Putting a Face on a Title V CSHCN Program

1. Putting a Face on a Title V CSHCN Program

2. Workshop Outline • CMS Program Overview • Program Marketing • Where We Were • Where We Are • Where We Are Going

3. Children’s Medical Services • Florida’s Title V Program for CSHCN • Statewide managed system of care • Full continuum of health care services

4. Our Physician Network

5. Holmes Jackson Okaloosa Santa Rosa Escambia Nassau Washington Walton Gadsden Hamilton Jefferson Madison Leon Calhoun Bay Duval Baker Columbia Wakulla Suwannee Taylor Liberty Union Northwest Big Bend North Central Central Florida Tampa Bay Southwest Southeast South Florida Bradford Clay Franklin Lafayette Gulf St. Johns Gilchrist Alachua Putnam Dixie Flagler Levy Marion Volusia Lake Citrus Sumter Seminole Hernando Orange Brevard Pasco Osceola Hillsborough Polk Pinellas Indian River Hardee Manatee Okeechobee St. Lucie Highlands De Soto Sarasota Martin Glades Charlotte Lee Hendry Palm Beach Broward Collier Miami-Dade Monroe Area Offices and Regions CMS Area Offices Daytona Beach Naples Ft. Lauderdale Ocala Ft. Myers Orlando Ft. Pierce Panama City Gainesville Pensacola Jacksonville Rockledge Lakeland Sarasota Marathon St. Petersburg Miami North Tallahassee Miami South Tampa West Palm Beach CMS Regions

6. Statewide Enrollment Trend

7. CMS Network Recognition • Well-known and respected among clients, providers, and the Florida legislature • Less well-known to the general public and the physician community. - Lack of general recognition has resulted in missed opportunities for CSHCN to receive our beneficial services.

8. Barriers to Program Recognition • An evolving program mission • Area Office sense of autonomy • As a result, the CMS Network did nothave: • Defined marketing program • Statewide logo and tagline • Standardized program description materials • Standardized consistent program messages being promulgated by our area offices • Standardized ID cards (or any at all in some areas)

9. CMSN Graphic Identity • Accomplished through logo development • A graphic symbol of our program • Visually tying together the various elements of our program • Over time creating a visual recognition of who we are and what we do • Leading to the CMSN becoming a brand • An emotional connection with an organization or a program

10. The Power of Brand Identifiers

11. Area Office Developed logos

12. CMS Network Logo and Tagline • Logo Elements • Butterfly • CMS Network • Children’s Medical Services • Colors • Fonts • Tagline • A concise statement of what we do Health Care for Children with Special Needs

13. ID Cards Signage Business Cards Stationary Website Publications Forms Name Tags Building A, Suite 100 Comprehensive Logo Use

14. Family of Logos

15. Consistent Message • Along with a consistent graphic identity, it is necessary to have consistent messages regarding CMS Network programs and services • Standardized brochures, handbooks, and a website were developed to promulgate the program’s mission and services

16. CMS Initial Brochures

17. “The minimization of hindrances that keep your key audiences from using your products, services, or ideas and the maximization of helps that make it easier to use them.” David Marlowe Society for Healthcare Strategy and Market Development Marketing

18. Marketing Plan • 1st step  Market Audit • Where are we now? • What data do we have? • What does our data/research show us?

19. Parent Satisfaction Overall, how satisfied are you with the overall CMS program? 2005 Satisfaction Survey, Conducted University of Florida Institute for Child Health Policy

20. Awareness 2000 Florida Covering Kids Social Marketing Plan, University of South Florida College of Public Health

22. Marketing Plan • Market Audit • Where are we now? • Marketing Objectives • Where do we want to be? • Marketing Actions/Tactics • How do we get there?

23. Marketing Plan • Market Audit • Where are we now? • Marketing Objectives • Where do we want to be?  We want to have a unified program with mainstream recognition • Marketing Actions/Tactics • How do we get there?

24. MBA Students Research Subway Restaurant Find a balance between the numbers game and the stories Message Development Statistics vs. Stories

25. Print Materials • New General Brochure • Folder • Poster Series • Fact Sheets • Care Coordination • Medical Home • CMSN Programs • Overview • Individual

26. Print Materials: • New General Brochure

27. Print Materials: • Folder

28. Print Materials: • Poster Series

29. Print Materials: • Poster Series

30. Print Materials: • Fact Sheets

31. Provider & Marketing Liaisons • On the ground/in the field staff who recruit and retain providers, but also act as local outreach liaisons • Source of grassroots research – PRML’s are the ones who interact with the physicians and families and hear their concerns • Coordinate local distribution strategies for materials • Bi-monthly conference calls to coordinate and share any new findings

32. Provider & Marketing Liaisons • Conduct local outreach activities

33. Exhibiting • Standardized visual and content materials • Better reporting and tracking of exhibiting activities statewide

34. Other Tactics • Media • Paid • Earned • Partnerships

35. Distribution Tools • Offered through a statewide distribution center which processes orders online • Template materials offered through internal intranet web site

36. Still to come… Web Improvements • External • Easier Navigation • Graphic consistency • More “marketing” focused • Internal • E-store • Photo gallery

37. Still to come… • CMS Network Patient Planner • Offers a central location where parents and their children can keep track of all health-related information, including appointment times, prescriptions, and other important information

38. Marketing as an Investment • Marketing allows your audience to know who you are and be able to contact you when they need your help • Good marketing puts a face on your program

39. Questions?