Selected Podcast
Defining and Prioritizing DEI Strategy & Communications Plans
Join Camille Strickland as she gives insights into addressing diversity, equity, and inclusion in your organization’s strategy and communications plans, as discussed at SHSMD’s June member meetup. Hear how she’s seeing service line leaders, primary care practice teams, and system population health teams ban together to address access to care barriers.
Featured Speaker:
Camille Strickland
Camille Strickland has 17 years of leadership experience in healthcare strategy for both agencies (Revive, Brighter Collective) and health provider organizations like Dignity Health, Community Health Systems, Loma Linda University Health, and Orthopedic Institute for Children in alliance with UCLA Health. She currently serves as Senior Vice President at BVK where she provides executive-level strategy support to healthcare teams that are challenging the status quo across their industry, business, and audiences for better care outcomes and experiences. A member of the Society for Healthcare Strategy & Market Development and the American College of Healthcare Executives, she holds a master’s degree in healthcare administration from Loma Linda University. Transcription:
Defining and Prioritizing DEI Strategy & Communications Plans
Bill Klaproth (host): This is a special SHSMD Connections 2022 podcast. as we talk with keynote speakers and session leaders from the show I'm bill clamp roth right now we're going to talk with Camille Strickland senior vice president at BVK. Camille welcome.
Camille Strickland: Hi, nice to be here.
Bill Klaproth (host): Yes. Thank you so much. So you did a special. SHSMD member meetup on defining and prioritizing DEI strategy and communications plans. Just Give me a quick recap. Tell me about the meet up.
Camille Strickland: Sure so a number of us got together, a few healthcare strategies. Share how our organizations are translating. All the recent discussions around diversity, equity and inclusion. The tactics, the types of investments their organizations are making to create meaningful strategies and communication plans that translate ultimately to better care delivery and the experiences.
Bill Klaproth (host): You know, this seems to be not only a hot, but very important topic. That we're talking about DEI strategies and communication plans. So what sources of data are you using to understand community and organization DEI needs. How do you do that?
Camille Strickland: Yeah, well, one of the imperatives that came out of our meeting was this need to leverage multiple data sources to really uncover those internal and external needs. So that diversity and information. I think alongside that one important aspect is sort of how we interpret that data. You know the ability to look at these sources, which often can be complex depending on what you're drawing from to create or.
Bill Klaproth (host): So when you say multiple data sources, can you give me any example of those?
Camille Strickland: Absolutely. So internally you might look at H caps data. You might, for example, look at internal communication survey data, Press Ganey data, any. The type of data that you typically collect. whether it be employee or patient data. To sort of understand what's happening to the folks that you're serving or working with. On the external side, we often see folks lean on a local state, regional or federal data to understand their communities.
And to get context for some of what their internal data is showing them in order to kind of understand, like I said, the needs from a diverse equity and inclusive standpoint.
Bill Klaproth (host): Yeah. So for this to happen, generally in my experience and the people that I talk with, it almost seems like you need a champion of DEI. Somebody that's going to really run the point on this and drive this through, who typically serves as a champion of DEI?
Camille Strickland: Well, I think one of the overwhelming consensus coming out of that meeting was that DEI is really everyone's job in the organization. That being said, we know that can seem really ambiguous. And so we've seen a couple of different approaches to leadership. And it's really important to emphasize that regardless of the approach taken by our organization, it's critical it be communicated who is leading the effort.
So some organizations take on a Top down approach where you have a chief diversity officer or Several executives that are really leading across clinical and administrative areas and they're setting and driving priorities. Others use more of a shared responsibility approach, where they're guided by organized data that allows them to uncover and address disparities. And then others have what we're seeing as more of a lesser known or lesser seen, but growing model of a bottom up approach.
Where you lean into things like caregiver, affinity, groups, and departmental champions who have a passion for taking action to help drive some of the focus around DEI efforts.
Bill Klaproth (host): So when it comes to either approach, someone may choose what is most important in that?
Camille Strickland: Regardless of which direction you choose in terms of approach, really important again, that it's communicated how you're doing this So that folks know who to go to folks know who information is going to be coming from and folks know that they do have a role and they can see themselves in this work.
Bill Klaproth (host): So when we talk about DEI in healthcare, we're often talking about care disparities. But there's a lot more to it than that. Right?
