Reaching a mobile workforce: Learn how Miami Children’s Health System’s used responsive design emails to let staff read newsletters on the go

Reaching a mobile workforce: Learn how Miami Children’s Health System’s used responsive design emails to let staff read newsletters on the go

About

Miami Children’s Health System (MCHS) in South Florida is routinely ranked among the best children’s hospitals in the nation. They employ over 3,500 employees. Francis Forte, Employee Communications Specialist, is part of a central HR team that manages internal communications throughout the organization.

Challenge

Reaching MCHS’ diverse workforce is a big challenge. For example, Francis says, doctors are checking email intermittently on the move, nursing staff only access computers a couple times a day, and other departments, such as Environmental Services and Food & Nutrition, even less frequently. “We knew it was important to remove barriers by sending communications staff could access on any device.”

She says one of the reasons they selected Newsweaver Internal Connect was the fact that email templates – branded and designed to their specifications – would work seamlessly on a desktop,  tablet and smartphone.

Solution

“Since staff don’t have access to desks frequently during their working week – not only is it hard to reach them – you really need to engage them quickly.” The Newsweaver design team worked with MCHS to create a template for their weekly newsletter, MCHS Pulse, that is branded, high impact, and easy to scan. MCHS takes advantage of Newsweaver’s unique newsletter microsite technology to generate back pages for articles. This enables mobile employees to easily navigate the front page, and click to read articles that are of interest or relevance to them.

Results

Both direct feedback and results have been strong. “Direct feedback has been great – and that the newsletter looks much better now, a lot more user friendly. We also used our metrics dashboard to get a view across MCHS.”

“We had metrics before, but not the depth and range of real-time metrics Newsweaver Internal Connect offers. For example, we had general opens before; but couldn’t look at results by individual departments or other defined fields.

Now that MCHS have a measurement dashboard, Francis says they’ll be able to pull out and share insight and results with stakeholders . “For example, we were able to see a breakdown of what devices a specific communication was viewed with – 37% on a smartphone, 43% on a tablet and 20% on a desktop. We can break that down further by audiences – for example by nursing staff, to get real insight and understanding and use to improve our results going forward.”

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