Download - 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
(a future-state where effective communications and marketing for better health HAVE BEEN established)
Ferment and learning 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
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
What do we mean? Different from previous items?
Marketing health marketing 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?
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 ____________________________________ ____________________________________ ____________________________________