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Texas Department of Health. Survey of Organizational Excellence: Marketing for Employee Participation Wanda Thompson, Ph.D., Associate Commissioner for Operational Support Robin L. Scott Organizational Development Specialist. Our Marketing Story….

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texas department of health

Texas Department of Health

Survey of Organizational Excellence:

Marketing for

Employee Participation

Wanda Thompson, Ph.D.,

Associate Commissioner for Operational Support

Robin L. Scott

Organizational Development Specialist

our marketing story
Our Marketing Story….
  • About TDH & Our Services
  • About Our Staff
  • Our Challenges and Issues
  • Resulting Agency Culture & Climate
  • TDH & The SOE
  • Our Agency’s Needs
  • Our Response: Marketing Strategies
  • The Results
  • What Matters Most
about tdh our vision mission
About TDH: Our Vision & Mission


Texas is healthy people and healthy communities.

Mission We partner with the people and communities of Texas to protect, promote and improve health.

our organization
Our Organization
  • Under Texas Health & Human Services Commission
  • Over 150 programs and organizational units
  • 4800 employees
  • $1.5 billion in annual expenditures
  • 1 central office, 8 regional offices, 2 healthcare facilities
our role in public health
Our Role in Public Health

At TDH, we register births and deaths…

provide vaccine for immunizations…

screen newborns for hearing deficits and abnormal metabolic conditions…

assure that foods are safe to eat…

and regulate drugs and medical devices.

our role in public health1
Our Role in Public Health

We inspect items and entities from mattresses, meat and milk to restaurants, hospitals and tattoo parlors…

track diseases like dengue fever, meningitis, rabies…work to control diabetes, hepatitis C and cancer…

and plan for detection & action in cases of bioterrorism.

our role in public health2
Our Role in Public Health

We license professionals such as emergency personnel, athletic trainers and midwives…

treat people with tuberculosis, sexually transmitted diseases and HIV…

administer programs aimed at decreasing tobacco use, and offering services for children with special health care needs…

and procure & provide care to people in need of medical services.

current priorities
Current Priorities
  • Improve Immunization Rates
  • Promote Health & Fitness
  • Enhance Public Health Preparedness
  • Eliminate Health Disparities
  • Improve Business Efficiencies & Practices
tdh our staff
TDH: Our Staff

Besides administrative staff, TDH employs:

Nurses Sanitarians

Physicians Environmental Specialists

Engineers Health Physicists

Veterinarians Laboratory Technicians

Epidemiologists Research Specialists

Microbiologists Database Administrators

Statisticians Nutritionists

tdh challenges issues

Changes in Agency Leadership:

5 Commissioners in 7 years

Retirement of Several High-Profile Managers

Changes in Board of Health

Challenging Legislative and Budgetary Issues:

Business Process Improvement

Recommendations & Plan

Transfer of Medicaid Program

Federal Cuts

TDH: Challenges & Issues

challenges issues cont
Challenges & Issues, cont.

Reorganizations, Consolidation & Shifts:

Programs & Services


Agency Priorities & Planning Strategies

Other Stressors for TDH Staff:

Security Issues

Media Attention

Job Security

resulting agency climate november 2001
Resulting Agency Climate, November 2001
  • New & Unknown Commissioner
  • Staff Disappointment, Frustration, Burnout
  • Business Constraints & Uncertainties
  • Heavy Workload
tdh soe history
TDH: SOE History
  • Since 1994, TDH has offered SOE to all employees, with moderate response.
  • Participation rate has depended on climate, culture, and staff perception of agency leadership at any given time.
  • This info supported by focus group feedback following this year’s survey.
tdh soe history cont
TDH: SOE History, cont.

Participation in the SOE seemed to correlate with formal Quality Initiatives at the agency.

what could we do
What Could We Do?

How would we get employees to participate in the

2001-2002 Survey of Organizational Excellence?

