Presented by: Beth Chaney, PhD, MCHES
Melissa Opp, MPH, MCHES
Ellen Edmonds, PhD, MCHES
142 nd APHA Annual Meeting
New Orleans, LA

Presenter Disclosures
Beth Chaney, PhD, MCHES
Melissa Opp, MPH, MCHES
Ellen Edmonds, PhD, MCHES
The following personal financial relationships with commercial interests relevant to this presentation existed during the past 12 months:
No relationships to disclose

Objectives
By the end of the presentation, participants will be able to:
 Describe the value of the CHES and MCHES certifications, based on the perspectives of current CHES and MCHES.
 Explain NCHEC marketing efforts employed to address issues identified by survey respondents.

NCHEC’s Marketing Committee
• 2014-2015 Marketing Committee Members
• DBPPP rep, Gwynn Ashcom, MPH, MCHES Portland State University
• Member, LaTonya Bynum, CHES, Arkansas Dept of Health
• Chair, Beth Chaney, PhD, MCHES, East Carolina University
• BOC rep, Ellen Edmonds, PhD, MCHES, Ball State University
• NCHEC Credentialing Project Specialist, Cynthia Kusorgbor, MPH, CHES
• NCHEC Deputy Executive Director, Melissa Opp, MPH, MCHES
• DBPD rep, Jennifer Taylor, DHEd, MPH, MCHES, Indiana University
• Member, Kelly Williams, CHES, Air Force Medical Support Agency
• Member, Kelly Wilson, PhD, MCHES, Texas A&M University

NCHEC’s
Value of the Certification Study
• Background:
• September 2013, NCHEC’s Marketing Committee , under the director of Deputy Executive Director Melissa Opp, administered a survey to CHES and MCHES credential holders to assess the value of the certifications.
• Using an instrument, developed by the Research and
Development Committee of the Institute for Credentialing
Excellence (ICE), the Marketing Committee aimed to determine the value of the certifications from the certificants’ perspectives.
• The survey was designed to elicit key data to consider for
NCHEC’s strategic planning and implementation.

NCHEC’s
Value of the Certification Study
• Methods:
• A 55-item instrument was emailed to 10,348 current CHES and
MCHES.
• Constant Contact, online survey software, was used to administer the survey to certificants.
• The survey link was embedded in an invitation e-mail, and reminder emails were sent.
• An incentive of three $50 Amazon gift cards was provided, as a drawing, to participants.

NCHEC’s
Value of the Certification Study
• Results:
• n=1,963 (19% response rate)
Certification status for respondents:
CHES MCHES Total
Total responses 1681
Response ratio 85.6%
282
14.4%
1963
100%
How many years total (CHES, or CHES+MCHES) have you been certified?
0-5 yrs 6-10 yrs 11-15 yrs 16-20 yrs 20+ yrs Total
998 407 254 141 174 1960 Total responses
Response ratio
50.9% 20.7% 12.9% 7.1% 8.8% 100%

Value of the Certification Study
• Results continued
• How Certified Respondents Feel about the Certifying Body:
• More than 70% agreed or strongly agreed that they understand the mission and purpose of NCHEC.
• Over 60% agreed they are aware of the activities in which NCHEC is involved.
• ~60% agreed or strongly agreed that the certifying body, NCHEC, does a good job of protecting the value of the certifications.
• A majority also agreed that they are proud of the efforts of
NCHEC.

Value of the Certification Study
• Results continued
• How Certification Affects Confidence and Perceptions:
• A majority of respondents (75%) agreed or strongly agreed that being certified enhances their personal confidence, as well as confidence in professional interactions (82%).
• They also agreed that certification was a valuable challenge for them (70%).
• When asked if certification was attained in order to receive an increase in status, the responses were divided between disagree
(25.5%), neutral (31%), and agree (34.1%).
• Respondents also agreed that certification enhances their professional credibility (79%) and helps differentiate them from their peers (69%).

