Internal Campaign Strategy

Now You Know Why

Connecting what we build to why we build it. Orchestral, Year One.

Phase 1 The Seed Days 1-3 / Create curiosity
Day 1 Mon
Teams Message General
Posted by Kate
It took us a year to figure out the most important thing about this company. More on that soon.
Short. No context. Let curiosity do the work.
Day 2 Tue
Teams Message General
Posted by Kate
What does a FHIR transformer have to do with a patient who never needed an ambulance? We will connect those dots tomorrow.
Bridges the technical and the human. First hint of the signal-map mechanic.
Day 3 Wed
Teams Message General
Posted by Lucy (CEO)
When we started Orchestral, we knew what we were building. We did not know why. A year of shipping gave us the answer. Our purpose: To advance human health through intelligence. Our mission: We connect the fragmented signals of health into governed, coordinated care. Our North Star: A future where every person is a partner in a system that truly knows them -- where care is right for them, and arrives before they need it. It took a year because purpose does not come from a workshop. It comes from the work. Read the full story and add your own signal: [Confluence link]
The reveal. Comes from Lucy for weight. Links to the Confluence deep-dive.
Phase 2 The Reveal Days 3-5 / Share with full context
Day 3 Wed
Confluence Page
"Now You Know Why" -- the anchor asset. Tells the full story: why it took a year, the purpose/mission/North Star, the Signal Map connecting daily work to patient outcomes, a short note from Lucy, and an open question inviting every team member to add their own signal.
Day 4 Thu
Teams Message General
Posted by Kate
Three new Teams backgrounds if you want them. No pressure. They are in the campaign folder. BG-01 is the purpose. BG-02 maps a signal from code to patient. BG-03 is the North Star. Use whichever one. Or none. Your call.
Optional. Low-key. "No pressure" is the key phrase -- technical people adopt things they choose, not things they are told to use.
Day 4 Thu
Asset Drop
3x Teams Virtual Backgrounds (1920x1080 PNG) uploaded to shared campaign folder. See the Visual Assets tab for specs.
Phase 3 The Echo Weeks 2-4 / Keep it alive
Wk 2 Mon
Signal of the Week General
Posted by Kate (sourced from eng leads)
Signal of the week: The platform team has loaded 205M clinical messages and processed 63M Medicaid records for New Mexico through HIP. SYNCRONYS CIO Gisela Bartolome said it best: "For the first time, we can see what's happening before it becomes a crisis." That is the mission in production.
References real, recent shipped work. Names people. Connects to mission.
Wk 3 Mon
Signal of the Week General
Posted by Kate (sourced from eng leads)
Signal of the week: The HAL governance pipeline now supports multi-step approval chains. That means a hospital can require clinical, compliance, and IT sign-off before an AI agent goes live. That is the difference between "we deployed AI" and "we deployed AI safely."
Wk 4 Mon
Signal of the Week + Close General
Posted by Kate
[Final signal tied to that week's shipped work.] Starting next sprint, we are adding one question to retros: "Did we ship anything that connects to the purpose, mission, or North Star?" Two minutes. No extra ceremony. Just a habit.
Transitions from campaign to culture. The retro question is the lasting artefact.
Wk 5+ Ongoing
Ritual
Sprint retro question: "Did we ship anything this sprint that connects to the purpose, mission, or North Star? How?" -- becomes a standing part of retrospectives. Two minutes. No slides. The campaign is over; the habit stays.

