Chapter: 5

Communicatio
n Plan
Table of contents:
5.0 Introduction
5.1 purpose
5.2 communication model
5.3 Rationale
5.3.1 Feedback mechanism
5.3.2 communication strategies
5.3.3 Timeline
5.3.4 Accountability and monitoring
5.4 Table for communication plan outline
5.5 Communication Budget Plan
5.6 conclusion
 5.0 Introduction:
The rising reliance on emergency rooms (ERs) for non-urgent healthcare requirements has put pressure
on ERs in Canada, endangering both the ERs' operations and the integrity of the country's healthcare
system (Fong, 2022). By establishing Community Health Hubs in collaboration with Shoppers Drug Mart,
the Neighbourhood Care Collaborative project seeks to transform Canadian healthcare to address this
problem. By providing all-inclusive healthcare services and redirecting non-urgent cases from emergency
rooms to more appropriate facilities, these centers will reduce the burden on the healthcare system.

5.1 Purpose:
The Neighbourhood Care Collaborative project aims to alleviate the burden on Canadian emergency
departments by establishing Community Health Hubs in easily accessible neighborhoods. These hubs
offer a wide range of services, including minor injury care, nutrition, immunizations, physiotherapy, and
preventive care. The initiative's primary goal is to provide high-quality, personalized healthcare that is
tailored to the needs of each patient. By leveraging chemists' expanded roles and experience as
healthcare professionals, it aims to alter the dynamics of the healthcare system and promote
appropriate healthcare environments for a variety of medical needs. Communities are also involved in
the project to support health literacy, proactive health management, and general community well-being.
Along with increasing accessibility, this collaboration with Shoppers Drug Mart also sees room for growth
and the creation of new employment opportunities in retail healthcare environments.

5.2 Communication model:

The Neighbourhood Care Collaborative project's communication plan seeks to promote open and
efficient communication between project participants while guaranteeing adherence to project goals,
schedules, and milestones. Customized tactics will be employed to include stakeholders through both

Slack and Trello are project

management tools for team updates.

Internal Frequent team meetings to foster

cooperation and the sharing of
progress. For official announcements
and milestone updates, emails.

communication
channel A project blog or website that
highlights the goals, developments,
and effects of the project. Social
media sites (Twitter, LinkedIn) for

External raising community awareness and

promoting public participation.
newsletters with information and
future events sent to stakeholders.
To announce project milestones
more widely.
internal and external channels, promoting cooperation and assistance. The table outlines the
communication channel

5.3 Rationale:
Due to acute overcrowding, the report argues that Canada urgently needs to revamp its healthcare
system, refocusing attention from emergency rooms to community-based solutions (Fong, 2022). Using
Shoppers Drug Mart's activities and recent policy changes that permit pharmacists to prescribe, it
emphasizes collaboration between traditional and alternative healthcare providers (Kaur et al., 2023;
Ontario College of Pharmacists, 2023; Loblaw Companies Limited, 2023). The report's significance is
highlighted by the critical role that stakeholder participation plays, from core team coordination to
patient involvement (Kaur et al., 2023). It is recommended to implement Kotter's eight-step change
management approach, which aligns vision, urgency, collaboration, and long-term integration strategies
(Lamé et al., 2017; Conway-Orgel and Edlund, 2015). Community health hubs are envisioned as a
solution by this revolutionary program, which decentralizes emergency treatment and promotes holistic
wellness practices.

5.3.1 Feedback mechanism:

In collaboration with Shoppers Drug Mart, the Neighbourhood Care Collaborative (NCC) project aims to
address Canada's healthcare issues by establishing complete healthcare services. Stakeholder
engagement in this program and ongoing improvement depend on an efficient feedback mechanism. In
order to obtain formal and qualitative insights, the feedback process will involve conducting frequent
surveys, questionnaires, and interviews with stakeholders. Furthermore, open-door policies and
specialized online platforms will promote anonymous submissions and direct communication,
guaranteeing ongoing accessibility and transparency (Greer et al., 2018; Daghfous et al., 2019). A culture
of involvement and commitment can be fostered by regularly monitoring and quickly acting upon input
to show that one is responsive and trustworthy. Throughout the NCC project's existence, these many
feedback channels seek to collect thorough views, guarantee openness, and enable ongoing
improvements.

Audience:
1) Shoppers Drug Mart (SDM), patients, clinic employees, medical professionals, local residents,
and government representatives make up the primary audience.
2) Media outlets, possible investors, and private insurance companies make up the secondary
audience.