Value of the Certification Study
• Results continued
• How Certification Affects Confidence and Perceptions:
• Overall, the certified individuals agreed that the certification increases their confidence, is perceived as a valuable asset, and helps strengthen their professional credibility (79%).
• The only item where clear consensus was lacking was related to individuals attaining the certification(s) to increase status.

Value of the Certification Study
• Results continued
• Respondents’ Level of Satisfaction and Personal Feelings:
• 87% percent of respondents agreed or strongly agreed that the certification gives them a sense of personal satisfaction, with more MCHES respondents indicating they strongly agree.
• Over 90% reported the certification helps them feel a sense of personal accomplishment.
• However, when asked if the certification gives them a greater job satisfaction, 25% either strongly disagreed or disagreed, while
34% were neutral and 42% agreed or strongly agreed.
• The majority of respondents (64%) stated that their certification enhances their feelings of professional autonomy.

Value of the Certification Study
• Results continued
• How Certification Impacts the Profession:
• More than half of respondents (54%) agree or strongly agree that certification provides evidence of the ability to think critically on relevant professional matters.
• Almost all agree or strongly agree (94%) that certification demonstrates that they have met a professional goal.
• 76% agree or strongly agree that it is the responsibility of the professional to get certified, and 85% agreed or strongly agreed that certification is evidence of commitment to the profession.
• About 80% agreed or strongly agreed that maintaining certification is a good method of structuring lif e-long professional growth, that attaining certification is a good method for demonstrating professional growth, and maintaining certification demonstrates a willingness to be held accountable.

Value of the Certification Study
• Results continued
• How Certification Impacts Knowledge and Ability:
• Approximately 60% of respondents stated that they agreed or strongly agreed that attaining certification enhanced their breadth of knowledge and ability.
• 57% agreed or strongly agreed that it increased their depth of the subject, but 24% percent were neutral about how much depth was obtained.
• The majority of respondents were neutral or agreed that they believed they gained effectiveness as a result of the certification.
• 41% of respondents disagreed that certification provides no additional benefit to knowledge and ability beyond what is obtained through on-the-job experience. The results were also somewhat divided when determining if certification confers expert status.

Value of the Certification Study
• Results continued
• Value Added in the Workplace and Marketplace:
• 60% strongly disagreed or disagreed that there are more opportunities for advancement in their specific workplaces for individuals with certifications.
• Respondents mostly strongly disagreed, disagreed, or were neutral when asked if there are more opportunities for advancement in my workplace for those who are certified, or if certified individuals in my workplace earn more, on average, than their non-certified peers.
• Approximately, 60% were neutral or agreed that their employers valued their certifications.
• Only 6% strongly agreed with the idea that their employer facilitates employees in gaining certification; the rest of the responses were fairly even between the other options.
• When asked if those who are certified stand a better chance of holding on to their jobs in tough economic times, respondents tended to reply in a neutral manner.
• Most respondents are neutral or agree that the market values their certification, and 77% percent agree or strongly agree that certification is a means of increasing marketability.

Value of the Certification Study
• Results continued
• Issues Associated with Attaining & Maintaining Certification:
• 75% of respondents strongly disagree or disagree that getting certified is discouraged in their workplace.
• Approximately half of respondents strongly disagreed or disagreed that the cost and effort of maintaining certification is not worth it to them.
• 64% disagreed or strongly disagreed that attaining certification was difficult.
• Approximately 30% agreed that meeting the requirements for certification is time consuming.
• About half of sample agree or strongly agree that the benefits of certification outweigh the costs and that the certification requirements are appropriate.

Areas for NCHEC to Focus on/Highlight
• Overall, the findings indicate that certificant holders indeed value the CHES and MCHES certifications.
• Certificant holders agree that the certifications give them perceived confidence and satisfaction and feel it is a responsibility and commitment to the profession to become certified.
• While respondents agreed that certification does help with increased marketability, the findings also indicate that an area of focus is the value of the certifications in the workplace.