Camille Strickland: Diversity equity and inclusion really goes beyond care that's provided. We often also see this as an important topic when talking about workforce innovation. It's really important for people to be able to see themselves in a number of different ways. We also are careful to make sure that we define that beyond, you know, some of the more commonly known areas such as ethnicity and really think about other types of, topics neurodivergency things like that nature.
So it's a really all inclusive. Sorry for using the word again, sort of all encompassing, I should say. Sort of, idea that diversity equity and inclusion is really around, not just here, but also around, the workforce that you have. That's delivering
Bill Klaproth (host): So there's a lot of things under that DEI umbrella, as you say, but getting back to care disparities in the community, what are some of the factors that contribute to, or impede the community's ability to achieve good health? And how can organizations take steps to address care disparities?
Camille Strickland: Well for every organization, this is going to be different. I think that's where the importance of data and how we analyze it. And what we analyze is really, really Comes into play. but essentially it's about going beyond our four walls, you know, as the hospital really thinking through the real life real time impediment.
Pediments that people have Good health. And this can lend itself to social determinants of health, which we are all familiar with housing, you know, social stigma, transportation. health literacy. These are all things that factor into how people access care and whether or not people can afford care. And so thinking through the dynamics of that in every single market or in your market as a health system is really critical to not just understanding the need, but beginning to put into place effective strategies to address
Bill Klaproth (host): Okay. So when we talk about effective strategies to address these. How does an organization go about starting this process of planning? And preparing and putting a strategy and a communication plan together?
Camille Strickland: Well coming out of our meeting, we actually put together a really simple process map for this because we thought it was really important for systems that probably are getting into this work for the very first time. And so the way we look at it is first identify your champion and your stakeholders while everyone in the organization is responsible for it.
There needs to be clear communication around, you know, who's leading. The second is just making sure that you're assessing the right data. So identifying various data sources like you talked about, but really creating a true picture of what the need is. The third is implementation. This kind of work really requires, folks to be action-oriented in mindset and really collaborative.
Oftentimes you're not able to solve these problems with your folks only internally, but you have to look outside for partners, whether it be in the community, other organizations. Vendor partners. Is to really think about how you're going to address some of these and have them be meaningful. The final piece the process is really around accountability. And so I think this is often where folks get lost.
It's determining, you know, the effectiveness, what we put in place work. How will we measure? this is a critical part of having a sustainable dEI program or effort. And so we often. And look at accountability as being the last step, but it really, if you think about it as strong throughout this process, this process of building a DEI program.
Bill Klaproth (host): Yeah, so those are great Camille. So thank you for sharing those with one identify your champion, who is leading, as you said, accessing the right data. Three implementation. action oriented and four, accountability. Can I ask you a question about number two, accessing the right data, so you're gathering all of this data,what are the metrics that you're looking for? What should we be looking for in the data?
Camille Strickland: So I think it's clear, like disparities are often one of the first things folks look at, right? So looking across data, you can look at different communities or populations and figure out who's accessing your care. You can look at rates. So disease rates, you can look at condition rates.
It can be just about anything I think will part of this challenge is not to go in with preconceived ideas about what the data might tell you, but actually let the data tell you stories. So picking up on common themes across data points is also, data sources is another really important aspect of this work as well.
Bill Klaproth (host): So be open, and let the data tell you this story.
Camille Strickland: Correct.
Bill Klaproth (host): Yeah, this is a really fascinating and again, as I said before, important topic to discuss. So as we wrap up Camille, and thank you so much for your time. When it comes time to defining and prioritize DEI strategy and communication plans. Anything else Anything else we should know about this?
Camille Strickland: I tHink the consensus, again, coming out of this meeting was, you know, this is essential to delivering high quality healthcare. This emphasis on diversity equity inclusion. And in recent years, we've seen the social and corporate conversation place, a real spotlight on health Hospitals around the responsibilities that they have to formalize and expand these efforts as they work to address, you know, the increasing challenges we have with care for ability and care access.
So it's really critical that systems have a framework from which to Start if they're. Interested in this kind of work. And so we're really excited about this conversation and the output of it, as a simple way for, systems to get going here.
Bill Klaproth (host): Yeah. And as you said, I think this sums it up perfectly. You said this is essential to developing high quality care. I love that word essential, right? I mean, this is it.
Camille Strickland: This is it.
Bill Klaproth (host): Absolutely. Well, Camille, this has really been informative. Thank you so much for your time. We appreciate it.
Camille Strickland: No problem. Thank you.
