Wisconsin Center for Health Marketing and Communication Development Project

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Wisconsin Center for Health Marketing and
CommunicationDevelopment Project

• April 23, 2007
• Planning Group Meeting

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Agenda

• Introductions
• Finalize vision, mission, values
• Review elements of business plan
• Includes review of health literacy
• Review start-up needs

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Proposed Vision Statement

• Marketing that inspires better health for all.

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Proposed Mission Statement

• To improve health by promoting, demonstrating,
  teaching and evaluating best practices in health
  marketing and communication.

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Values (rough-cut)

• Universality everyone deserves access to healthy
  choices and the information and tools to support
  them
• Derived from public health science goals and
  practices are informed by scientific evidence
• Contributing to public health science findings
  are rigorously evaluated and broadly disseminated
• Respecting choice people make rational choices
  our work is making the healthy choice the
  rational choice
• Cultural and linguistic competence
• Collaboration leveraging the shared capabilities
  and learning of customers, vendors and supporters
  
• Efficient maximizing cost-effectiveness
• Public interest we select customers and projects
  based on positive impact on public health,
  eliminating health disparities, and building
  capacity of the public health system
• Customer-centered Defining and meeting key needs
• Health literacy promoting and addressing health
  literacy is central to achieving our vision
• Health equity a commitment to closing systematic
  disparities in health

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Marketing? Communications? Both

• Marketing now comes first in name
• Marketing is our major niche
• Communication is critical to marketing
• May need to lead, serve customer needs, or
  perform research or evaluation in some areas of
  communication
• Values emphasize collaboration

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Business Plan Walk-through The Need/Niche

• The Wisconsin Center for Health Marketing and
  Communication is born from the recognition of an
  unmet (and often unrecognized) need in public
  health the need to develop and apply good
  marketing practices.
• Stressed importance of BEHAVIORS to illness
  injury
• Other aspects of marketing? policy/advocacy
  (environment, resources, health literacy,
  services)
• Other aspects of communication?

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Behavior change is but one of many approaches

• Public health seeks to promote and protect good
  health and prevent disease and disability through
  many strategies and professional disciplines.
  These include assuring access to appropriate
  medical care increasing environmental safety
  and helping people adopt and maintain
  health-promoting behaviors. Personal behavior
  choices are believed to contribute to a high
  proportion of disease and injury burdens in
  industrial societies, as illustrated in the
  Figure.

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Marketing is one approach to behavior change

• Health education works well for straightforward
  behavior change by highly motivated people who
  can readily access necessary resources (for
  example, blood pressure screening and oral
  hygiene). Other behaviors are sometimes mandated
  by legislation or regulation, such as installing
  and using seat belts. However, between these
  extremes remain many health issues where
  education alone has proven insufficient and where
  regulation is either impractical, impolitic, or
  ineffective.

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Market RESEARCH helps to assess pros and cons of
different approaches

• Careful health market research helps determine
  whether desired changes at the population level
  are likely achievable through health education,
  or might require regulation. IMPLIES WE MIGHT
  TURN CLIENTS TOWARD REGULATORY ACTION. For the
  large proportion of problems that fall between
  these extremes, health marketing rigorously
  analyzes the many factors that influence
  health-related choices and addresses them in a
  planned, holistic fashion. The desired outcome
  is to make healthy choices highly competitive in
  comparison to less healthy alternatives.

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Four activities consistent with mission

• The Wisconsin Center for Health Marketing and
  Communication seeks to increase the effective use
  of health marketing in three ways
• through direct practice
• by promoting health marketing and increasing the
  capacity of other organizations
• through research and evaluation.

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Marketing WCHMC

• Health marketing is a relatively new concept, and
  may appear alien or even questionable to many in
  public health. Address this with market plan
• Add findings from key informant survey and
  planning process and show how they will be
  addressed.
• Demonstrate support from existing Wisconsin and
  national organizations.

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Marketing WCHMC

• The Center is primarily focused on serving the
  people and agencies of Wisconsin, but we believe
  that customers well beyond the state may desire
  our services for each of practice, training and
  research. Our philosophy is to serve Wisconsin
  first, and to charge a surplus for out-of-state
  services to better meet unfunded needs within the
  state.
• Text on likely demand from federal or other
  agencies/organizations.

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Competition

• There are many advertising agencies in Wisconsin,
  including agencies and organizations focused on
  social marketing and pro bono marketing services
  for the non-profit sector.
• Many public health agencies, health care
  organizations, and community-based service
  organizations also engage in campaigns to raise
  public awareness or change health behaviors.
• The Center does not intend to compete with these,
  and indeed intends both to serve them as a
  vendor, and obtain their services as a client, as
  appropriate.

