Communicating Quality
Michael Noble MD FRCPC
University of British Columbia
Vancouver British Columbia
Canada
April 6, 2011 1Noble, MA - CACMID-AMMI
If a tree falls in the forest
but no one is around …
Does it make
a sound?
April 6, 2011 2Noble, MA - CACMID-AMMI
NO
If a laboratory has no Quality program…
Is it competent
enough to be a
modern laboratory?
April 6, 2011 3Noble, MA - CACMID-AMMI
The Laboratory
and its Clients
will pay
the Consequences
If a laboratory says it has a Quality Plan…
But no one ever talks about it, does the plan actually exist?
No.
And Without
Quality…April 6, 2011 4Noble, MA - CACMID-AMMI
Communicating Quality
Quality Exists When
a Culture of Quality Exists
Culture of Quality Exists
When Quality is a Part
of Daily Living
And Daily Living
Depends on Communication
April 6, 2011 5Noble, MA - CACMID-AMMI
Communication within
International Standards
ISO 9001:2008
– 5.5.3 Internal Communication
• Top management shall ensure that appropriate communication processes are established within the organization and that communication takes place regarding the effectiveness of the quality management system.
ISO 15189:2007
– 4.1.6 Organization and Management
• Laboratory management shall ensure that appropriate communication processes are established within the laboratory and that communication takes place regarding the effectiveness of the quality management system.
April 6, 2011 6Noble, MA - CACMID-AMMI
ISO 15189:2007 and CommunicationQuality thrives in an effective communication
environment and withers in its absence.
Communication is a critical component for
developing a culture of quality.
On its most basic level, employees cannot be
expected to work within a quality system if
they are unaware that the quality system
exists: this is the basis of the obligation to
ensure that communication pathways exist.
Communication can take many forms
including discussion and written material
distributed at the start of employment,
during staff briefings, or during quality-oriented seminars. It may be in the form of
communiqués, information sheets, newsletters, team discussion, or news alerts.
April 6, 2011 7Noble, MA - CACMID-AMMI
Communicating QualityInternal
messaging
Bringing
IN the
outside
message
April 6, 2011 8Noble, MA - CACMID-AMMI
Internal Communication
can take many forms
April 6, 2011 9Noble, MA - CACMID-AMMI
Communicating Improvement
April 6, 2011 10Noble, MA - CACMID-AMMI
Multimedia Internal Messaging
• Graphic Based
– Pamphlets
– Monitoring Scales
– Cartoons
• Text Based
– Events notices
– Newsletters
– Results Reviews• Critical Events
• Proficiency Testing
• Accreditation Reviews
• Discussion Based
– Meeting time
– Seminar Time
– Events Time
• Action Based
– Projects and Activities• Internal Audits
• External Internal Audits
• Reporting processes
April 6, 2011 11Noble, MA - CACMID-AMMI
Bringing the Outside Message In
Provision of:
– Proficiency Testing critiques
– Accreditation Information
– Electronic Journal Access
– Teleconference materials
– Conference Reports
– Education Materials
– Electronic Messaging
– Speakers
April 6, 2011 12Noble, MA - CACMID-AMMI
Communicating Quality
Communications from
Within
More Personal
More Engaging
Inexpensive
Organizational Time and Energy
Signage
Notices
Newsletters
Meetings
Internal Continuing Education
Communications from
Without
More Polished
More VarietyMay be More Costly
Organizational Time and Energy
Knowledge and Information
Quality Partner Communications
Teleconferencing
Conference Support
Education SupportApril 6, 2011 13Noble, MA - CACMID-AMMI
Quality Costs
Quality is Not Free
TEEMTime
Effort (physical)
Energy (mental)
Money
April 6, 2011 14Noble, MA - CACMID-AMMI
Internal Communications Come CheapActivity Time Effort / Energy MONEY
Communication Notes Low
(30-60 min)
Low Very Low
(Pennies)
Newsletters Intermediate
(60-120 minutes)
Intermediate Low
(Few Dollars)
Seminar Series High Intermediate
(120-240 minutes)
Intermediate Intermediate
($50-100)
Quality as Meeting
Agenda Topic
Low Intermediate Nil
Quality Discussion Group Low Low Nil
Sharing Results Intermediate Intermediate Nil
Creating Information
Quality Indicators
Internal Audits
High
(1-5 days)
High Intermediate
April 6, 2011 15Noble, MA - CACMID-AMMI
Dave Crosby
If you buy a book for 25 dollars
and it prevents one error, you
are way ahead of the game.
No error costs only 25 dollars.
