Wisconsin Center for Health Communication and Marketing

1
Wisconsin Center for Health Communication and
Marketing

• Planning Team
• March 29, 2007
• Madison, WI

2
Major Goals

• Review past conclusions
• Better understand distinction between health
  communication and health marketing
• Decide which will be the major business lines of
  the center
• Further refine the organizational model
• Refine vision and mission

3
Overview of retreat activities and outcomes

• Concepts that underlie our VISION
• (a future-state where effective communications
  and marketing for better health HAVE BEEN
  established)
• Ferment and learning
• How is Health Marketing different from Health
  Communication?
• Review of key informant stated needs, assets
• Few say a Center is not needed
• Half say they dont know

4
Overview of retreat activities and outcomes

• Major potential activities (product lines)
  reassessed and revalued by retreat participants
• Making decisions on these a major goal today
• Geographic scope Wisconsin focused, national
  opportunities

5
Overview of retreat activities and outcomes

• Organizational model
• Non-profit
• Structure must be defined by business activities
• Unitary versus network or clearinghouse
• To extent we focus on HEALTH MARKETING few
  current assets to network
• To extent we focus on HEALTH COMMUNICATION many
  current assets, network/clearinghouse may be
  preferable
• Preference for entrepreneurial board (small,
  agile) with good input from diverse stakeholders
• Give consideration to growing inside an incubator
• Little interest in an academic home

6
Michael Rothschild presentation and discussion
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What activities rose to the top

• Training of staff or constituents (existing
  workforce) 10.5
• Increasing health literacy and health literacy
  visibility 8
• Consultation or technical assistance on health
  communication or marking planning 6
• Marketing health marketing 6
• Designing or producing a health communication or
  marketing initiative 6
• Funding or fundraising for projects 6
• Transforming social norms 5
• Evaluating a health communication or marketing
  initiative 5
• Marketing public health 5

• Increasing health literacy and health literacy
  visibility 1.67
• Production of specific printed or electronic
  communication materials 1.31
• Marketing health marketing 1.17
• Consultation or technical assistance on health
  communication or marking planning 1.13
• Evaluating a health communication or marketing
  initiative 1.08
• Transforming social norms 1
• Creating staff and line functions/Line
  development 1
• Improve patient-provider communication 1

8
Decision Time What stays in the business plan?

• Designing or producing a health communication or
  marketing initiative
• Communication or marketing or both?
• Perform major functions (agency model) or
  subcontract (prime contractor model)?
• Who would be major customers?
• Where would revenue come from?

9
Decision Time What stays in the business plan?

• Consultation or technical assistance on health
  communication or marking planning
• Communication or marketing or both?
• Perform major functions (agency model) or
  subcontract (prime contractor model) or
  clearinghouse?
• Who would be major customers?
• Where would revenue come from?

10
Decision Time What stays in the business plan?

• Evaluating a health communication or marketing
  initiative
• Communication or marketing or both?
• Perform major functions (agency model) or
  subcontract (prime contractor model) or
  clearinghouse?
• Who would be major customers?
• Where would revenue come from?

11
Decision Time What stays in the business plan?

• Transforming social norms
• What do we mean?
• Different from previous items?
• Marketing health marketing
• What do we mean?
• Different from previous items?
• Marketing public health
• What do we mean?
• Marketing public health system, agencies,
  professionals?
• Marketing healthy changes?
• Different from previous items?

12
Decision Time What stays in the business plan?

• Increasing health literacy and health literacy
  visibility
• What do we mean?
• Communication or marketing or both?
• Perform major functions (agency model) or
  subcontract (prime contractor model) or
  clearinghouse?
• Who would be major customers?
• Where would revenue come from?

13
Decision Time What stays in the business plan?

• Training of staff or constituents (existing
  workforce)
• Perform most training or subcontract (prime
  contractor model) or clearinghouse?
• Who would be major customers?
• Where would revenue come from?

14
Decision Time What stays in the business plan?

• Funding or fundraising for projects
• Raise funds for
• Center
• Partnerships (Center-customer combinations)
• Other organizations and agencies
• Who would be major customers?
• Where would revenue come from?

15
Decision Time What stays in the business plan?

• Improve patient-provider communication
• Communication or marketing or both?
• Perform major functions (agency model) or
  subcontract (prime contractor model) or
  clearinghouse?
• Who would be major customers?
• Where would revenue come from?
• Creating staff and line functions/Line
  development
• What is missing?? Add anything else?

16
For these business lines

• Staff
• Contracting
• Infrastructure
• Executive leadership
• Board
• Corporation

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Vision top priorities

• Fun/cool (17 priority points)
• Universal/inclusive/combating disparities (15)
• Inspired/motivated/exchange/choice (11)
• Opportunities/environment/easy/equipped (11)
• Prevention/Health outcomes (9)

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Vision statements top vote-getters

• Healthy people, communities, environments
  Healthy Wisconsin. (19)
• Health information that is understandable and
  inspires people to make choices that lead to
  longer life and better health. (19)
• The Center for Health Communication Marketing
  is a leading authority in transforming health
  needs disparities into health success for all.
  (13)
• Healthy choices easy, fun and known to everyone
  (13)
• Health is power. Health is freedom. Health is
  happiness. (13)

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Vision Process next steps

• HWPP Team crafts draft proposal
• Leadership Team subcommittee crafts draft
  proposal
• Work on it now
• Put off to next meeting

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Reviewers

• Hugh Tilson, University of North Carolina
• Gary Gilmore, UW-La Crosse
• John Meurer, Medical College of Wisconsin
• Barbara Ley, UW-Milwaukee School of Journalism
• Bev Weister, Marshfield Clinic Director of
  Patient Education
• Chuck Warczecha, DHFS
• Lora Taylor, Healthy Milwaukee Partnerships
• AHEC representatives (Nancy Sugden or other)
• Peter Fox, Wisconsin Newspaper Association
• Technical College representative
• Pat Remington
• Jeanan Yasiri
• ____________________________________
• ____________________________________
• ____________________________________

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THANK YOU!