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Competition

• The Center is distinguished from these by the
  following
• Integrated expertise of public health science and
  marketing practice, working synergistically and
  efficiently to assure that health objectives are
  evidence-based and marketing strategies are
  maximally effective for health
• Commitment to impartial analysis to find the best
  locus of action (or synergistic combinations of
  actions) across the spectrum from individual
  health counseling, to mass communication, to
  regulatory or environmental change.
• The Center is more committed to identifying best
  strategies than to arguing that any one strategy
  is best.
• A non-profit, mission-driven philosophy focused
  on improving health outcomes and eliminating
  health disparities
• A commitment to shared learning, training, and
  capacity-building among clients, vendors, and the
  public health and marketing communities.

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Operations
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Operations Direct Service

• Situational analysis (market/public health
  analysis of a problem, using tools of market and
  epidemiological research and existing market and
  public health data)
• Identify with the client the population and
  health outcome of concern
• Identify healthy actions (behaviors, decisions,
  policies) that can lead to desired health
  outcomes based on current best public health
  evidence
• Identify less-healthy actions that compete with
  healthy actions
• Analyze the distribution of both types of actions
  across different segments of the population
  (identify disparities)
• Identify market (population) segments for
  programming
• Analyze factors contributing to the selection of
  less-healthy actions over healthy actions for
  targeted market segments (including motivation,
  opportunity and ability) sensitive to resource
  and cultural differences)
• Identify objectives to increase the
  competitiveness of healthy actions over
  less-healthy actions in targeted market segments

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Operations Direct Service

• Planning
• Identify strategies to achieve the marketing
  objectives which are appropriate to each market
  segment
• Pilot test and revise strategies
• Scope final plan
• Determine which activities will be performed in-
  and out-of-house
• Create project management plan
• Create a detailed budget for the project plan
• Establish metrics and monitoring systems for
  process control and evaluation

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Operations Direct Service

• Implementation
• Perform or sub-contract activities, including
• Prepare communication materials
• Purchase media if used
• Deliver needed components when and where needed
  for implementation
• Assure that communication materials are optimal
  to meet the linguistic, cultural and health
  literacy characteristics of targeted market
  segments
• Implement monitoring for process control and
  evaluation
• Revise marketing plan as needed to reflect
  lessons learned

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Operations Direct Service

• Monitoring and Evaluation of Process and Outcomes
• Assure quality and fidelity of implementation
• Monitor metrics of penetrance in targeted market
  segments
• Adjust implementation to address deficiencies
• Assess the impact on health actions (outcome
  measures)
• Disseminate findings broadly

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Operations Capacity-Building

• Increasing general knowledge about health
  marketing
• Presentations, trainings, written and electronic
  materials for orientation and further learning
• Collaboration and shared learning
• Assure that both customers and venders are
  well-briefed in the basic tenets of health
  marketing and how it differs from other public
  health and marketing activities
• Actively incorporate customers in all phases of
  analysis, planning, implementation and monitoring
  and evaluation to maximize shared learning
• Provide formative evaluation of all subcontracted
  products to maximize learning and quality
• Sharing, discussing and disseminating products of
  monitoring and evaluation with customers,
  vendors, the public health marketing
  communities, and with policy makers and the
  general public

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Operations Capacity-Building

• Training
• Actively incorporate learners in the fields of
  public health and marketing in projects (e.g.,
  public health masters, doctoral or fellowship
  students marketing students)
• Short-term workshops to increase skill of working
  public health and marketing professionals in
  health marketing
• Technical Assistance
• Provide consultation to other organizations
  desiring to increase their in-house capacity for
  health marketing and communication using their
  existing strengths and assets

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Operations Capacity-Building

• Facilitate funding for health marketing
• Promoting appropriate use of health marketing and
  communication in public policy
• Identify potential funding sources for health
  marketing initiatives
• Serve as funding conduit, fiscal agent or partner
  for grants and contracts for health marketing
• Increase private sector interest and investment
  in health marketing and communication

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Operations Evaluation Research

• In addition to evaluation and dissemination of
  routine work
• Implement experimental programs that develop,
  apply or evaluate new developments in public
  health marketing science

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Customer Service
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CEO full time

• Qualifications
• several years of senior executive management
  experience in the non-profit or government sector
• visionary leadership
• strategic and financial planning skills
• familiarity with health marketing and
  communication concepts
• grant-writing and management experience
• familiarity with local, state and Federal public
  health systems
• facility with public health bibliographic
  research and use of epidemiologic information
• fund-raising experience
• (desired) fluency in a non-English language
  spoken by communities living in Wisconsin.
• Key responsibilities
• strategic and financial planning
• staffing Board
• relations with potential funders and public
  health stakeholders
• establishing financial and personnel management
  policies, procedures and systems
• leadership in grant writing, contract management,
  fund-raising
• management of human resources and office
  operations
• help formulate topics for evaluation and for
  research
• assure execution of these consistent with
  professional public health standards.