Areas for NCHEC to Focus on/Highlight
• Marketing efforts to employers is in the current strategic plan under Priority Area IV.
• However, in light of these findings, additional marketing efforts are being employed to address these areas.

Future Marketing Strategies
• Marketing and Communications Audit
• SeaCrest Company – provides expertise in certification program accreditation, marketing and communications, and program evaluation.
• NCHEC Marketing & Communications Strategy – 3 year plan

Future Marketing Strategies
• Solidify the Foundation (2014 activities)
• Update NCHEC’s messaging to communicate the value of certification to NCHEC’s target audiences, so it is compelling and presents a human interest perspective (i.e. use storytelling to put the value of our certifications into the context of the current environment).
• Build NCHEC’s social media outlets
• Create and maintain a consumer media list (Year 1=top 10 states with CHES/MCHES certificants)
• Update marketing materials and create new marketing materials, as needed (i.e. update existing PPT presentation, develop onepage fact sheets, develop business case for hiring CHES/MCHES for employers).
• Establish metrics for evaluating success.

Future Marketing Strategies
• Goal #1: Establish CHES and MCHES-certified health education specialists as a highly recognized and valued team member by expanding employers’ endorsement of the credentials.
• Target audiences – individuals in a position to hire CHES/MCHES certificants.
• Phase 1 (2014-2015) – focus on 10 states with the most
CHES/MCHES, and adapt strategies on a state-by-state basis.
• Members of HE organizations designated as employers.
• The Public (consumers of services provided by CHES/MCHES certified individuals)
• Strategy Examples:
• NCHEC Virtual Coffee Breaks
• Publish the “Business Case for CHES/MCHES Certification” and mail to targeted employers in top 10 states (expand in Phase II and III).
• Submit guest blogs/articles to identified HE organizations.

Future Marketing Strategies
• Goal #2: Engage current certificants to create a strong community of certified health education specialists that understands the value of maintaining certification.
• Target audiences – current CHES and MCHES.
• Strategy Examples:
• Expand NCHEC’s social media use (i.e. make the social media outlets an extension of the News Bulletin).
• Host more certificant appreciation events at conferences for certifcants only.
• Distribute “Business Case for CHES/MCHES Certification” as a certificant resources (i.e. call to action for current CHES/MCHES to pass it along to colleagues/employers).

Future Marketing Strategies
• Goal #3: Create an active and engaged community of postsecondary educators in the field of health education that advocates for CHES certification to students.
• Target audiences – NCHEC campus liaisons, faculty/advisors in health education programs, APHA student assembly.
• Strategy Examples:
• Create database of faculty contacts at targeted schools (in top 10 states).
• Distribute “CHES in the Classroom” email campaign to faculty targets
(focusing on the value of the certification).
• Host at least one NCHEC Virtual Coffee Break
• Possibly host a networking event at APHA meeting for Student
Assembly members
• Submit at least one article for consideration to APHA Student
Assembly newsletter.

Future Marketing Strategies
• Goal #4: Motivate more health education specialists to apply for the CHES and MCHES exam to ensure there are competent practitioners meeting the needs of all stakeholders, including the public.
• Target audiences – participants of conferences at which
NCHEC has established a presence (SOPHE, APHA, ACHI,
ACHA, ASHA).
• Strategy Examples:
• Launch “CHES: Get Certified” and “MCHES: Get Certified” campaigns to non-certified professionals.
• Submit articles to be published in various HE organization newsletters.
• Direct mail: postcard to target audience
• National presentations and booth exhibits

What can you do as a
CHES/MCHES?
• Market the CHES/MCHES credentials as you advocate for the profession.
• Refer specifically to how the CHES/MCHES credentials promote quality assurance at the individual and profession levels.
• Market the credentials to your employers and fellow colleagues.
• NCHEC – CHES/MCHES Employer Video (YouTube)

Questions