It’s no secret that individuals pursue careers in health care for the satisfaction and deep sense of purpose this professional path provides. “Healthcare professionals who are happy and flourishing have a deep sense of purpose,” says anesthesiologist Robin Youngson, M.D. of the organization Hearts in Healthcare. “They bring their knowledge, skills, caring and compassion in the service of their patients’ lives. That protects them from burnout by giving them deeper meaning, joy and satisfaction in their work.” (Monster.com)

Healthcare leadership can bring together individual providers and employees to create an even larger sense of purpose that permeates and drives the organization toward greater success. A shared purpose amongst a team – and across an entire organization – serves as a powerful motivator and has a positive effect on the entirety of your organization. A shared purpose spreads across providers, employees and leadership, inspiring everyone to play a part in something bigger and leading to higher quality care.

Esprit de corps, Raison d’etre 

The spirit of the group, a reason for being – a shared purpose is more than a decorative quote for your hospital lobby. A shared purpose goes beyond the services offered by your practice. It is the “why:” why an ER physician works overnight, why a Nurse Practitioner volunteers time on the weekend, and why your organization exists at all.

A shared purpose serves as a north star, directing the organization, ensuring that everyone is rowing in the same direction. A study by Deloitte found that in organizations with a strong sense of purpose, 73% of employees were engaged, compared to only 24% of employees in organizations without. 

Forbes states that organizations with a shared purpose are more cross-communicative. A shared purpose inspires –and almost forces— collaboration, as all members are responsible for and desire similar results. “In spite of efforts to improve performance, most organizations struggle to provide what people really need most to be successful – an emotional connection to the team and work,” says Curt Coffman, author of Culture Eats Strategy for Lunch. 

Purpose 101 

Whether it’s on an organizational or departmental level, purpose should drive your team. The process of establishing and maintaining a shared purpose remains the same for both. With all the great work your team and organization does, it deserves to be for a greater good.

First Things First 

Before immediately establishing a purpose, other needs must be met. Purpose is tricky, because it serves as a basic building block for the entirety of an organization and its practices, but it is difficult to encourage employees to care about a shared purpose if their basic needs are not met.

An employee simply cannot care about a bigger picture if their salary is not secure, or if their job is unstable, or work under unsafe conditions. Basic needs must be met before complex ones. Money cannot be the purpose, but purpose cannot be achieved without it. Employees need a fair salary and benefits before they can be expected to champion the purpose. However, employees are more likely to accept a lower salary for work they consider to be meaningful.

Defining a Purpose 

A purpose is not a goal. A goal is on the map, and the purpose is the compass. A goal has an end, while a purpose is continuous. Even after a goal is achieved, a purpose continues to guide past that.

The beauty of a shared purpose is that it exists whether you recognize it or not. A purpose is not created, it is discovered. Your organization already plays a role in people’s lives. It’s about connecting your team with that purpose by identifying it.

Define your purpose in tiers: what your organization does for the greater world, what your team does for the organization, and what the individuals do for the team. This increases accountability, and gives the individual meaning within the purpose.

The process is simple: have a conversation. If you are defining an overall organizational purpose, meet with senior leaders. If you are defining it by department or team, meet together and lead the discussion. Work together to define the purpose. Start with: What do we do? And from there ask: Why does it matter?  Then document it for everyone to see and reference back to.

Define each individual’s role within the purpose. While physicians and other providers tend to get the spotlight, it’s critical to recognize that everyone in the organization plays an essential role in your group’s overarching purpose. Make sure that everyone, from the Physician Assistant to the accountant team to the nursing staff to the receptionist understands their own role in the greater purpose.

From There… 

Once a shared purpose is defined, every decision should be made with that purpose in mind. When your staff has new ideas or desires, ask them how it will contribute to the purpose.

Maintain this in hiring decisions. When interviewing, gauge each candidate’s passion for your purpose. Ask them what they see as the purpose of the team and their role.

If they just don’t get it, they are probably not a suitable hire. Personal responsibility for the purpose allows team members to find and utilize that intrinsic motivation. And personal passion combined with responsibility keeps the purpose self-sustaining.

Take It Outside 

Don’t let your purpose stay within the walls of your organization. Authenticity is key when it comes to a purpose, and where and how you apply it will build that genuineness. Communicate your purpose to your patients and partners, and apply it to community endeavors. Give back in a way that aligns with your team’s purpose and you will build a loyal, engaged team.

Leading with Purpose 

It is most important for the conversation about purpose to continue long after it is defined. It must be consciously implemented on a daily basis. As a leader, your team and organization will look to you and follow your lead.

Purpose is rooted in servant leadership, meaning that you lead based on what you do for others. This type of leadership empowers others, rather than commands, and is key in continuing a purpose beyond its definition. As leader it is your responsibility demonstrate the purpose on a daily basis, while removing obstacles that will keep your team from living it as well.

By implementing and nurturing a shared purpose, you empower the people in all aspects of your organization, making their lives better.

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