Transcript Why?
Wisconsin Center for Health Communication and Marketing Planning Team March 29, 2007 Madison, WI Major Goals Review past conclusions Better understand distinction between health communication and health marketing Decide which will be the major business lines of the center Further refine the organizational model Refine vision and mission Overview of retreat activities and outcomes Concepts that underlie our VISION Ferment and learning (a future-state where effective communications and marketing for better health HAVE BEEN established) How is Health Marketing different from Health Communication? Review of key informant stated needs, assets Few say a “Center” is not needed Half say they don’t know Overview of retreat activities and outcomes Major potential activities (“product lines”) reassessed and revalued by retreat participants Making decisions on these a major goal today Geographic scope: Wisconsin focused, national opportunities Overview of retreat activities and outcomes Organizational model Non-profit Structure must be defined by business activities “Unitary” versus network or clearinghouse To extent we focus on HEALTH MARKETING – few current assets to network To extent we focus on HEALTH COMMUNICATION – many current assets, network/clearinghouse may be preferable Preference for entrepreneurial board (small, agile) with good input from diverse stakeholders Give consideration to growing inside an incubator Little interest in an academic home Michael Rothschild presentation and discussion What activities rose to the top… Training of staff or constituents (existing workforce) 10.5$ Increasing health literacy and health literacy visibility 8$ Consultation or technical assistance on health communication or marking planning 6$ Marketing health marketing 6$ Designing or producing a health communication or marketing initiative 6$ Funding or fundraising for projects 6$ Transforming social norms 5$ Evaluating a health communication or marketing initiative 5$ Marketing public health 5$ Increasing health literacy and health literacy visibility 1.67* Production of specific printed or electronic communication materials 1.31* Marketing health marketing 1.17* Consultation or technical assistance on health communication or marking planning 1.13* Evaluating a health communication or marketing initiative 1.08* Transforming social norms 1* Creating staff and line functions/Line development 1* Improve patient-provider communication 1* Decision Time: What stays in the business plan? Designing or producing a health communication or marketing initiative Communication or marketing or both? Perform major functions (agency model) or subcontract (prime contractor model)? Who would be major customers? Where would revenue come from? Decision Time: What stays in the business plan? Consultation or technical assistance on health communication or marking planning Communication or marketing or both? Perform major functions (agency model) or subcontract (prime contractor model) or clearinghouse? Who would be major customers? Where would revenue come from? Decision Time: What stays in the business plan? Evaluating a health communication or marketing initiative Communication or marketing or both? Perform major functions (agency model) or subcontract (prime contractor model) or clearinghouse? Who would be major customers? Where would revenue come from? Decision Time: What stays in the business plan? Transforming social norms Marketing health marketing What do we mean? Different from previous items? What do we mean? Different from previous items? Marketing public health What do we mean? Marketing public health system, agencies, professionals? Marketing healthy changes? Different from previous items? Decision Time: What stays in the business plan? Increasing health literacy and health literacy visibility What do we mean? Communication or marketing or both? Perform major functions (agency model) or subcontract (prime contractor model) or clearinghouse? Who would be major customers? Where would revenue come from? Decision Time: What stays in the business plan? Training of staff or constituents (existing workforce) Perform most training or subcontract (prime contractor model) or clearinghouse? Who would be major customers? Where would revenue come from? Decision Time: What stays in the business plan? Funding or fundraising for projects Raise funds for Center Partnerships (Center-customer combinations) Other organizations and agencies Who would be major customers? Where would revenue come from? Decision Time: What stays in the business plan? Improve patient-provider communication Communication or marketing or both? Perform major functions (agency model) or subcontract (prime contractor model) or clearinghouse? Who would be major customers? Where would revenue come from? Creating staff and line functions/Line development What is missing?? Add anything else? For these business lines Staff Contracting Infrastructure Executive leadership Board Corporation Vision – top priorities Fun/cool (17 priority points) Universal/inclusive/combating disparities (15) Inspired/motivated/exchange/choice (11) Opportunities/environment/easy/equipped (11) Prevention/Health outcomes (9) Vision statements top vote-getters Healthy people, communities, environments: Healthy Wisconsin. (19%) Health information that is understandable and inspires people to make choices that lead to longer life and better health. (19%) The Center for Health Communication & Marketing is a leading authority in transforming health needs & disparities into health success for all. (13%) Healthy choices: easy, fun and known to everyone (13%) Health is power. Health is freedom. Health is happiness. (13%) Vision Process next steps HWPP Team crafts draft proposal Leadership Team subcommittee crafts draft proposal Work on it now Put off to next meeting Reviewers Hugh Tilson, University of North Carolina Gary Gilmore, UW-La Crosse John Meurer, Medical College of Wisconsin Barbara Ley, UW-Milwaukee School of Journalism Bev Weister, Marshfield Clinic Director of Patient Education Chuck Warczecha, DHFS Lora Taylor, Healthy Milwaukee Partnerships AHEC representatives (Nancy Sugden or other) Peter Fox, Wisconsin Newspaper Association Technical College representative Pat Remington Jeanan Yasiri ____________________________________ ____________________________________ ____________________________________ THANK YOU!