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Title: Marketing the Gold Standard: Educating Others About WOCNCB Certification


1
Marketing the Gold Standard Educating Others
About WOCNCB Certification
  • Mikel Gray, PhD, CCCN, FAANP, FAAN

2
Objectives
  • Define (or redefine) specialty practice
    certification in nursing
  • Communicate the unique benefits of WOCNCB
    certification
  • Identify key marketing points to justify
    support your position as a certified nurse
  • Discuss methods for marketing your value as a
    certified nurse

Defined by WOCNCB
3
Certification What is it?
  • POP QUIZ Which of the following reflects an
    accurate application of Laplace's Law to
    compression therapy for LEVD?
  • A. Adding layers to a compression bandage
    increases sub-bandage pressure
  • B. Increasing bandage width decreases sub-bandage
    pressures.
  • C. A larger leg circumference decreases
    sub-bandage pressure.
  • Increasing tension elevates sub-bandage pressure.

4
Certification What is it?
5
Certification What is it?
  • Slide 1 is about the anxiety provoking process of
    testing to earn the credential
  • Slide 2 is about the process of documenting
    evidence of professional growth and ongoing
    education to maintain the credential
  • Certification goes far beyond both of these
    processes.

6
Certification
  • Online Dictionary the state of being certified,
    a certificate that attests the truth of a
    statement or event1
  • Online Medical Dictionary adherence to a set of
    standards defined by non-governmental society or
    association certification is achieved on a
    voluntary basis, and it represents a professional
    status when achieved

1. Online Dictionary http//dictionary.reference.
com/browse/certification
2. Online Medical Dictionary http//cancerweb.ncl
.ac.uk/cgi-bin/omd?querycertification
7
Certification
  • Fulfills multiple purposes, but two are
    considered primary and essential1
  • Protect the public by setting standards for the
    individuals knowledge/ experience/ skills
    against a benchmark of accepted standards
  • Meet needs of key stakeholders certified
    nurses, nurse colleagues and trans-disciplinary
    colleagues

1. Woods DK. Journal of Nursing Administration
2002 32(7/8) 379.
8
Certification Additional Benefits
  • Recognition of specialty practice within
    facility, regionally and nationally1
  • Criterion for promoting via clinical ladder
  • Financial benefits (some facilities)
  • Fosters enlarged role of certified nurse
    especially in the area of clinical leadership

1. ANCC online http//www.nursecredentialing.org/
cert/certfaqs.html
9
Certification vs Licensure
  • Licensure provides legal basis for practice and
    defines scope of practice
  • Certification reflects achievement beyond that
    required for licensure unique features
  • It is voluntary
  • It is regulated by professional societies (not
    the government)
  • It is equated with a standard of practice above
    minimum required for licensure

10
Value of Certification Consumer Perspective
  • Consumer perspective
  • Patients and their families increasingly want to
    know are you qualified to perform care for me
    or my family member?1
  • 1999 ANCC survey 33 more confident when care
    for by certified nurse 16 aware that nurses
    could be certified in a specialty area2
  • 2002 Harris Poll 75 wanted to receive care from
    certified nurse 90 aware of specialty
    certification for nurses3

1. Mason DJ. American Journal of Nursing 2001
110(1)7.
2. URL http//www.nursingworld.org/pressrel
/1999/pr0507.htm.
3. Hams Interactive Inc. AACN
Survey. November 2002
11
Value of Certification as Perceived by Certified
Nurses (n19,423)
Recognized as expert by colleagues 39
Credential recognized or publicized 32
Recompense for associated costs 28
Advancement potential (adds to professional portfolio) 21
Cary A. American Journal of Nursing 2001 101(1)
44.
12
Realized Benefits of Certification (n18,385)
? Satisfaction as a professional nurse 67
More effective resource to staff 39
Serve as consultant within facility 22
? Competence in specialty skills 65
? Satisfaction/ Confidence in decision-making 56
? Perception as a credible specialty provider 56
13
Value of Certification Administrators
Perspective
  • AONE commissioned study found that certification
    associated with job satisfaction retention1
  • ANCC commissioned study supports greater skill
    competency and ? risk of iatrogenic error and
    harm among certified nurses2
  • 2 studies comparing certified and non-certified
    nurses in skill-related knowledge3 and skill
    performance4 favored certified nurses

