● Redesigned documents, templates and website
o Announcement email template
o Thank you notes from President/CEO and auditor-in-charge
o Consolidated Kick-Off Meeting documents (7 documents  1 document)
o Reflection (teamwork, cooperation, transparency)
o IA intranet site
● Revised mission, vision and elevator speech
17
Results of the Marketing Makeover
Phase II: Overhaul of Communication Methods
• Increased awareness and understanding of the role of the IA
Department
o Consultative role
o Recommendations and referrals to service providers
o Fraud or other educational workshops
o Share FTE with other departments
o Continuous auditing and monitoring
o Provide ad hoc data or reporting
o Bi-weekly status updates
18
Results of the Marketing Makeover
Phase II: Overhaul of Communication Methods
• Collaboration with Sharp’s Marketing Department
• Improved Client Survey template
• On line tool – Survey Monkey
• Improved perception and survey results
19
Summary
Utilize your company’s Marketing Department
Align with company’s mission, vision & values
Review current documents & templates
Improve communication
Don’t forget about your intranet site
Provide consulting services
Act locally
Measure your success and celebrate!
20
Thank You!
Contact us at:
Christy Decker @ 858-499-5508
christy.decker@sharp.com
or
Vida Labrador @ 858-499-5568
vida.labrador@sharp.com
21