With all the technology we have for relaying messages these days, the value of a well-written story, pitch or social post cannot be overstated. At the same time, it can be challenging to create consistent and engaging written content when your marketing communications team is full of colleagues with different experience, education and work backgrounds. As with any high-performing team in business or even sports, there needs to be some coaching.While that may sound daunting, Hartford HealthCare has developed a way to cultivate better, more consistent writers who can contribute to everything from leadership speeches to web copy to media pitches. Using a variety of methods including writing workshops, weekly writing and style tips, a department style guide, and one-on-one sessions that identify and capitalize on individual strengths while addressing and developing weaknesses into new strengths, Hartford HealthCare was able to developed a bench of confident writers to support the system’s communications needs.The result has been an equalizing of writing responsibility, valuable consistency to the system’s collective voice, and solid ROI in the form of patient visits, event attendance and requests for preventive health information.Two members of the Hartford HealthCare team will present the system’s unique approach to writing coaching. Susan McDonald is a seasoned print journalist who was tapped as the team’s first-ever writing coach, and Maggie Werner is one of the team’s newest members who was able to develop her writing skills to reflect Hartford HealthCare and AP style while showcasing her creativity and interview skills.
