New hospital needs clear strategic plan

The results of the “redefining” exercise conducted by firms hired by Sudbury Regional Hospital are in and they show the hospital has many strengths but also many areas it can improve upon.

OVE Design and Communications and 50 Carleton (a graphic design firm) consulted 1,600 people, including hospital staff and community members, to learn their perceptions of the hospital and what they think the future of the organization should be.

They presented the findings at the hospital's board of governors meeting March 8. Hospital officials said they spent less than $100,000 in total to conduct the exercise.

According to consultants, there are three notable issues the hospital will have to address: low employee morale in certain hospital departments, lack of clarity about the hospital's new academic role, and the hospital's tendency to "wear" problems, such as too many ALC patients and high emergency department wait times, even though it can't control the factors leading to the issue.

On the bright side, there is a lot of pride in such things as the cancer centre, the hospital's role as a regional referral centre and the care provided to patients.

People were also asked about the appropriateness of the hospital's full name, Hôpital régional de Sudbury Regional Hospital.

The consultants said the current name, with the French and English together, is cumbersome.

Recent changes to the hospital, such as the opening of the one-site hospital, and fundraising activities are factors to consider when thinking about a name change.

The report said communication initiatives should be put in place to help tell the community about the hospital's role and its value.

Lee Jacobson, a brand strategist with OVE Design and Communications, presented the report at the board meeting.

When asked by reporters after the board meeting about the value of such an exercise, Jacobson said a similar question was asked by a doctor at another hospital he has worked with in the past.

“The chief of staff (at the other hospital) said 'You're absolutely right, but our brand and what we stand for is important for us to be able to recruit the best doctors and to recruit the best nurses,'” he said.

“'To get people to donate to our hospital, we have to tell them our story. We have to tell them why this organization, this hospital, is important in our community.' I think this is what it's about.

“It's not about trying to attract patients. It's about saying this is an organization people should be proud of.”

Dr. Denis Roy, the hospital's CEO, said the board needs time to digest the report before making any decisions.

He said the information will be incorporated into the hospital's five-year strategic plan. OVE and 50 Carleton will be helping the hospital to write this plan, Roy said.

Roy said he's not surprised by the results of the survey done by the consultants, as he's made a point of visiting each area of the hospital and speaking to workers about their perceptions of the institution.