Communities.
MELONY GRIFFITH President & CEO
One of the key reasons I took the role of President & CEO for the Maryland Hospital Association was my appreciation of the life-saving work that hospitals do every day. Even with that level of respect, I was not prepared for how awed I would be to see your teams at work in your emergency departments, discharge suites, med/surg units, diabetes clinics, and more.
I am deeply inspired by your dedication, compassion, and leadership.
To make sure our legislators, regulators, and state agencies recognize and appreciate our hospitals, we are launching a new statewide branding campaign: "Healthy Hospitals. Healthy Communities."
This campaign aims to elevate the pro le of our hospitals, celebrate the invaluable contributions of hospital workers, and inform key stakeholders about the positive impact Maryland hospitals have on our communities.
A key component of the campaign includes coordinated legislative visits to hospitals around the state, which will begin in the fall—ahead of the start of the legislative session.
This toolkit provides guidance and best practices to ensure these visits are memorable and impactful, e ectively conveying the message that healthy communities depend on strong, vibrant hospitals.
Together, we will work to ensure that the vital work being done within our hospitals is recognized, appreciated, and supported at every level.
My best,
Maryland Hospital Association
SOCIAL
COMMUNICATIONS
Hospitals are more than just buildings—they are cornerstones of our communities, places where life begins and ends, and where every day, lives are saved, and hope is restored. The Maryland Hospital Association’s "Healthy Hospitals. Healthy Communities." campaign stems from a clear and compelling vision—to elevate and celebrate the vital role hospitals have in ensuring the health and well-being of Maryland’s communities.
Healthy hospitals are the foundation of healthy communities. This campaign seeks to make it clear to all stakeholders—from legislators to the public—that the strength of our hospitals directly impacts the strength of our communities.
By agreeing to organize a Healthy Hospitals 101 visit with legislators, regulators, and other key stakeholders, you are playing an important role in advocating for the hospital eld’s priorities and ensuring that hospitals are viewed in Annapolis and beyond as essential pillars of our communities.
The Healthy Hospitals 101 coordinated hospital visit program is an integral component of the broader "Healthy Hospitals. Healthy Communities." campaign, designed to provide legislators with rsthand insights into the vital role of hospitals in our state.
By immersing legislators in the day-to-day operations and challenges faced by hospital employees, the program reinforces the campaign's core message that strong, vibrant hospitals are essential to the well-being of our communities. These visits help bridge the gap between policy and practice, ensuring that key decision-makers fully appreciate the impact of their support on Maryland hospitals and health systems.
THE INS AND OUTS OF EFFECTIVE HOSPITAL VISITS
1 Get Out of the Boardroom
For a hospital visit to be truly impactful, it’s essential to move beyond the con nes of the boardroom. While presentations and discussions are important, they should not be the central focus of the visit. Legislators must see real-world experiences that immerse visitors in the day-to-day operations of the hospital. Taking legislators directly to the heart of your hospital allows them to see rsthand how your hospital and its employees serve your community and how you respond to your patients’ unique challenges. They need to see the real life of your hospital, not just the shiny brochures.
2 Prioritize Hands-On, Impactful Experiences Over PowerPoints
The most memorable visits are those that engage all the senses. Instead of relying solely on PowerPoint presentations or data sheets, focus on organizing hands-on, impactful experiences. Whether it’s observing caregivers in action or witnessing the coordination it takes to run a bustling emergency department, these real-world scenarios leave a lasting impression far more than any slide deck can.
3 Meet with Frontline Sta
Your own employees are often the best spokespeople for your hospital and the on-the-ground work and decision-making that legislators and regulators rarely see. Plan ahead to organize a group of frontline workers. Talk to them prior to the visit and help them best explain their work. Allow your team to share, in their own words, what they are working on, the challenges they face, and the impact of their work on patient outcomes. These personal stories and interactions will help legislators and regulators visualize the real-world implications of their policy decisions.
Pre-visit Checklist
Select point person (there may be two or even three – one to coordinate logistics, a second to be the tour guide, and a third, such as a government a airs sta person to help explain the policy goals to other sta prior to the visit and to the legislators during the visit.)
Select eldwide priority and hospital speci c priorities to focus on – Ex. wait times, sta ng ratios, the AHEAD Model, etc.
▪ What unit or work team best shows all the work your hospital is doing in this area?
▪ What is the best way to share this story in a quick visit?
▪ What is your hospital’s brand and how do you make it shine?
Invite legislators, congressional sta , government o cials to your hospital
▪ Speak to MHA to determine other key stakeholders, stakeholders, and other invitees to include. Ex: HSCRC Commissioners, MDH, MHCC, and others
▪ Determine date and time period available for guest(s)
▪ Be sure to include health policy staff in Washington, D.C. in your congressional invitations in addition to the local staff
Identify something tangible to share with or give to the special guests that will draw visibility to the hospital and its mission (Ex: "scrubs and gloves"); something that they see and feel
Create visit schedule
▪ Determine where the visit will begin and end. These are the most important moments that will resonate and set the tone.
