It takes a team effort to change what’s possible

Employees matter. Just ask United Airlines.

Recently, a United pilot strolled through the cabin of his plane carrying an Easter basket filled with candy and eggs. He invited each child on the flight, with parental permission, to select a treat from the basket. The children were elated and other passengers were touched by this sincere act of kindness. It did not go unnoticed that the pilot was doing his level best to help restore United’s image in the wake of an unfortunate incident in which a passenger was injured when he was forcibly removed from a flight. The pilot took it upon himself to create a positive experience for his passengers — the airline’s customers.

Employees are the public face of every company and have a major impact on a corporate brand. A brand defines what a company stands for. It’s a promise to those whom a company serves — a commitment that it is what it claims to be and will deliver what it says it will.

In today’s competitive market, companies must be aware of their brands and employees must be a supportive and integral part of it. MUSC recently launched a brand awareness campaign to tell the MUSC story and preserve and extend the integrity of its brand promise — Changing What’s Possible.

Many employees lent their voices to the effort.

“We have fantastic people,” said Michael Yost, Ph.D., vice chair of surgery research, referring to the caliber and commitment of MUSC’s people.

“We are MUSC. Each one of us,” he continued. “Every day, the people who work here change what’s possible — in scientific discoveries, in patient care and in educating the next generation of health care providers.”

Yost shared his heartfelt sentiments in a special video that is part of the new branding campaign, which highlights the many facets of Changing What’s Possible and will launch during Employee Appreciation Week.

People often think of branding as a tangible — something they must use: a corporate logo, palette of allowable colors, approved letterhead. And while technically, branding ultimately does include those components, it is so much more. Branding reflects the very heartbeat of an organization. It’s the personal connection — the commitment of everyone involved, regardless of position, status or title, to what the organization strives to achieve.

Yost thinks MUSC has successfully connected people to purpose.

“Everyone here wants to be here. They want to be here,” he said emphatically. “They want to make a difference. They want to change how things work, and they want to improve lives.

It’s been said many times that MUSC is a family — one that supports each other in what they do. Each person aiming to make a difference that contributes in some small or large way to the overarching mission. When the focus is on Changing What’s Possible, patient care, education and innovation can’t help but excel.

In a recent letter from President David Cole, M.D., FACS, to employees, he shared the video that introduced the new campaign. He said that it demonstrates the organization’s values, vision and dedication to all three of MUSC’s institutional missions and tells the MUSC story.

“‘Changing What’s Possible’ is a powerful positioning statement that encapsulates the core of MUSC — our values-driven and forward-thinking spirit,” he said. “It’s the promise made to every person, in every interaction, that we will strive to make positive, innovative and impactful changes in their lives.”

“Its overarching message,” he went on to say, “is that no matter what you do or where you work, we are all one MUSC, committed to moving health care forward and achieving greater value and better outcomes for all the lives we touch.”

Keeland Williams, a second-year College of Medicine student, said it’s this type of commitment that makes him feel valued, respected and inspired to treat patients.

“When you come to MUSC you’re a student,” he said, “but first and foremost, they treat you like you’re an actual person, not a number on their roster. What inspires me every morning is my future patients. For me, I think about the future COPD patient I might have or the future cancer patient I may have and knowing that what I’m learning here is actually going to save their life.”

Employees — the key to success

Branding an organization like MUSC involves everyone — from the colleges and parking management to scheduling and hospital billing. It doesn’t matter who someone is or where they work — the clear message is they are valued and their job is important.

MUSC Health CEO Patrick Cawley, M.D., agrees. “Our people are our greatest asset and the key to our success,” he said. “I say that often and with very good reason. ‘Changing What’s Possible’ is not merely an adage or a future aspiration — it is the central position from which we move forward in all we do. The MUSC team, in every way, is integral to this very important undertaking, and the dedication, talent, and innovation they bring to bear, day in and day out, are both an inspiration and at the heart of every success we achieve.”

