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

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

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?

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!