An issue that's often raised in discussions on CRM is the coordination of communications across channels. When I talk about speaking with one voice, I’m talking about building your business or blog persona, and not just client or user personae. That might start with your marketing communications, but it applies equally across the rest of the business, from your sales team to customer service and beyond. As a result, health care organizations, and in particular, academic medical centers, often find it difficult to deliver a unified brand message. Speaking with one voice in content marketing, copywriting, and website development is a big deal. Clearly, “speaking with one voice” is a challenge many face. In the language of servant leadership, a board can persuade by advocating for its position. The outcomes from following a set of guiding principles that enable you to speak with one voice – supporting your purpose, character, and culture – create design continuity and a culture of authenticity, accountability, transparency, and trust. It speaks to the need to adjust our words and tone – our voice – to suit how we want to be perceived. To achieve true integration you are aiming to speak with one voice in everything you do. Remember, people don’t interact with channels or teams; they interact with brands. To achieve true integration you are aiming to speak with one voice in everything you do. Speaking with one voice - coordinating communications across channels. Speaking with one voice doesn’t have to mean expressing or sharing only one opinion. After the board has reached a decision, pretending that there is no disagreement may do more harm than good. Complexity reigns in health care branding. It’s the same for any brand trying to find their unique voice. ‘We must speak with the one voice,’ is one of the most common statements you’ll hear in strategic planning sessions, corporate boardrooms and brand brainstorming sessions – but how easy is it to put into practice?

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