Market, Market, Market!

what did we need
What Did We Need?
  • A way to reach a diverse staff of almost 5,000 statewide.
  • A way to introduce our new Commissioner to the staff.
  • A way to introduce the Agency and its issues to the Commissioner.
  • Some way to tell staff their opinions matter.
An Ongoing

Multimedia Strategy:

Get Out The Vote!

marketing strategy 1 print
Marketing Strategy 1: Print
  • Letter from Dr. Sanchez to every employee
  • Internal newsletter article
  • 4-color poster with picture of Dr. Sanchez
marketing strategy 2 electronic
Marketing Strategy 2: Electronic
  • Employee Intranet Announcements
  • Series of emails from Dr. Sanchez to every employee
  • E-Broadcast announcements sponsored by Employee Advisory Committee
  • Electronic images -- everywhere we could
e bulletin from employee advisory committee excerpt
E-Bulletin from Employee Advisory Committee (excerpt)

“…It’s time for the TDH Survey of Excellence again.  Please participate.  This is important.  I know, we have been told this before, but it's a new day and a new administration....so let's give it another try….”

Dennis Finuf Chair, Employee Advisory Council

marketing strategy 3 voices images
Marketing Strategy 3: Voices & Images
  • Dr. Sanchez Message on SOE website
  • Commissioner Video/PowerPoint Broadcasts - In TDH Lobby

- Looped Video/Powerpoints

- Diverse Narrators & Images

- Changed Weekly During Survey

  • “I took the survey”

- Employee Video Testimonials


Survey of



December 3 – 21, 2001


Eduardo J. Sanchez, M.D., M.P.H.

Commissioner of Health


Our goal is 100% employee response, so we can really evaluate TDH’s strengths and areas that need improvement.

Complete your survey

on paper or online between

December 3 – 21, 2001


A packet with survey materials and instructions will be sent to each TDH employee by December 3, 2001.

For More Information

ContactRobin Scott

(512) 458-7111, ext6114



Survey of



December 3 – 21, 2001


Eduardo J. Sanchez, M.D., M.P.H.

Commissioner of Health


Survey of

Organizational Excellence


Eduardo J. Sanchez, M.D., M.P.H.

Commissioner of Health

marketing strategy 4 personal interactive
Marketing Strategy 4: Personal & Interactive
  • Commissioner’s statewide Town Hall meeting
  • EAC/Staff Reps paired in 17 statewide organizational units for area promotions
  • Heightened involvement of Employee Advisory Committee
commissioner s town hall meeting
Commissioner’s Town Hall Meeting
  • Dr. Eduardo Sanchez
  • December 3, 2001
  • Statewide Satellite
  • A response rate of 58%
  • A record for the agency!
  • 17 Organizational Areas:
    • Response ranged from 27% to 88%
    • Midpoint = 48%
    • 7 areas over 50%
what matters most
What Matters Most?
  • The best marketing would be wasted if we dropped the ball now.
  • So, now what?
post survey phase one
Post-Survey: Phase One
  • Results distribution & posting
  • Statewide Focus Groups
    • 25 groups held statewide
    • Groups of managers AND non-managers
    • To elicit reaction to survey results – do they make sense?
    • To clarify concerns & generate suggestions
post survey phase two
Post-Survey: Phase Two
  • Participation Rewards to Top Region, Hospital & Associateship
  • Establish Steering & Implementation Committees
    • To review survey & focus group responses
    • To formulate action plans and solicit staff buy-in
    • To address concerns on a topic basis, with emphasis on quick wins
post survey phase three
Post-Survey: Phase Three

Change -- and market the changes.

Evaluate -- and market the results.

Refine -- and market the improvements.

in conclusion we learned that
In Conclusion -- We Learned That:
  • Ongoing, multimedia marketing works.
  • Personal messages work.
  • Focus group involvement of employees works.
  • Our REAL challenge lies in meaningful changes, and marketing of those efforts.