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Sr. Marketing Advisor 20 FTE

• REQUIRED Several years experience with
• specifically in the field of health marketing
• market research and planning
• implementing health marketing programs
• subcontracting with marketing firms and arranging
  media advertising
• DESIRED
• familiarity with public health and epidemiologic
  concepts
• experience with teaching, mentoring and
  technical assistance for both marketing personnel
  and/or health professionals and community
  organizations
• fluency in a non-English language spoken by
  communities living in Wisconsin.
• RESPONSIBILITIES
• contribution to strategic and financial planning
• counseling clients regarding the services needed
  for a particular problem
• overseeing situational analysis, planning,
  implementation and monitoring and evaluation
  activities
• to ensure a highly professional level of
  practice
• to ensure maximum experiential learning for
  other staff, clients, subcontractors, and
  students and interns
• assist in the selection and training of both
  staff and students and interns
• provide technical assistance and educational
  services as time permits
• help formulate topics for evaluation and for
  research and assure execution of these consistent
  with professional marketing standards.

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Associate Marketing Director(s)

• If a full time Marketing Director can be hired
  who meets all the requirements of the Senior
  Marketing Director, that part-time position may
  be converted to a full time position, and
  Associate Marketing Director may be reduced to
  part time or eliminated.
• Full time marketing professional with
• College marketing training
• At least 3-5 years experience including at least
  three of
• market research
• market planning
• Implementation
• marketing evaluation and research
• subcontracting marketing services arranging
  media advertising.
• Desired
• Experience with health marketing
• familiarity with public health and epidemiologic
  concepts
• experience with teaching, mentoring and technical
  assistance for marketing personnel and/or health
  professionals and community organizations
• fluency in a non-English language spoken by
  communities living in Wisconsin.
• Hires in this position are to be considered
  potential candidates for future elevation to the
  Senior Marketing Director level.

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Interns/students

• Full or part-time
• Time-limited positions to learn more about health
  marketing
• Students or post-graduate study in one of the
  public health related or marketing related
  disciplines.
• These individual will be competitively hired to
  perform work under the direct supervision of the
  CEO, Senior Marketing Director, or Associate
  Marketing Director(s).

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Office Manager 50-100 FTE

• Required experience
• managing telephone, internet and mail
  communications
• producing written communications materials
• managing office equipment including basic
  computer network and security maintenance
• management of office supply inventory
• use of word processing, spreadsheet, database and
  presentation programs.
• Desired
• familiarity with
• small-business operations software
• customer relations management software
• public health concepts
• bibliographic research
• graphic design and layout
• fluency in a non-English language spoken by
  communities living in Wisconsin.

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Other Business Health Literacy

• Health marketing relies on health literacy for
  effectiveness, the same as health care
  providers.  
• Health marketing initiatives must be able to work
  effectively with (forgive me Peg) persons with
  low health literacy
• i.e. health marketing strategies must
  specifically segment these large populations (as
  they must those with limited English proficiency)
  for appropriate marketing strategies.

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Other Business Health Literacy

• Health literacy is a form of human capital that
  must be acquired by education.  This could be
  accomplished through
• the mainstream child education system
• (like reading literacy, math literacy, and
  sometimes financial literacy)
• probably the most efficient and ambitious
• through adult education systems
• GED programs, ready-for-work programs, college
  extension programs, county ag extension programs,
  community recreation/education programs, library
  programs etc.
• addresses those not addressed by the child
  education system
• through special programs in the health/public
  health system
• trainings in health care settings
• community programs from public health system
  workforce
• programs by insurers, etc

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• Deploy strategies to improve the effectiveness of
  health care, health communication and health
  marketing for those with limited health literacy
• Implementing clinical encounters to ensure
  patients/caregivers have a good understanding of
  what has occurred and what must happen next
• Implementing health communication tools and
  strategies so that they are accessible to persons
  with limited health literacy
• Implementing health marketing so that appropriate
  strategies are developed for those with limited
  health literacy

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• Marketing of health literacy to policy makers
• Marketing to professionals the need to work
  differently
• health care
• public health
• marketing and communications
• Training professionals how to work differently
• health care
• Public health
• Marketing and communications

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• Vision and mission emphasize inclusion
• Values specify importance of health literacy
• Operations

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Governance

• 5-7 member voting board, self-appointing
• Reflects both
• Certain critical knowledge areas
• Representative/knowledgeable of public health and
  marketing
• CEO is ex-officio
• Committees
• Stakeholder Advisory Council
• Broad representation
• Source of future board members

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Incubator Needs?

• 501(c)3 status until incorporated/issued own
• Shared office space (where?)
• Shared office equipment
• Shared communication/network costs
• Shared office staff
• Incorporation and tax-status expertise
• Business development expertise
• Shared executive staff