Wisconsin Center for Health
Marketing and Communication
Development Project
April 23, 2007
Planning Group Meeting
Agenda
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Introductions
Finalize vision, mission, values
Review elements of business plan
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Includes review of health literacy
Review start-up needs
Proposed Vision Statement
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Marketing that inspires better health for all.
Proposed Mission Statement
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To improve health by promoting,
demonstrating, teaching and evaluating best
practices in health marketing and
communication.
Values (rough-cut)
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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
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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
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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
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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
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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
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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 healthrelated 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
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The Wisconsin Center for Health Marketing
and Communication seeks to increase the
effective use of health marketing in three
ways:
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through direct practice
by promoting health marketing and increasing the
capacity of other organizations
through research and evaluation.
Marketing WCHMC
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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
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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
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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
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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 capacitybuilding among clients, vendors, and the public health and
marketing communities.
Operations
SITUATIONAL
ANALYSIS
PLANNING
MONITORING
&
EVALUATION
IMPLEMENTATI
ON
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)
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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
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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 outof-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
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Perform or sub-contract activities, including:
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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
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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
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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
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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
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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
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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
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In addition to evaluation and dissemination of
routine work:
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Implement experimental programs that develop,
apply or evaluate new developments in public
health marketing science
Customer
Service
Research
Questions
SITUATIONAL
ANALYSIS
MONITORING
&
EVALUATION
Research
Findings
(peer-reviewed
PLANNING
CAPACITY
BUILDING
Shared Learning,
Training,
Techical Assistance
for
CUSTOMERS,
VENDORS,
PUBLIC HEALTH
AND MARKETING
PROFESSIONALS
IMPLEMENTATI
ON
CEO – full time
Qualifications:
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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
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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
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specifically in the field of health marketing
market research and planning;
implementing health marketing programs
subcontracting with marketing firms and arranging media advertising
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DESIRED
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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.
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RESPONSIBILITIES
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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
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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
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College marketing training
At least 3-5 years experience including at least three of
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Desired:
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market research
market planning
Implementation
marketing evaluation and research
subcontracting marketing services & arranging media advertising.
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
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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
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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
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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
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Health marketing relies on health literacy for
effectiveness, the same as health care
providers.
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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
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Health literacy is a form of human capital that must
be acquired by education. This could be
accomplished through
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the mainstream child education system
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through adult education systems
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(like reading literacy, math literacy, and sometimes financial
literacy)
probably the most efficient and ambitious
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
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trainings in health care settings
community programs from public health system workforce
programs by insurers, etc
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Deploy strategies to improve the effectiveness of
health care, health communication and health
marketing for those with limited health literacy:
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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
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Marketing of health literacy to policy makers
Marketing to professionals the need to work
differently
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health care
public health
marketing and communications
Training professionals how to work differently
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health care
Public health
Marketing and communications
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Vision and mission emphasize inclusion
Values specify importance of health literacy
Operations…
Governance
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5-7 member voting board, self-appointing
Reflects both
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Certain critical knowledge areas
Representative/knowledgeable of public health and
marketing
CEO is ex-officio
Committees
Stakeholder Advisory Council
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Broad representation
Source of future board members
Incubator Needs?
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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