▪ Identify tour lead
▪ Identify who will meet the guest(s) upon arrival
▪ Identify photographer/videographer for visit
Brief hospital leadership (on policies, people and tour)
Brief sta on scheduled stops
▪ O er to do a pre-visit phone call with sta to review the run of show
▪ Identify a key frontline sta person
▪ Brief the person, understand how they will tell the story
▪ Share MHA grassroots toolkit with sta member
Prepare press release
Prepare social media
Prepare leave-behinds
During Visit Checklist
Logistical preparation for guests:
▪ Share schedule with guests
▪ Provide map of facility, parking instructions, correct entrance
▪ Suggest comfortable shoes or other appropriate clothing for a hands-on tour
▪ Alert guest(s) to name of person meeting them at entrance
Logistics during visit:
▪ Share where restrooms are along tour
▪ Know the tour route and who is “presenting” along the route
▪ Legislators and policymakers at some levels may bring their own sta ; make sure you are prepared
▪ Ask throughout if the guests need water, food, etc.
▪ Check-in throughout for questions, comments
▪ Know when and where the tour will end
▪ Identify who will lead guest(s) back to entrance
▪ Take pictures
Post-visit Checklist
Send press release
Post/schedule social media
Send thank you/photos to guests
Send thank you/photos to front-line sta who participated & encourage them to post on social media and tag legislator
SOCIAL MEDIA
Engaging your social connections and posting about resources and activities organized by and for your hospital, as well as upcoming issues, can help reach Maryland legislators. Sharing text, pictures, videos, live streams, website links, events, and other content can help get the word out about the good work your hospital is involved in and issues that impact your community.
Hospitals also are encouraged to seize the opportunity to spotlight visits with legislators, regulators, and other stakeholders on social media. These posts not only amplify your hospital’s e orts but also strengthen relationships with decision-makers.
To maximize the impact of your social media posts, guidance is o ered below, which includes sample language and graphics.
Engaging on social is easy as 1, 2, 3!
STEP 1
Engage with policymakers and organizations
▪ Follow your local legislators on social media. Like, share, and engage in their posts and tweets.
▪ Tag. Tag. Tag. Make the post about the key stakeholders. Show them connecting with their communities and constituents through your hospital. Use the 'tag' feature to link your tweet to their pro le. This feature is useful for shoutouts, thank yous, calls-to-action and otherwise noting speci c users or organizations in your message. Note: to type followed by the username.
STEP 2
Use hashtags
▪ Following along with trending hashtags can keep you both in the loop and a part of the conversation. Remember to include #HealthyHospitalsHealthyCommunities, #JoinMdHealth and #Caring4Md
STEP 3
Use visuals
▪ People remember visual information six times better than information that they have read. Photos, graphics, videos, and visuals garner 200% more shares than posts without them.
Sample Posts
Today, we’re honored to welcome [Legislator's Name and @Social Tag] to [@Hospital Name]! We’re excited to showcase our dedicated team and discuss the future of healthcare in our community. Stay tuned for updates throughout the day! #HealthyHospitalsHealthyCommunities #Caring4Md
[UTILIZE ORIGINAL IMAGES TO PAIR WITH COPY or GENERIC HHHC GRAPHIC]
[Legislator's Name and @Social Tag] is getting a behind-the-scenes look at [@Hospital Name] and our [Department Name]! From state-of-the-art technology to compassionate care, we’re proud to share how we serve our patients every day. #HealthyHospitalsHealthyCommunities #Caring4Md
[UTILIZE ORIGINAL IMAGES TO PAIR WITH COPY]
During [Legislator’s Name and @Social Tag] visit to [@Hospital Name], [he/she] met with [Hospital Worker’s First Name], who shared their stories about resilience and recovery in the [Department Name]. Moments like these remind us why health care policy matters. #HealthyHospitalsHealthyCommunities #Caring4Md
[UTILIZE ORIGINAL IMAGES TO PAIR WITH COPY]
Thank you, [Legislator's Name and @Social Tag], for taking the time to visit [@Hospital Name] today. Your support and understanding of our challenges and successes is meaningful to us and our patients. Together, we can build a healthier future! #HealthyHospitalsHealthyCommunities #Caring4Md #JoinMdHealth
#DYK that Maryland’s hospitals treat over 5M patients each year? Today, [@Legislator's Name] learned about the critical role our hospitals play in the community. #JoinMdHealth #HealthyHospitalsHealthyCommunities #Caring4Md
Content Ideas
GROUP PHOTOS
Be sure to take group photos with the legislator and the hospital team, including frontline sta . Caption it with a thank-you message for the legislator’s visit and support (see sample post language on previous page).
KEY MOMENTS
Photograph or video moments where the legislator interacts with sta or patients. These candid shots can be powerful visuals to show engagement and empathy.
