Health & Wellness
Rothman Institute: Acquisition Communications for a Growing Medical Practice
Maven partnered with Rothman Institute to support acquisition communications across the physician and employee network as the organization expanded.
Facilitating a Smooth Acquisition Process
The Challenge
The Rothman Institute, an internationally recognized orthopaedic practice, was embarking on a major growth period by acquiring two well-known practices, adding 17 new physicians and an additional 70 employees to their staff. Rothman leadership wanted to ensure that the transition was smooth for both their current employees, as well as their newly acquired employees.
Strategy
Knowing that communication throughout the process with all audiences is the most important element in ensuring a smooth and informed transition, Maven created an overall communications strategy that included a toolkit for managers to use when communicating changes to their staff including a key messages document, an employee question and answer document and timeline of events relevant to the acquisitions. In addition, management and staff were informed before, during and after each phase of the acquisitions with updates and information.
To address the concerns of the employees being acquired, most importantly, whether they would continue to be employed, Maven created a similar toolkit, which included letters from Rothman leadership and question and answer documents addressing concerns and process. All of this was provided in advance of the actual acquisition to ensure that everyone was well informed from the beginning.
Other audiences who were communicated with throughout the process included vendors of the acquired practices, current Rothman patients in addition to patients of the acquired practices, and referring physicians.
After the acquisitions were complete, Maven helped to facilitate the integration with follow-up communication from Rothman leadership as well as welcoming and recognition of all new employees.
Results
By ensuring that the most up-to-date information was disseminated through frequent communication, all employees, old and new, were well informed at every step through the process. Many elements of the toolkits are still in use as Rothman continues to grow as one of the region’s top orthopaedic practices.