3 Stages for Influencing Change

It is important to tailor communications at the early, fragile feasibility stage of project development.  Whether you are trying to develop an ambulatory joint venture, co-management arrangement, or other alignment deal, you can advance projects faster by tailoring your communication to each stakeholder’s specific stage of readiness for change.

The table below identifies the characteristics of pre-action stages of readiness, as well as tailored communications for each stage.

Stage of Readiness===>	Pre-Contemplation	Contemplation	Preparation
Example of Speech	“I didn’t even know there was a problem (or opportunity).”	“I know there is problem (or opportunity), but I feel like we’re stuck.”	“I’m committed to do something in the next month.”
Characteristics	No intention to seek action in the future. May be oblivious to the problem or opportunity.	Individual is aware of the problem or opportunity, but does not expect change to occur in next 6 months.  Perceived pros and cons of action may be about equal, creating a holding pattern.	Individual is aware and committed to change, but can’t act today. Some specific issues or barriers need to be resolved.
Tailor Communication	Need to create basic awareness of the problem or opportunity. Identify problems with current state. Identify or create cues that will remind them about the issue.	Augment the pros and reinforce legitimacy and efficacy of solutions. Challenge and remove perceived barriers. Resolve ambivalence by asking questions that make them acknowledge disparity between current state and desired state.	Remove final barriers and get them into a position to make real action.

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HCTA provides healthcare-focused M&A consulting services and provider alignment programs that foster collaboration between physicians, hospitals, health systems, and other healthcare organizations.  Call us today to discuss feasibility and development services for major healthcare projects.