Internal Communication and Dissemination Strategies During Magnet Implementation in German Hospitals: A Qualitative Study

Abstract

Aim: To explore internal strategies for communicating and disseminating the implementation of Magnet principles in German hospitals from the perspective of implementation leaders. Design: A qualitative study. Methods: Between January 2023 and June 2024, 15 semistructured interviews were conducted with 16 participants from six German hospitals participating in the Magnet4Europe project. Data were analyzed using qualitative content analysis, following the COREQ guidelines. Results: Four major themes emerged: (i) communicating through multiple channels, (ii) choosing effective wording, (iii) leveraging enabling factors for dissemination, and (iv) navigating dissemination challenges. The combination of visual, written, and verbal communication channels, as well as consistent and tailored language, was seen as essential for communicating the implementation of Magnet. Leadership support, contextual adaptation of terminology, and linking Magnet principles to practical applications were perceived as facilitating acceptance. Challenges included difficulties in reaching all target audiences and overcoming staff resistance. Conclusion: Communication was perceived as playing a vital role in supporting the implementation and dissemination of Magnet and in fostering efforts to embed Magnet principles within the organizational culture. Practical Implications: Effective dissemination of Magnet requires a multifaceted communication approach that combines visual, verbal, and interpersonal strategies. Leadership support, tailored language, staff engagement, and continuous communication were identified as key elements for embedding Magnet principles into daily hospital practice and fostering long-term cultural change.