All Teams Messages -- Copy-Paste Ready

Day 1 General Channel Kate
It took us a year to figure out the most important thing about this company. More on that soon.
Day 2 General Channel Kate
What does a FHIR transformer have to do with a patient who never needed an ambulance? We will connect those dots tomorrow.
Day 3 General Channel Lucy (CEO)
When we started Orchestral, we knew what we were building. We did not know why. A year of shipping gave us the answer. Our purpose: To advance human health through intelligence. Our mission: We connect the fragmented signals of health into governed, coordinated care. Our North Star: A future where every person is a partner in a system that truly knows them -- where care is right for them, and arrives before they need it. It took a year because purpose does not come from a workshop. It comes from the work. Read the full story and add your own signal: [Confluence link]
Day 4 General Channel Kate
Three new Teams backgrounds if you want them. No pressure. They are in the campaign folder. BG-01 is the purpose. BG-02 maps a signal from code to patient. BG-03 is the North Star. Use whichever one. Or none. Your call.
Week 2 General Channel Kate
Signal of the week: The platform team has loaded 205M clinical messages and processed 63M Medicaid records for New Mexico through HIP. SYNCRONYS CIO Gisela Bartolome said it best: "For the first time, we can see what's happening before it becomes a crisis." That is the mission in production.
Swap in real shipped work. Check with eng leads before posting.
Week 3 General Channel Kate
Signal of the week: The HAL governance pipeline now supports multi-step approval chains. That means a hospital can require clinical, compliance, and IT sign-off before an AI agent goes live. That is the difference between "we deployed AI" and "we deployed AI safely."
Same format. Swap signal. Reference real shipped work.
Week 4 General Channel Kate
[Signal of the week tied to that sprint's shipped work.] Starting next sprint, we are adding one question to retros: "Did we ship anything that connects to the purpose, mission, or North Star?" Two minutes. No extra ceremony. Just a habit.
Final message. Transitions from campaign to ongoing ritual.

Visual Assets

Teams Background

BG-01: Purpose

Orchestral
To advance human health through intelligence.

Dark background (#0F3D26). Purpose statement in IBM Plex Mono, bottom-left. Orchestral wordmark top-right at 40% opacity. Subtle horizontal line pattern at 5% opacity for texture.

1920 x 1080 PNG Owner: Design
Teams Background

BG-02: Signal Map

You load 205M clinical messages into HIP → A rural clinician sees the full picture for the first time

Warm grey background (#F7F7F5). Single signal-map row as a visual strip across the lower third. Mono on the left, green on the right. Orchestral wordmark top-right at 30% opacity.

1920 x 1080 PNG Owner: Design
Teams Background

BG-03: North Star

A future where every person is a partner in a system that truly knows them -- where care is right for them, and arrives before they need it.
Orchestral / Year One

White background. North Star statement centred in IBM Plex Sans Light, Orchestral Green. Thin green line divider. "Orchestral / Year One" in grey below.

1920 x 1080 PNG Owner: Design
Confluence Page

"Now You Know Why"

The anchor asset. Structured as: honest admission ("it took a year"), the three statements, the full Signal Map, a short note from Lucy, and an open invitation for every team member to add their own signal in the comments.

Confluence Owner: Kate / Lucy
Ritual

Sprint Retro Question

"Did we ship anything this sprint that connects to the purpose, mission, or North Star? How?" -- added as a standing question from Week 5 onward. Two minutes. No slides.

Text Owner: Kate
Pre-written

7x Teams Messages

All messages are drafted and copy-paste ready. See the Messages tab. Covers Days 1-4 seed/reveal and Weeks 2-4 signal-of-the-week series.

Text Owner: Kate + Lucy (Day 3)

The Signal Map

The creative engine of the campaign. Every row connects a real task to a real patient outcome. This is what makes the purpose tangible for a technical audience.

What You Do What It Enables Why It Matters
You write a FHIR transformer A patient's medication history follows them across providers A pharmacist catches a dangerous interaction before it reaches the patient
You build a governance workflow in HAL A hospital can deploy an AI agent with full audit trail Clinicians trust the tools. Patients get better care.
You load 205M clinical messages into HIP An entire state's health history becomes queryable, connected, and governed A rural clinician in New Mexico can see the full picture for the first time
You process 63M Medicaid records for New Mexico Care teams can identify gaps and risks across the most underserved populations "We can see what's happening before it becomes a crisis." -- Gisela Bartolome, CIO, SYNCRONYS
You write test coverage for the agent library Every AI recommendation has a safety net The system earns the right to be in the room

"We've never had this level of access to data across our rural communities. For the first time, we can see what's happening before it becomes a crisis."

Gisela Bartolome, CIO, SYNCRONYS

The Confluence page invites every team member to add their own row. The goal is for everyone to see their work here.

Success Metrics

This is an internal culture campaign for a team of under 30. Do not over-measure it. Three signals tell you if it worked.

Engagement
10+ views, 3+ signals
Confluence page views in Week 1, plus team members who add their own signal-map row in the comments.
Adoption
~20% background use
5+ people using at least one Teams background within two weeks of the drop.
Integration
Retro question sticks
The sprint retro question is still being asked by Week 8 without prompting from marketing.

The real metric is whether, six months from now, someone on the team can recite the purpose without looking it up. Not because they memorised it, but because they saw it in their work.