1. Woods DK. Journal of Nursing Administration
2002 32(7/8) 379.
2. Critical Care Nurse Focus Study Group. TNS
Market Development, 2000. 3.
Practice Guidelines for Pulmonary Artery
Catheterization. 2003.
4. Redd ML, Alexander JW. Nursing
Management 1997 30 45.
14
Strategies for Marketing Yourself as a WOCNCB
Certified Nurse
  • Identify and communicate the unique value of
    WOCNCB certification
  • Evaluate your competitors
  • Identify your market who are your Customers and
    who are your Clients?
  • Determine patient needs and measure satisfaction
    with your services
  • Document your contributions to your facility

Liguori R. Journal of Pediatric Health Care 2005
19 407.
15
Marketing Yourself as WOCNCB Certified
  • Communicate your credential and scope of
    practice CWOCN
  • Wound Care Assessment
  • Identify etiologic and contributing factors and
    their effect on healing
  • Apply TIME or DIME conceptual frameworks
  • Evaluate and manage wound pain
  • Assess impact of factors on wound healing (eg
    bacterial bioburden, systemic disorders,
    depression)
  • Differential diagnosis
  • Resource utilization specialty dressings,
    specialty beds, pressure redistribution devices,
    negative pressure wound therapies

16
Marketing Yourself as WOCNCB Certified
  • Communicate your credential and scope of
    practice CWOCN
  • Wound Care Prevention Management of the most
    difficult to heal costly wounds
  • Pressure ulcers (resource for CMS changes)
  • Lower Extremity Ulcers
  • Non-healing surgical wounds
  • Catastrophic traumatic wounds
  • Neoplastic wounds
  • Atypical wounds

17
Marketing Yourself as WOCNCB Certified
  • Communicate your credential and scope of
    practice CWOCN
  • Ostomy Care
  • Historic heart of WOC specialty practice
  • Stoma site marking (WOCN-ASCRS position, WOCN-AUA
    to follow)
  • Pre- and postsurgical counseling, customized to
    patient readiness and facility
  • Discharge teaching and patient hand-off
  • New and existing ostomy management

18
Marketing Yourself as WOCNCB Certified
  • Communicate your credential and scope of
    practice CWOCN
  • Ostomy Management
  • Urinary and fecal continent diversions
  • Fecal and urinary orthotopic diversions (IPAA,
    orthotopic neobladders)
  • Management of abdominal fistulae good example of
    interrelationships among principles of WOC
    nursing
  • Resource utilization ostomy supplies, supplies
    for managing abdominal fistulae

19
Marketing Yourself as WOCNCB Certified
  • Communicate your credential and scope of
    practice CWOCN
  • Continence Management 2 levels not yet entirely
    articulated strengths unevenly recognized by
    CWOCN
  • Comprehensive management involves UI, FI and IAD
    (another interrelationship)
  • UI, FI containment (pads, wrap-around briefs,
    underpads for beds)
  • Temporary urinary diversion via indwelling
    catheter (resource for CMS policy changes and
    balance between IDC and PU prevention)

20
Marketing Yourself as WOCNCB Certified
  • Communicate your credential and scope of
    practice CWOCN
  • Continence Management
  • Temporary diversion of stool via bowel or fecal
    management systems
  • Counseling about options for long-term management
    and identification of appropriate referral sources

21
Marketing Yourself as WOCNCB Certified
  • Communicate your credential and scope of
    practice CWCN
  • Wound Care Assessment
  • Resource Utilization
  • Prevention Management
  • Emphasize your particular expertise as well
  • Conservative sharp wound debridement
  • Negative pressure wound therapy techniques
  • Draining wounds and fistulae
  • Non-healing or indolent wounds
  • Atypical and complex wounds

22
Marketing Yourself as WOCNCB Certified
  • Communicate your credential and scope of
    practice COCN
  • Stoma site marking, counseling, counseling
  • Continent urinary and fecal diversions
  • IPAA and other orthotopic bowel procedures,
    orthotopic neobladders
  • Resource utilization
  • Emphasize in-depth knowledge, including role in
    managing short- and long-term stomal and
    peristoma complications, associated diseases
    (colorectal cancer, bladder cancer, etc).

