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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 [email protected]
Maureen MaxwellCommunications ManagerColorado Community Health Network303-861-5165 ext [email protected]