Bill Klaproth (host): And make sure you sign up for this year's SHSMD Virtual Conference, October 12th, 2022 plus on demand through the end of the year. The virtual conference will feature access to 50 plus sessions recorded from the September in-person annual conference. Plus all new live sessions, just go to shsmd.org. That's S H S M D.org/virtual. To learn more and to get registered. And please join us at the next SHSMD Connections, annual conference September, 2023 in Chicago. And if you found this podcast helpful, please share it on your social channels and find access to our full podcast library at sshmd.org/podcasts. I'm Bill Klaproth. As always, thanks for listening.
Defining and Prioritizing DEI Strategy & Communications Plans
Bill Klaproth (host): This is a special SHSMD Connections 2022 podcast. as we talk with keynote speakers and session leaders from the show I'm bill clamp roth right now we're going to talk with Camille Strickland senior vice president at BVK. Camille welcome.
Camille Strickland: Hi, nice to be here.
Bill Klaproth (host): Yes. Thank you so much. So you did a special. SHSMD member meetup on defining and prioritizing DEI strategy and communications plans. Just Give me a quick recap. Tell me about the meet up.
Camille Strickland: Sure so a number of us got together, a few healthcare strategies. Share how our organizations are translating. All the recent discussions around diversity, equity and inclusion. The tactics, the types of investments their organizations are making to create meaningful strategies and communication plans that translate ultimately to better care delivery and the experiences.
Bill Klaproth (host): You know, this seems to be not only a hot, but very important topic. That we're talking about DEI strategies and communication plans. So what sources of data are you using to understand community and organization DEI needs. How do you do that?
Camille Strickland: Yeah, well, one of the imperatives that came out of our meeting was this need to leverage multiple data sources to really uncover those internal and external needs. So that diversity and information. I think alongside that one important aspect is sort of how we interpret that data. You know the ability to look at these sources, which often can be complex depending on what you're drawing from to create or.
Bill Klaproth (host): So when you say multiple data sources, can you give me any example of those?
Camille Strickland: Absolutely. So internally you might look at H caps data. You might, for example, look at internal communication survey data, Press Ganey data, any. The type of data that you typically collect. whether it be employee or patient data. To sort of understand what's happening to the folks that you're serving or working with. On the external side, we often see folks lean on a local state, regional or federal data to understand their communities.
And to get context for some of what their internal data is showing them in order to kind of understand, like I said, the needs from a diverse equity and inclusive standpoint.
Bill Klaproth (host): Yeah. So for this to happen, generally in my experience and the people that I talk with, it almost seems like you need a champion of DEI. Somebody that's going to really run the point on this and drive this through, who typically serves as a champion of DEI?
Camille Strickland: Well, I think one of the overwhelming consensus coming out of that meeting was that DEI is really everyone's job in the organization. That being said, we know that can seem really ambiguous. And so we've seen a couple of different approaches to leadership. And it's really important to emphasize that regardless of the approach taken by our organization, it's critical it be communicated who is leading the effort.
So some organizations take on a Top down approach where you have a chief diversity officer or Several executives that are really leading across clinical and administrative areas and they're setting and driving priorities. Others use more of a shared responsibility approach, where they're guided by organized data that allows them to uncover and address disparities. And then others have what we're seeing as more of a lesser known or lesser seen, but growing model of a bottom up approach.
Where you lean into things like caregiver, affinity, groups, and departmental champions who have a passion for taking action to help drive some of the focus around DEI efforts.
Bill Klaproth (host): So when it comes to either approach, someone may choose what is most important in that?
Camille Strickland: Regardless of which direction you choose in terms of approach, really important again, that it's communicated how you're doing this So that folks know who to go to folks know who information is going to be coming from and folks know that they do have a role and they can see themselves in this work.
Bill Klaproth (host): So when we talk about DEI in healthcare, we're often talking about care disparities. But there's a lot more to it than that. Right?
Camille Strickland: Diversity equity and inclusion really goes beyond care that's provided. We often also see this as an important topic when talking about workforce innovation. It's really important for people to be able to see themselves in a number of different ways. We also are careful to make sure that we define that beyond, you know, some of the more commonly known areas such as ethnicity and really think about other types of, topics neurodivergency things like that nature.
So it's a really all inclusive. Sorry for using the word again, sort of all encompassing, I should say. Sort of, idea that diversity equity and inclusion is really around, not just here, but also around, the workforce that you have. That's delivering
Bill Klaproth (host): So there's a lot of things under that DEI umbrella, as you say, but getting back to care disparities in the community, what are some of the factors that contribute to, or impede the community's ability to achieve good health? And how can organizations take steps to address care disparities?