23
Marketing Yourself as WOCNCB Certified
  • Communicate your credential and scope of
    practice CCCN
  • Comprehensive management of UI, FI and IAD
  • Containment
  • Temporary urinary diversion (IDC, B/F MS)
  • Assessment of chronic/ established UI/ FI
  • Behavioral and lifestyle interventions
  • Toileting schedule manipulation including habit
    training/ retraining
  • Pelvic floor muscle training

24
Marketing Yourself as WOCNCB Certified
  • Communicate your credential and scope of
    practice CFCN
  • Holistic health assessment focusing in foot
    health
  • Physical examination including vascular,
    temperature, sensations of foot
  • Evaluate risk profile and assess adequacy of
    footwear
  • Skin and nail care
  • Education and referral
  • Excellent adjunctive certification for CWCN, as
    well as CDE

25
Marketing Yourself as WOCNCB Certified
  • WOC and Advanced Practice Nursing
  • AP credentials (NP, CNS) provide value added
    benefits to W/O/C certification
  • Consider adding AP portfolio to your
    certification when AP nursing education completed
  • Emphasize potential for reimbursement (esp NP),
    enhanced autonomy in outpatient inpatient
    consultations, prescriptive authority, potential
    as source of independent patient referrals

26
Communicate the unique quality of your WOCNCB
Certification
  • 3 standard elements
  • Credential earned through combination of didactic
    knowledge and focused skill acquisition
    (preceptor supervised plus independent
    experience)
  • Maintain and update knowledge skills through
    formal re-certification process
  • Credential legally defensible testing
    psychometrically sound, re-certification process
    transparent and fair

27
CWCN/ CWOCN vs Other Cs
WOCNCB NAWC AAWM (CWS)
? Accredited by NCCA, ABNS ? No external accreditation ? Accredited by NCCA
? 240 didactic hrs,120 precepted Active in wound care 5 day seminar ? BS or higher, 3 yrs in wound care
? Reexamination or PGP Reexamination, CE, Community outreach, fee plus course Self-assessment examination every 10 yrs
URL http//www.wocncb.org/ updated 4/21/2008
28
COCN/ CWOCN vs Other Cs
WOCNCB All Others
? Accredited by NCCA, ABNS ?
240 didactic hrs,120 precepted ?
? Reexamination or PGP ?
URL http//www.nursing2007.com/pt/pt-core/templat
e-journal/nursing/media/cert.htm
29
CCCN/ CWOCN vs Other Cs
WOCNCB All Others
? Accredited by NCCA, ABNS ?
240 didactic hrs,120 precepted ?
? Reexamination or PGP ?
URL http//www.nursing2007.com/pt/pt-core/templat
e-journal/nursing/media/cert.htm
30
Communicate the quality of your WOCNCB
Certification WOCNCB Brochures
  • Marketing Brochure for Facility/ Administrators
  • Brief description of WOCNCB
  • Why certification matters
  • 2 studies supporting overall value of
    certification
  • 1 study suggesting ? risk of malpractice filing
  • 1 study providing evidence that certified nurse
    achieve better wound outcomes than non-certified
    nurse

31
Communicate the quality of your WOCNCB
Certification Use the WOCNCB Brochures
  • Marketing Brochure for Facility/ Administrators
  • Certified nurses associated with better retention
    than non-certified nurses
  • WOCNCB certification is psychometrically sound
    and legally defensible (based on criteria
    established by NCCA and ABNS)

32
Communicate Key Research Findings
  • Rules of the game
  • Focus is on identifying key points
  • Look for bulleted points to bolster your argument
  • Use only verifiable, published data
  • Less emphasis on weaknesses of research methods
    than systematic or highly academic reviews

33
Communicate Key Research Findings
  • WOCNCB Certified Nurses have better clinical
    outcomes that non-certified nurses
  • Retrospective (real world) review of 519
    patients admitted to 5 home health agencies
    revealed that 78.5 of wounds managed by WOCNCB
    certified nurses healed as compared to 36.3 of
    non-certified nurses

Arnold M, Weir D. Journal of Wound, Ostomy and
Continence Nursing 1994 21(4) 126.
34
Communicate Key Research Findings
  • WOCNCB Certified Nurses act as resources for
    non-certified nurses to improve patient outcomes
  • WOCNCB Certified nurses achieved faster wound
    healing and reduced home visits by 50 using a
    telemedicine system