Key messages:
1) Reducing Hospital Congestion: Describe how the NCC works to make hospitals less congested by
offering easily available medical care.
 2) Better Patient Care: Stress the Community Health Hubs' extensive, convenient, and high-quality
care offerings.
3) Cooperation with Shoppers Drug Mart: Explain to SDM the advantages and shared goals of the
cooperation.
4) Encouraging Community Health: Highlight the significance of community engagement and its
influence on local healthcare.
5) Progress and Milestones: Provide information on the successes and milestones of the project.

5.3.2 Communication strategies for Engagement of the project :

1) Multi-tiered techniques are used in the Neighbourhood Care Collaborative (NCC) project with
Shoppers Drug Mart as communication tools to include stakeholders, spread knowledge, and
increase community awareness. These tactics and channels are all included in these strategies:
2) Stakeholder Engagement: Consistent forums, focus groups, and meetings with important
stakeholders including Shoppers Drug Mart, medical experts, elected officials, and local residents
to ensure their buy-in and active engagement (Sedmak, 2023).
3) Digital Platforms and Social Media: Using websites, online forums, and social media platforms to
disseminate updates, publicize events, and get community response (Tuten & Solomon, 2018).
4) Community outreach programs involve holding health camps, educational sessions, and
workshops in nearby neighborhoods with the aim of increasing community involvement and
raising awareness (Glanz, K., Rimer, B. and Viswanath, k, 2008).

5.3.3 Timeline:

1) First Phase: Press releases, communication materials, and stakeholder engagement strategies
are developed between October and December of 2023.
2) Mid-Phase (January–April 2024): Start direct correspondence, administer questionnaires, and
get input on suggested ideas.
3) Phase Finale (May–July 2024): Public announcements, Community Health Hub launches, and
dissemination of last project updates.

5.3.4 Accountability and Monitoring:

1) Assign management, oversight, and response to communications to a communication team.
Evaluate input frequently and make any adjustments to your communication tactics.

2) Monitor social media interaction analytics, website traffic, and event attendance.

Evaluation:
1) To ascertain stakeholders' perceptions and levels of satisfaction, conduct interviews and
surveys after implementation.

2) To Evaluate the effects of communication tactics in relation to predetermined KPIs. To gauge

efficacy, compare starting points with completed milestones.
5.4 table for communication plan outline:

Audience Key message Communication Timeline Accountability Monitoring/

strategy person/responsible evaluation
Shopper Collaboration Regular ongoing NCC project Quarterly
drug market for enhanced updates, coordinator reviews
healthcare planning with
stakeholders,
and planning
together
Healthcare Improved Workshops, Throughout Health director Feedback
providers patient care forums, digital project sessions
and platforms.
integration
Government Reducing Reports, As needed Public relations Policy impact
officials hospital presentations, manager analysis
congestion targeted briefs.
Community Accessible Community Continuous Community Surveys
members healthcare events, social engagement outreach attendance
service media coordinator
campaigns,
local outreach
Ncc project Alignment Internal Throughout Project manager Employee
staff with project newsletters, the project feedback
objectives training
sessions,
progress
meetings
5.5 Communication Budget Plan:
Communication budget plan Estimated cost
stakeholder Engagement Meetings (Venue, $5000
Logistics)

Printing and Distribution of Informational

Brochures/Flyers $1000
Social media Marketing Campaigns $2000
Digital Marketing Services (Online Ads, SEO) $3000
Community Outreach Events $2500
Public Relations and Media Engagement $2500
Employee Training and Orientation Programs $4000
Internal Communication Tools (Software, $1500
Platforms)
Website Development and Maintenance $3000
Video Production for Awareness and Training $2500
Total $27,500

5.6 Conclusion:
The Neighbourhood Care Collaborative project with Shoppers Drug Mart has a solid foundation for
implementation and long-term viability thanks to the comprehensive charts and budget. This study helps
project coordinators and stakeholders manage obstacles and provide flexibility in response to changing
conditions. Using public-private partnerships and emulating effective models, like Palm Beach County's,
enhances public health emergency response. The public's understanding of pharmacies' broader
functions and their integration improves healthcare outcomes. Establishing accessible community health
centers with a focus on preventive care and expanding service options seeks to reduce the pressure on
hospitals. Future healthier communities are promised by these methods, which promote enhanced
community welfare, healthcare access, and service integration.
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