Sarah Parks, RN, on 6 East Transplant and Urology, takes that praise personally. She is proud of the work that is being done at MUSC and on her unit — and for her, that extends to both how she treats patients and staff.

“I get to help new nurses become the best nurses on the floor,” she said with great pride. “And we also help patients learn about transplants. They leave happy and healthy. Everybody here makes you feel like family. You’re here 12 hours a day sometimes, and everybody’s like your second family.”

The extent to which an employee like Parks affects a patient’s experience can’t be overstated. When a patient makes the choice to come to MUSC for care, the employees they interact with leave lasting impressions of the organization — one way or the other. Whether it’s the dietary person who brings a hot breakfast to a new mother, a groundskeeper who takes special care of his roses so a wheelchair-bound patient can enjoy the beautiful fragrance, or a nurse in pre-op who calms a college athlete going into surgery for a torn rotator cuff, when employees put patients & families first, it makes all the difference in the world — especially at such a vulnerable time in patients’ lives. Caring reverberates.

Imran Chaudry, MBBS, associate professor in the Department of Neurosurgery, believes that caring is at the heart of what MUSC does best.

“One thing that I love hearing is when I refer patients or people that I know, friends and families, to another physician at MUSC. I always get the feedback that that was one of the best medical experiences they’ve ever had. I love working here because of all the innovation, the research opportunities, the educational opportunities. And we really do kind of put people first.”

Putting people first

Known for her commitment to collaboration, mentorship and inclusivity, Provost Lisa Saladin, Ph.D., is quick to credit those around her and look for ways to build consensus.

“It is the people who work and study at MUSC who are directly responsible for contributing to our reputation for excellence and our success,” she said. “Everyone within MUSC deserves to be treated with respect and dignity, and we collectively must ensure that we pass that on to all individuals we interact with. We each can make a difference in every life we touch.”

Everyone at MUSC touches lives that matter — employees, patients, students, families. Everyone makes an impression. Everyone has a lot to give.

Kyle Lewis, a supervisor in the Grounds Department, connects the work he does directly to the patient experience.

“I think most people that are here on a daily basis are here for not so great reasons,” he said. “Whether it’s a sick family member or they’re sick. And if they can come outside to a nice green environment, where there’s fountains and trees and a nice breeze or beautiful flowers, it may just help just a little bit. And if it does help just that little bit during each day, then we’re doing our job.”

“Changing What’s Possible” signifies that there is value in what each team member brings to the table — their opinions, skills, perspectives. It’s important they know they are part of something bigger. Part of a team — a family, said Christine Murray, director of brand strategy and marketing services. “We can never lose sight of why we are all here. We work at an incredible place, and the impact we make is felt not just in South Carolina but nationally,” she said. “The difference that we make matters. Everyone here matters.”

Teamwork makes the dream work

Steven Holshouser, a research student in the College of Pharmacy, enjoys the team atmosphere MUSC offers — everyone doing their part, working together interprofessionally all over campus to make MUSC the best it can be.

“My favorite part is to be able to work and interact with nurses, occupational therapists, physical therapists, doctors and researchers all on the same, you know, coffee run,” he said with a smile.

Being part of a team and doing valuable work also is important to public safety officer Donald Newburn, Sr. 

“The guys I work with — that’s my family,” he said. “I spend more time with them, I think, than I do at home. So, we’re like a big brotherhood, you know, and when we come to work — it’s all about each other.” 

Every day, Newburn puts his best foot forward for MUSC. He takes his responsibilities very seriously. It’s important to him that employees feel safe. “If you’re here working late, I’m here protecting you,” he said proudly.

At the end of the day, discovering, teaching, delivering, inspiring and embracing what’s possible is up to the diverse and richly woven tapestry of people who together make up the MUSC family. 

Yost became emotional when he expressed how meaningful the work being conducted at MUSC is and how widely it’s valued. 

“What we do matters,” he said. “It matters to us. It matters to the patients. It matters to the community. And it’s recognized along those levels. I get feedback all the time telling me, ‘Thank you so much for the things you do.’ And it matters.”