Kobza L, Scheurich A. Ostomy Wound Management
200045(10)48.
35
Communicate Key Research Findings
  • Other key points
  • Nurse managers recognize that hiring certified
    nurses seen as exerting positive impact on
    patient care and safety1
  • Hospitals who hire more board certified nurses
    tend to have reduced malpractice suits, resulting
    in rebates on insurance rates2

1. Stromborg MF et al. Nursing Management 2005
36(5) 36. 2. Trossman S.
American Journal of Nursing 2002 102(5) 71.
36
Communicate Key Research Findings
  • Canadian based certified WOC (ET) nurses achieved
    faster and more cost effective wound healing than
    non-certified nurses
  • The greatest differences were seen when the ET
    nurse was directly involved in delivering wound
    care
  • Statistically significant and clinically relevant
    differences were seen even when ET nurses were
    indirectly involved in patient management

Harris C, Shannon R. Journal of Wound, Ostomy and
Continence Nursing 2008 35(2) 169.
37
Evaluate competitors
  • Assess formal competitors within your facility,
    within other facilities, and from different
    settings
  • Identify informal competitors those offering WOC
    services without certifications or formal
    credentials
  • Can competitors become allies? Partners in
    delivering care? Supplements to your practice or
    can you function to supplement their practice?

38
Identify your Market
  • Customers vs Clients
  • Your clients are your patients those who
    require and benefit from our direct services
  • Your customers are those who provide you with
    clients, for the WOCNCB certified nurse, they are
    often surgeons, other physicians, AP and
    influential staff nurses

39
Evaluate and Meet Patient (client) Needs
  • Routinely measure patient/ client satisfaction
  • Encourage patients to communicate with key
    decision makers whenever possible
  • Establish and nurture key client relationships
    within bounds of professionalism when indicated

40
Provide Family Patients with WOCNCB Expert Care
Brochure
  • Defines what board certification mens in broad
    term
  • Traces origins of WOCNCB to 1978
  • Lists possible certification credentials
  • Speaks directly to patient family as consumers

41
Provide Family Patients with WOCNCB Expert Care
Brochure
  • Nice description of WOCNCB certified nurses as
  • Clinical experts
  • Treatment specialists
  • Health educators
  • Experienced and knowledgeable care providers
  • Summarizes research bullet points noted on
    general marketing brochure
  • ? clinical expertise
  • Better clinical outcomes
  • ? likelihood of medical errors

42
WOCNCN Evaluation Form
Please check which of the following services I
provided to you ? Wound Care ? Ostomy Care ?
Continence Care ? Foot Care Please check which
customer type best describes you ? Physician ?
Nurse ? Insurance Company ? DMERC ?
Other (specify)
URL http//www.wocncb.org/pdf/satisfaction_profsu
rvey.pdf
43
WOCNCB Evaluation Form
On a scale of 1 to 5, with 1 being the lowest and
5 being the highest, please evaluate my
performance on the following. Please circle the
appropriate number. Knowledgeable 1 2 3 4 5
N/A Assess needs appropriately 1 2 3 4 5
N/A Performs patient care appropriately 1 2 3 4
5 N/A Maintains caring attitude toward patients
1 2 3 4 5 N/A Innovative problem solver 1 2 3
4 5 N/A Professional 1 2 3 4 5
N/A Communicates well 1 2 3 4 5 N/A Responds
in a timely manner 1 2 3 4 5 N/A Completes
documents accurately 1 2 3 4 5 N/A Overall
performance rating 1 2 3 4 5 N/A
44
Document Your Contributions to Facility
  • Differentiate being busy from productive
  • Measure only highly select indicators of
    productivity
  • Maintain productivity database (even if you do
    not keep a clinical or research database)
  • Learn and use language that non-clinical
    (business) administrators can relate toeven if
    you are not allowed to bill directly for these
    services

45
Conclusions
  • Board certification is more than passing an
    examination it is a combination of education,
    skill acquisition and ongoing vigilance
  • WOCNCB certification is a rigorous legally
    defensible board certification accurately
    recognized as the gold standard for WOC nursing
  • Every acute care facility, every long-term care
    facility, every home-care facility, every major
    university department needs one or more of these
    key players
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