The Problem
Historically, Omnicell’s Education & Training Services department struggled with visibility across multiple stakeholder groups. Despite offering comprehensive training programs including eLearning, virtual instructor-led courses, classroom workshops, and partnerships like HealthStream, customers had been unaware of the full range of services available to support their Omnicell implementations. Sales representatives had lacked marketing collateral to promote training as a value-add during contract negotiations. Internal stakeholders—including senior management—had limited insight into the training department’s strategic initiatives, new program launches, and operational achievements. This longstanding communication gap had resulted in underutilization of training resources, missed revenue opportunities, and insufficient executive awareness of departmental contributions to organizational goals. A strategic communication solution was needed to bridge these gaps and elevate the training department’s profile both internally and externally.
Description
I conceptualized, developed, and launched Training Insights, a quarterly newsletter that transformed how Omnicell communicated training services to customers and internal stakeholders. This strategic communication tool served dual purposes: educating customers about available training resources and keeping senior leadership informed about departmental innovations and market impact.
Content Strategy & Development: I led content creation for each issue, writing the majority of articles while coordinating contributions from training team members to showcase departmental expertise and highlight individual achievements. Content focused on strategic initiatives including new program launches (Subscription Training Program, virtual training availability), infrastructure investments (XT classroom upgrades, East Coast Training Center development), team spotlights (Instructional Design team capabilities), and performance metrics (HealthStream usage statistics, customer satisfaction data).
Multi-Channel Distribution: The newsletter reached diverse audiences through multiple distribution channels: customer portal access for 150+ hospital clients, internal portal distribution to Omnicell employees across departments, and direct distribution by sales representatives during customer meetings and contract negotiations. This multi-pronged approach ensured maximum visibility across the organization and customer base.
Strategic Communication Impact: Training Insights successfully addressed the core visibility challenge by keeping customers informed about new training modalities and updated course offerings that aligned with product upgrades. Sales representatives leveraged the newsletter as a tangible demonstration of Omnicell’s commitment to customer success and ongoing support. Senior management gained quarterly visibility into departmental strategic initiatives, enabling better understanding of training’s role in product commercialization, customer retention, and revenue generation.
Change Management & Marketing: The newsletter served as an effective change management tool, communicating major transitions such as classroom technology upgrades, new training center openings, and the introduction of virtual training formats. It also functioned as a marketing vehicle for new revenue-generating programs, promoting the Subscription Training Program, onsite training options, and expanded course catalogs that sales teams could position as competitive differentiators.
Internal stakeholders consistently provided positive feedback on the newsletter’s value in keeping them informed about training department activities and achievements. The publication successfully elevated the training department’s profile within the organization and reinforced Omnicell’s position as a partner invested in customer success through comprehensive learning support.
