Public Awareness: Empowering Consumers to Seek Certified Professionals

1. www.bocatc.org Public Awareness: Empowering Consumers to Seek Certified Professionals Cyndi Miller Murphy MSN, RN, CAE Executive Director Oncology Nursing Certification Corporation

2. Objectives: Public Awareness- Empowering Consumers to Seek Certified Professionals

4. Certification Makes a Difference GOAL: Empower consumers with information about certification while also reaching other target audiences MESSAGE: Oncology certified nurses make a difference to the patients they care for and to employers who seek to staff their facilities with skilled and experienced oncology nurses

5. Designed to empower women and their families to be more knowledgeable health care consumers • The goal of Just Askwas to promote the certified nurses' expertise, knowledge and commitment to quality care. • Nurses become specialized through work experience – not advanced education. • NCC certified nurses complete a rigorous examination & engage in life-long learning. • Certified nurses are everywhere – but unrecognized.

6. Target Audience Patients and Caregivers Did you know? There IS a difference… Just Ask

7. Target Audience Employers and Institutions You provide the best technology. Provide your customers certified staff… Just Ask

8. Target Audience Nurses Certification Advocates You owe it to yourself to be the best! Certification is more than a letter behind your name… Just Ask

9. Certification Makes a Difference

11. Development Timeframe 2 months 4 months 2 weeks

12. Strategy, Creative and Storyboards Production and Distribution

13. Certification Makes a Difference Strategy, Creative, Storyboards, Scripts, Production

14. Budget development • RFP-review-selection of company • Communicate goals and concepts to communication company • Set deadlines • Approve all scripts, copy, timelines, facilities ONCC’s Responsibilities

15. Recruit nurses for participation • Initial contact with filming facility • Presence during filming • Review and feedback on DVD and all collateral materials • Distribution of DVD and collateral materials

16. Meet with ONCC and develop understanding of the project goals • Develop plan and concepts • Secure facility permissions for filming (UPMC Hillman Cancer Center) Contractor’s Responsibilities

17. Interview nurses for inclusion in DVD • Hire “talent” (actors) • Subcontract DVD production team

18. Develop story-boards and attain ONCC approval • Write script and attain ONCC approval • Direct on-site filming • Edit DVD and attain ONCC approval

19. Secure original music for video • Produce all collateral materials: DVD “jacket”, brochure, poster, mailing packets • Duplicate DVD

21. Concepts • Script • Story Board

22. Certification Makes a Difference DVD Settings • Patient’s home • University of Pittsburgh Medical Center Hillman Cancer Center • in-patient and out-patient units

23. Actors Hired by communications company • Nurses Selected by UPMC/ONCC • Script Written by communications company with major revisions by ONCC

24. Film Production • Location (permits, insurance and schedules) • Casting (talent and volunteers) • Filming • Editing

25. PROMOTION • Placement on website • Broadcast emails to constituency to access • Placement on

26. Direct Mail Promotion • ONCC- information to request free DVD and ancillary materials • NCC to constituents within viewing demographics with time of airing

27. Direct mail to institutions alerting them to the ad campaign and the fact that viewers were going to Just Ask

28. Display Ads though CBS regional websites Display Ads through Amazon website

29. ONS National Conference • Continual loop in Certification Oasis • Certification Recognition Breakfast Special event for Certification Advocates

30. Budget for “Just Ask”

31. Budget for “Certification Makes a Difference”

32. Empowering consumers toJust Ask forcertifiednurses

33. 2011 Markets Views Chicago, IL 1.775 Miami, FL 1.176 Raleigh Durham, NC .570 Cincinnati, OH .955 Total 4.476 2012 Markets Views New York, NY 4.650 Los Angeles, CA 1.809 Chicago, IL 1.446 Dallas, TX 1.027Total 8.932 “Just Ask” Distribution – CBS Network per million views

34. “ Just Ask” Distribution – Web per thousand views 2012 CBS Markets Views* New York, NY 1,025 Los Angeles, CA 414 Chicago, IL 376 Dallas, TX 561Total 2,376 • National • Amazon Display 8,711 2011 CBS Markets Views* Chicago, IL 355 Miami, FL 200 Raleigh Durham, NC 500 Cincinnati, OH 300Total 1,355

35. Ongoing distribution • Packets distributed at all exhibits-professional meetings: 1,500 • Played on continual loop in the “Oasis” • ONCC website-You Tube: 2,000 views • Packaged for “Certified Nurses Day” distribution (March 19) • Promoted through ONS/ APHON Chapters “Certification Makes a Difference” Distribution

36. DVD use • Hospital TV channels • Outpatient waiting rooms • Certification review courses • Certified Nurses Day events • Orientation for new staff • Nursing and medical student rotations • Chapter meetings “Certification Makes a Difference”

37. “Just Ask” Summary of Outcomes • Increased engagement of certified nurses • Increased number of applications for certification • 9.86% increase in new visitors to website • 18.63% increase in website visits • 49.05% increase in page views

38. “Certification Makes a Difference” Summary of Outcomes • 21% increase in initial exam candidates the first year • $231,000 increase in test registration revenue the first year

39. Annual Applications for Initial ONCC Certification

40. “Certification Makes a Difference” Summary of Outcomes • 68% increase in website visitors three years after release of the program • 5% increase in employer support the second year

41. Employer Support for Certification

42. Thank you Cyndi Miller Murphy MSN RN CAE Executive Director Oncology Nursing Certification Corporation cmillermurphy@oncc.org 412-859-6234 Now it is time for your