Camille Strickland: Well for every organization, this is going to be different. I think that's where the importance of data and how we analyze it. And what we analyze is really, really Comes into play. but essentially it's about going beyond our four walls, you know, as the hospital really thinking through the real life real time impediment.
Pediments that people have Good health. And this can lend itself to social determinants of health, which we are all familiar with housing, you know, social stigma, transportation. health literacy. These are all things that factor into how people access care and whether or not people can afford care. And so thinking through the dynamics of that in every single market or in your market as a health system is really critical to not just understanding the need, but beginning to put into place effective strategies to address
Bill Klaproth (host): Okay. So when we talk about effective strategies to address these. How does an organization go about starting this process of planning? And preparing and putting a strategy and a communication plan together?
Camille Strickland: Well coming out of our meeting, we actually put together a really simple process map for this because we thought it was really important for systems that probably are getting into this work for the very first time. And so the way we look at it is first identify your champion and your stakeholders while everyone in the organization is responsible for it.
There needs to be clear communication around, you know, who's leading. The second is just making sure that you're assessing the right data. So identifying various data sources like you talked about, but really creating a true picture of what the need is. The third is implementation. This kind of work really requires, folks to be action-oriented in mindset and really collaborative.
Oftentimes you're not able to solve these problems with your folks only internally, but you have to look outside for partners, whether it be in the community, other organizations. Vendor partners. Is to really think about how you're going to address some of these and have them be meaningful. The final piece the process is really around accountability. And so I think this is often where folks get lost.
It's determining, you know, the effectiveness, what we put in place work. How will we measure? this is a critical part of having a sustainable dEI program or effort. And so we often. And look at accountability as being the last step, but it really, if you think about it as strong throughout this process, this process of building a DEI program.
Bill Klaproth (host): Yeah, so those are great Camille. So thank you for sharing those with one identify your champion, who is leading, as you said, accessing the right data. Three implementation. action oriented and four, accountability. Can I ask you a question about number two, accessing the right data, so you're gathering all of this data,what are the metrics that you're looking for? What should we be looking for in the data?
Camille Strickland: So I think it's clear, like disparities are often one of the first things folks look at, right? So looking across data, you can look at different communities or populations and figure out who's accessing your care. You can look at rates. So disease rates, you can look at condition rates.
It can be just about anything I think will part of this challenge is not to go in with preconceived ideas about what the data might tell you, but actually let the data tell you stories. So picking up on common themes across data points is also, data sources is another really important aspect of this work as well.
Bill Klaproth (host): So be open, and let the data tell you this story.
Camille Strickland: Correct.
Bill Klaproth (host): Yeah, this is a really fascinating and again, as I said before, important topic to discuss. So as we wrap up Camille, and thank you so much for your time. When it comes time to defining and prioritize DEI strategy and communication plans. Anything else Anything else we should know about this?
Camille Strickland: I tHink the consensus, again, coming out of this meeting was, you know, this is essential to delivering high quality healthcare. This emphasis on diversity equity inclusion. And in recent years, we've seen the social and corporate conversation place, a real spotlight on health Hospitals around the responsibilities that they have to formalize and expand these efforts as they work to address, you know, the increasing challenges we have with care for ability and care access.
So it's really critical that systems have a framework from which to Start if they're. Interested in this kind of work. And so we're really excited about this conversation and the output of it, as a simple way for, systems to get going here.
Bill Klaproth (host): Yeah. And as you said, I think this sums it up perfectly. You said this is essential to developing high quality care. I love that word essential, right? I mean, this is it.
Camille Strickland: This is it.
Bill Klaproth (host): Absolutely. Well, Camille, this has really been informative. Thank you so much for your time. We appreciate it.
Camille Strickland: No problem. Thank you.
Bill Klaproth (host): And make sure you sign up for this year's SHSMD Virtual Conference, October 12th, 2022 plus on demand through the end of the year. The virtual conference will feature access to 50 plus sessions recorded from the September in-person annual conference. Plus all new live sessions, just go to shsmd.org. That's S H S M D.org/virtual. To learn more and to get registered. And please join us at the next SHSMD Connections, annual conference September, 2023 in Chicago. And if you found this podcast helpful, please share it on your social channels and find access to our full podcast library at sshmd.org/podcasts. I'm Bill Klaproth. As always, thanks for listening.