A Marketing Makeover Changing the Perception and Image of Your Internal Audit Department AHIA Annual Conference

Transcription

1 A Marketing Makeover Changing the Perception and Image of Your Internal Audit Department 2011 AHIA Annual Conference 1

2 Your Presenters Christy Decker is the Internal Audit Manager at Sharp HealthCare in San Diego, CA. Since joining Sharp HealthCare in 2005, Ms. Decker has been responsible for performing and managing operational, financial and compliance audits. She is a Certified Public Accountant (CPA), Certified Internal Auditor (CIA), Certified Fraud Examiner (CFE) and an HFMA Credentialed Revenue Cycle Representative (CRCR). She is currently the District #4 Representative for the Western Region of the Institute of Internal Auditors (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) AHIA Annual Conference 2

3 Overview of Sharp HealthCare About Sharp HealthCare s Internal Audit Team Strategies for the Marketing Makeover Results of the Marketing Makeover Summary Agenda and Objectives 3

4 Key Sharp HealthCare Facts Serves 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

5 Sharp Highlights 2007 Malcolm Baldrige National Quality Award Magnet Designation for Nursing Excellence at Sharp Memorial and Sharp Grossmont Hospitals "Most Wired" Health Care System 11 years out of 12 Top integrated health care network in California and sixth in the nation as ranked by Modern Healthcare in

6 About Sharp HealthCare s Internal Audit Services Department Reports to Board Audit Committee (functionally) and CEO (administratively) 6.5 FTEs (VP, Manager, Senior Internal Auditors) Emphasis on operational, financial and IS audits Annual participation with external auditors Successful external Quality Assessment in AHIA Annual Conference 6

7 Perception of Internal Audit What What is an are the two biggest Auditor? lies ever been told? When the auditor arrives Someone and who says, arrives after Were the here battle to help! and bayonets And the the client wounded. says, We re glad you re here! 2011 AHIA Annual Conference 7

8 Perception of Internal Audit An internal auditor takes time to enjoy a hearty joke AHIA Annual Conference 8

9 Why is it Important to Market IA? Eliminate the bean counter or police image Minimize the fear of an audit Increase awareness of IA Enhance communication Valuable resource & trusted Partner 2011 AHIA Annual Conference 9

10 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

11 Strategies for the Marketing Makeover Phase I: Collaborate with Sharp s Marketing Dept. Initial Meeting o Review of IA s communication documents, templates, website, brochure o Interviews with Internal Audit VP, Manager, Sr. Internal Auditor First Impression o Wordy, too formal o Boxed, square o Use of borders, outdated o Intimidating o Overuse of the word audit 11

12 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 Mandatory/creative guidelines Tone Partnership, cooperation Professional yet personal 12

13 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, 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 13

14 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 14

15 Results of the Marketing Makeover Phase II: Overhaul of Communication Methods Redesigned documents, templates and website o Announcement template o Thank you notes from President/CEO and auditor-in-charge o Consolidated Kick-Off Meeting documents (7 documents 1 document) About Us page Provided to client prior to the meeting o Reflection (teamwork, cooperation, transparency) o IA intranet site Annual plan, best practices, articles, success stories Review process, FAQs Hotline for fraud reporting Staff bios (personal side) Request an audit 15

16 Results of the Marketing Makeover Phase II: Overhaul of Communication Methods Revised mission, vision and elevator speech Mission Statement We will serve with integrity as partners and business consultants to confirm that processes are performing as intended, provide insight on opportunities for continuous improvement and assist Sharp HealthCare in achieving its mission to be the best place to work, practice medicine and receive care. Vision Statement To transform the internal audit experience and become a sought after resource for Sharp HealthCare to further its culture of excellence. Values Integrity, caring, innovation and excellence 16

17 Results of the Marketing Makeover Phase II: Overhaul of Communication Methods Revised mission, vision and elevator speech (continued) Who We Are ( Elevator Speech ) We are an internal resource, providing a systematic evaluation of processes and functions within Sharp HealthCare. Our purpose is to ensure that operations are efficient and effective, financial reporting is reliable, laws and regulations are complied with, and company assets are safeguarded. Our training is in business practices and controls, and we try to serve as fresh eyes, offering suggestions for improving processes and practices and to validate that internal controls are working as designed. We strive to add value by providing objective, innovative recommendations for continuous improvements. Like everyone at Sharp, the Internal Audit Services team is committed to making Sharp the best place to work, practice medicine and receive care. Our goal is to make the audit process a positive and beneficial experience for Sharp HealthCare. 17

18 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 Implementations Process improvement projects Review revised policies and procedures Assistance in locating service providers 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

19 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

20 Summary Utilize your company s Marketing Department Align with company s mission, vision & values Review current documents & templates Improve communication Minimize scariness Take the mystery out of the review process Emphasize partnership Don t forget about your intranet site Provide consulting services Act locally Speak at local college/universities Participate in a local trade group Measure your success and celebrate! 20

21 Thank You! Contact us at: Christy christy.decker@sharp.com or Vida vida.labrador@sharp.com 21

22 Save the Date: August 26-29, st Annual Conference in Philadelphia Pennsylvania 22