Wisconsin Center for Health Communication and Marketing

1. Wisconsin Center for Health Communication and Marketing Planning Team March 29, 2007 Madison, WI

2. 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

3. 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

4. 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

5. 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

6. Michael Rothschild presentation and discussion

7. 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* What activities rose to the top…

8. 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?

9. 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?

10. 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?

11. 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?

12. 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?

13. 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?

14. 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?

15. 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?

16. For these business lines • Staff • Contracting • Infrastructure • Executive leadership • Board • Corporation

17. 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)

18. 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%)

19. Vision Process next steps • HWPP Team crafts draft proposal • Leadership Team subcommittee crafts draft proposal • Work on it now • Put off to next meeting

20. 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 • ____________________________________ • ____________________________________ • ____________________________________

21. THANK YOU!