Agenda

• Background

• Assessment

• Audiences and channels

• Key messages

• Goals and objectives

• Implementation

Background: The Branding Campaign• In 2009, CCHN and the Strategic Workforce Committee determined a need to redefine the image of Colorado’s Community Health Centers.

• In 2010, Pushkin Public Relations was selected to develop a strategic marketing campaign to brand Colorado Community Health Centers as employers of choice and raise brand awareness.

Strategic Workforce CommitteeExpanding the Pipeline

• Recruitment / retention toolkits• CHC interest programs• Recruitment incentive programs

Creating Teaching Health Centers• Explore / educate • Advocate for improved funding and evaluation

Enhancing Collaborations• Partnering• Align with CCHN Public Affairs agenda

Assessment Strategies: StrengthsCHCs offer:

• A way to make a difference

• Team-based health care

• EHRs

• The patient-centered health care home model

• Rewarding, interesting, collaborative work with flexibility

and camaraderie

Assessment Strategies: Weaknesses

Barriers to recruitment are:

• Poor image/perception

• Lack of knowledge

• Pay

• Patient population

AudiencesClinicians:

• Physicians, nurse practitioners and physician assistants• Dentists and dental hygienists• Nurses, Pharmacists, Behavioral health workers

Leadership:• Executive, development, operational, financial, managerial,

supervisors

Administrative and clinical support: • Accounting, billing, reception and customer service • Medical and dental assistants, lab and xray staff, health

education• HIT

Communications Channels• Mass media (TV, radio, print)

• Word of mouth

• Clinical rotations

• Internal list servs and websites for job listings

• Faculty

• CHC websites

Primary key messagesCHC work is

• Mission-driven health care

• The future of health care

• Great places to work

CHC work is

• High-impact

• Well-managed and growing

• The future of health care

Goals and objectives“Position CHCs as the employer of choice (or preferred

employer) and the place for a rewarding career.”

• Brand awareness

• Increase positive perception within primary and secondary

audiences

• Decrease vacancy times

CHC CAREERS BRAND

Strategy 1

ONLINE TOOLS

Strategy 2

www.MissionDrivenCareers.org

VIDEO

Strategy 3

Your dream job is calling…Answer it.

http://youtu.be/W5vzAkcKhlM

PRESENTATION SUPPORT

Strategy 4

MEDIA RELATIONSStrategy 5

ContactsTanah WagensellerHealth Center Workforce ManagerColorado Community Health NetworkStrategic Workforce Committee Staff Lead303-861-5165 ext 241tanah@cchn.org

Maureen MaxwellCommunications ManagerColorado Community Health Network303-861-5165 ext 259Maureen@cchn.org