St. Joseph's Mercy
Red Rules Clinical Safety Program
The Challenge
St. Joseph’s Mercy need a creative internal campaign to drive awareness among surgeons, clinicians and co-workers regarding “Red Rules” - rules in the operating room that, if not followed, could greatly impact patient safety. The program needed to recruit the physicians as champions while empowering co-workers to “speak up” and stop the line if a red rule was broken in the operating room. The campaign needed to carry some very specific and detailed safety information, however, it needed to cut through the clutter of all the other safety initiatives that co-workers were exposed to.
The Response
We developed a “Speak Up for Red Rules” campaign that blended physician engagement with co-worker awareness. The campaign conveyed to key co-workers the important role of every person in the OR to “stop the line” if a Red Rule was not followed. The messaging focused on:
- It’s the Right Thing to Do
- Collective Responsibility in the OR: It’s Our Patient
- Our Patients Have Entrusted Us with Their Care
- We All Have a Vested Interest in Outcomes
- Physician Engagement Materials: Online video showcasing physicians endorsing the Red Rules program and identifying model behaviors
- Co-worker Awareness Materials: Flyers, Posters, Letters, Newsletter Articles
The Results
By actively engaging physicians at the forefront of the campaign, we helped to carry the message to co-workers through key OR influencers, thus empowering co-workers to speak up and stop the line when a Red Rule was broken. St. Joseph’s achieved record compliance for the program. The integrated nature of the campaign dramatically improved co-workers’ awareness of the program.
Services Utilized
- Outsourced VP of Marketing
- Physician Relations
- Branding & Messaging
- Internal Communications
- Digital Marketing