Wisconsin Center for Health Marketing and CommunicationDevelopment Project

April 23, 2007

Planning Group Meeting

Agenda

Introductions Finalize vision, mission, values Review elements of business plan

Includes review of health literacy Review start-up needs

Proposed Vision Statement

Marketing that inspires better health for all.

Proposed Mission Statement

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

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

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

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?

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.

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.

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.

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.

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.]

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.]

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.

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.

Operations

PLANNING

MONITORING&

EVALUATION

SITUATIONALANALYSIS

IMPLEMENTATION

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

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

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

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

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

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

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

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

PLANNING

MONITORING&

EVALUATION

SITUATIONALANALYSIS

IMPLEMENTATION

ResearchFindings(peer-reviewed

CAPACITY BUILDINGShared Learning,Training,Techical Assistance forCUSTOMERS,VENDORS,PUBLIC HEALTH AND MARKETING PROFESSIONALS

ResearchQuestions

CustomerService

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.

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.

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.

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).

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.

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.

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

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

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

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

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

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