STAFF INTERVIEWS
Feature short interviews with hospital employees discussing what it means to have a legislator visit and learn about your hospital.
STORIES
Use Facebook or Instagram Stories to provide real-time updates during the visit. Show key moments like the legislator's arrival, interactions with patients, or a tour of a special department or facility.
PATIENT HIGHLIGHTS
With permission, share patient stories that were highlighted during the visit, showing the impact of healthcare policy on real lives.
QUOTES
Share impactful quotes from the legislator or hospital leaders that were stated during the visit. Pair these with relevant images from the visit or graphics that include the quotes.
RECAP VIDEO
Create a short video montage of the visit, highlighting key moments and quotes. Share it with a message about the ongoing partnership between the hospital and local leaders.
COMMUNICATIONS
TEMPLATES
INVITES
Send the below email invite four weeks before the target Hospitals 101 visit.
Hi [TITLE] [FIRST NAME] [LAST NAME],
My name is [FIRST NAME] [LAST NAME] and I serve as the [TITLE] at [HOSPITAL NAME] in [TOWN/CITY]. I am pleased to invite you to visit [HOSPITAL NAME] on [MONTH] [DAY] for an inside, frontline look at how our hospital operates and compassionately cares for our community.
During the visit, you will see [BRIEF SUMMARY OF EXPECTED VISIT].
Please relay your availability and any questions to myself and [ASSISTANT NAME, EMAIL] by [DATE] so that we can prepare for your visit.
We look forward to providing this unique, behind-the-scenes look into Maryland’s hospitals and hospital systems.
Thank you, [NAME]
FOLLOW-UPS
Reply to original email invite two weeks before the target Hospitals 101 visit.
Hi [TITLE] [FIRST NAME] [LAST NAME],
My name is [FIRST NAME] [LAST NAME] and I serve as the [TITLE] at [HOSPITAL NAME] in [TOWN/CITY]. I am following up on your availability for a behind-the-scenes visit at [HOSPITAL NAME] on [MONTH] [DAY]. This visit will give you an inside look at how our hospital operates and cares for our community.
Please do not hesitate to reach out with any questions to myself and/or [ASSISTANT NAME, EMAIL].
We look forward to providing you with a unique, behind-the-scenes look into [HOSPTIAL NAME].
Thank you, [NAME]
LEAVE BEHIND EXAMPLES
There are numerous ways to make an elected o cial’s visit memorable. Consider what might help trigger an emotional response to help them remember what they saw or did in one of your key areas of their visit.
For example, did they visit your NICU? Perhaps give them a diaper or an ID bracelet that ts a baby. Did they see a surgery in your hospital? Maybe a set of scrubs would help them remember their visit. Did they visit the ED? Could be a small, branded stress ball in the shape of a heart, symbolizing the high-pressure environment of the Emergency Department.
STAFF TIPS
It’s critical that elected o cials directly hear from the people in their local hospital. They can’t be experts on everything, so it’s incumbent on us to help them understand the issues facing our hospitals.
Legislators are just like us! They have families and jobs and volunteer at local organizations. They are attending the little league baseball games and soccer tournaments alongside you. You never know where you might connect with a legislator. Don’t be afraid to share!
Remember to:
▪ Relax
▪ Make your stories personal
▪ Be concise and speci c
▪ Do your research ahead of time
▪ Know your topic
PRESS RELEASE TEMPLATE
[KEY STAKEHOLDER TITLE] [KEY STAKEHOLDER NAME] visits [HOSPITAL NAME] for an inside-look at Maryland Hospitals
As part of Maryland Hospital Association’s “Healthy Hospitals. Healthy Communities.” campaign, [HOSPITAL NAME] welcomes [LEGISLATOR/SPECIAL GUEST]
[CITY], MD ([MONTH DATE, 2024]) - Today, [HOSPITAL NAME] welcomed [LEGISLATOR/SPECIAL GUEST TITLE] [NAME] for a unique look inside Maryland hospitals. During the visit, [SUMMARY OF ACTIVITIES/TOURS/EMPLOYEES].
“[QUOTE FROM KEY STAKEHOLDER]”.
“[QUOTE FROM HOSPITAL CEO]”.
Maryland hospitals and health systems across the state are working to provide the best possible care to their residents by:
•working to address emergency department wait times by seeking to expand care options and capacity;
•working tirelessly to address critical sta ng shortages through initiatives such as JoinMdHealth.org; and
•working to ensure Maryland's hospitals and health systems are able to provide the quality care expected by all residents through the Maryland Model.
Maryland hospitals directly employ over 109,000 people, most of who live in the communities they serve, and are a large economic driver of the state, producing over $34 million in economic impact annually. Hospitals, including [HOSPITAL NAME], are committed to compassionately caring for all members of our communities, whether that be on the frontlines in the Emergency Department or in our [HOSPITAL UNIT NAME]. [INCLUDE UNIT OR FEATURE UNIQUE/SPECIAL TO YOUR HOSPITAL].