April 6, 2011 16Noble, MA - CACMID-AMMI
Free Sources of Quality Information
• Quality Partner materials
• Internet sites
• Libraries
• Blogs
April 6, 2011 17Noble, MA - CACMID-AMMI
Quality Oriented Internet Sites
• www.CMPT.ca
• www.POLQM.ca
• www.westgard.com
• www.darkdaily.com
• WWW.iso.org
• www.qualitydigest.com
• www.qmpls.org
• http://adulldayatwork.blogspot.com/
April 6, 2011 18Noble, MA - CACMID-AMMI
Quality Oriented Blogs
• http://adulldayatwork.blogspot.com
• www.microbeworld.org
• http://www.quality-assurance-
solutions.com/Quality-Assurance-blog.html
• http://managementhelp.org/blogs/quality/
• http://blog.quality-matters.com/
• http://www.juran.com/blog/
• www.medicallaboratoryquality.com
April 6, 2011 19Noble, MA - CACMID-AMMI
External Communications
Do Not Have to be ExpensiveActivity Time Effort / Energy MONEY
Quality Partner
Discussion Groups
Low Intermediate Low
External – Internal Audit 1-2 Days Intermediate High
Teleconferences Low Intermediate Intermediate
Bring in Local Speakers Low Low Intermediate
Bring in Away Speakers Low Intermediate Low - Intermediate
Send folks to Local
Conferences
Intermediate Intermediate High
Send folks to Away
Conferences
High Intermediate Costly
April 6, 2011 20Noble, MA - CACMID-AMMI
Quality Communication Time Budget
Activity
Organization and
presentation time
Hours per Month
Total Time
(hr/month)
Awareness Notices 6-8
Meeting Talks 4-6
Newsletter 1-3
Quality Seminars 3-4
Internal Audits 8-12
Data Presentations 4-6 23-36
Teleconferences 4-6
Speakers 1-2
Quality Partner Discussion 2-4 7-12
Communication Program 30-48
April 6, 2011 21Noble, MA - CACMID-AMMI
Quality Communication Time Budget
Activity
Organization and
presentation time
Hours per Month
Total Time
Awareness Notices 6-8
Meeting Talks 4-6
Newsletter 1-3
Quality Seminars 3-4
Internal Audits 8-12
Data Presentations 4-6 23-36
Teleconferences 4-6
Speakers 1-2
Quality Partner Discussion 2-4 7-12
Communication Program 30-48
April 6, 2011 22Noble, MA - CACMID-AMMI
Sharing the Message
Why keep a good idea
to yourself?
April 6, 2011 23Noble, MA - CACMID-AMMI
Using the Power of the WEB
April 6, 2011 24Noble, MA - CACMID-AMMI
UBC Certificate Course in
Laboratory Quality Management20 week highly interactive on-line course
in 6 modules
National and International Participation.
Restricted group size to ensure
participation and interaction
Tuition includes library of 14 reference
texts.
Currently in 8th year.
Certification by examination, assignments
and participation scales.
Satisfaction survey results available at www.polqm.ca
April 6, 2011 25Noble, MA - CACMID-AMMI
A
CONFERENCE
FOR
YOUR
JUNE 2011
CALENDAR
April 6, 2011 26Noble, MA - CACMID-AMMI
Making Medical Laboratory Quality Relevant
www.medicallaboratoryquality.com
April 6, 2011 27Noble, MA - CACMID-AMMI
Web-Log Journals(Blogs)
• An early entry into social media – early 1990s.
• Akin to community list-servs and Bulletin Boards
• Blog platforms readily available and free
• Easy to design
• Easy to monitor
• Most services ensure copyright protection
• Blasting out is easy
• Audience development is the challenge.
April 6, 2011 28Noble, MA - CACMID-AMMI
One Communication Strategy
Multiplier Effect
CORE
INFORMATION
CORE
INFORMATION
SPECIAL
INFORMATION
WEB-JOURNAL BLOG
TWITTERFACEBOOK
BLOG
COMMUNITYEMAIL
NOTIFICATION
April 6, 2011 29Noble, MA - CACMID-AMMI
Making Medical Laboratory Quality Relevant
www.medicallaboratoryquality.com
Web-log committed to LQM
Active since July 2010
Regular entries
Entry Length average 550 words
3 – 4 hours per week
Active Commentary
Growing CommunityUnited States
Canada
United Kingdom
China
Germany
Saudi Arabia
Malaysia
Netherlands
Japan
Russia
plus 20+ others.April 6, 2011 30Noble, MA - CACMID-AMMI
MMLQR Monthly Visits Record
April 6, 2011 31Noble, MA - CACMID-AMMI
Communicating the Message
Peer
Review
Time to
EyesAudience
Focus
Attention
Meetings No Rapid SMALL YES
Journals Yes Slow Large Small
On-Line
JournalsYes Intermediate Large Intermediate
Textbooks Variable Glacial Large Very small
Web-Logs No Immediate Intermediate Intermediate
April 6, 2011 32Noble, MA - CACMID-AMMI
Communicating the Message
Licence CredibilityCopyright
ControlImpact
Meetings High Variable Poor High
Journals Low Variable Variable Variable
On-Line
JournalsVariable Variable Poor Variable
TextbooksVery Low Variable Poor
Variable but
Dropping
Web-LogsVery High Variable Poor
Variable but
Rising
April 6, 2011 33Noble, MA - CACMID-AMMI
In Summary: Quality Communication
Lots to keep a person busy
Create
the Message
Deliver the Message
Bring
the MessageQuality
Systems
Quality
Requirements
April 6, 2011 34Noble, MA - CACMID-AMMI
Quality Costs
Quality is Not Free
TEEMTime
Effort (physical)
Energy (mental)
Money
April 6, 2011 35Noble, MA - CACMID-AMMI
Message on Quality Communication
• There are many ways to do it RIGHT– Engaged
– Regular
– Consistent
– Focussed on Objectives
• There is ways to do it less RIGHT– Scattered or irregular
– Non-participatory
• There is one way to do it WRONG– Do NOTHING
April 6, 2011 36Noble, MA - CACMID-AMMI
Sites to Visit
www.CMPT.ca
www.POLQM.ca
www.MedicalLaboratoryQuality.com
www.POLQMWeekendWorkshop.ca
April 6, 2011 Noble, MA - CACMID-AMMI 37