D1 - MPCA Presentation on CH+ VALERIE SHEEHAN · Discovering thebrand essenceofCHCs and creating brandposition Stakeholdergroups, clinictours, data review, current and prospectgroups

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Strength in Numbers:

Developing a Statewide Health Center Brand

Val Sheehan, MPH

Director of Development & External Relations,

California Primary Care Association

August 5, 2014

© California Primary Care Association 2014

Agenda

• Why, What and How of CaliforniaHealth+

• Marketing and Communications

• Results to Date for California

• Q & A


California Primary Care Association• Located in Sacramento• Founded in 1994• Represents 1,000 sites serving 5.4

million patients in 15 million encounters a year

• 35% Medicaid, 5% Medicare, 30% uninsured; remaining 30% mix of other payer sources

• Diverse membership: FQHCs, Look‐alikes, IHCs, Community, Free, and Nonprofit RHCs

• 17 regional associations

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Why? ‐ Strategic Questions

• How could a PCA best support community health centers in the new health care landscape and help make them successful?

– Could we create a statewide brand that would unify California’s community health centers and effectively communicate who CHCs were?

– Could we develop innovative marketing and communications strategies that would enhance outreach, enrollment and retention efforts?


Why? – Tomorrow is already here.

New Health Care

Landscape

Unprecedented Opportunities

New Delivery Systems

Increased Competition

Payment Reform


What is CaliforniaHealth+?

• A single brand to educate patients about the benefits of California’s community health centers

• represents the “plus” that CHCs offer their patients by going beyond primary care to encompass a whole health approach

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What were the steps?

Phase 1

(Brand Research)

April – Nov 2011

Discovering the brand essence of CHCs and

creating brand position

Stakeholder groups, clinic tours, data

review, current and prospect groups

Phase 2

(Creative Concepts)

Jan – July 2012

Bringing the brand position to life through name, logo, campaign

ideas

Focus groups, name, logo or mark, brand campaign, marketing and communications

plan

Phase 3

(Internal Launch, Marketing and

Communications)

July 2012 – Ongoing

Launch internally and implement

recommendations in marketing and

communications plan

Phased implementation,

use of social media, advertising, training

What did we learn from patients?How we’re perceived by patients . . .

How we WANT to be perceived by patients. . .

How CaliforniaHealth+ will change perceptions. . . .

• Individual, local brands

• Small

• Not connected

• Big =

o Connected

o Successful

o Credible

• Creating an umbrella brand to unify CAcommunity health centers

• Services that exceed expectations

o Help to uniquely position the brand

• One‐stop = Convenience • Highlighting extended services (prenatal care, health education and nutrition counseling) “under one roof”

• Availability of personal doctors is inconsistent throughout system

• Involvement/collaborative relationships, historical knowledge, to be heard

• Promoting team approach towards care (consistent providers you are seen by)

• Cold, sterile, unfriendly staff, dirty (perceived mostly by prospects)

• Inviting, friendly, respectful, comfortable, clean

• Providing patient experience education and training


What are we promising?

Expanded Services

• Comprehensive primary care+

• Examples of the plus: prenatal care, health education, nutrition guidance, eligibility assistance, etc.

Team Approach

•Many health centers already use care teams

• Aligns with PCMH/ PCHH goals

Quality Care

• Core values create consistent expectations for patients

•Will highlight UDS data to demonstrate quality

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What are the core values?We understand you. Whoever you are, we speak your language, honor your traditions and value your

experiences. We treat everyone with respect and courtesy. We are a trusted friend and partner in your care.

We fit your lifestyle. We’re conveniently located in neighborhoods throughout California. Our health centers have extended hours that fit your busy schedule.

We care for your whole family.

We provide care for everyone in your family, from babies to adults to seniors. This makes it easy for everyone to get the care they need all in one place.

We reflect communities. We focus on improving the health and wellness of communities, not just people. Our health centers are guided by community members, and staff come from the communities we serve.

We put you at the center. We put patients and their families at the center of care. We make sure that our patients have the information they need to make good decisions and be partners in their own health. We focus on patients, not profits.

We deliver quality care. Our health centers meet or exceed national quality standards. Research shows that our patients receive more screening and health promotion services, have better health outcomes, and save money by staying out of the hospital.

We want you to be well. We believe that the best way to be healthy is to stay healthy, in all areas of your life. Our health centers focus on a whole lifestyle approach to keeping you well.


How does it look?

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Sample Brand Integration


How Do CHCs Join?: Rapid Recognition

Step 1:

Learning modules ‐

Branding Style Guide

Branding Overview Part 1

Branding Overview Part 2

Step 2:

Electronic license agreement with Terms &

Conditions

Step 3:

Invitation to online resource library of CaliforniaHealth+

materials

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CaliforniaHealth+ Online Resource Center


Marketing and Communications

Owned

• Website

• Videos

Earned

• PR

• Social media

Paid

• TV

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Covered California

• Strategic partnership with Covered California to create better enrollment access for patients


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Results – Statewide Sites

Insert graphic of CA here.

To date, 55 CCHC corporations (355 sites) have adopted the brand, incorporating it into websites, printed materials and signs. This means that nearly 50% of all CPCA member sites are part of CaliforniaHealth+.


Major accomplishments over last 3 years

– Unity among CPCA leadership to adopt and implement CaliforniaHealth+ as statewide brand website, call center, core values, toolkits, and online resource center

– Strategic partnership with The California Endowment two PSAs, co‐branded websites, posters and outdoor campaign (billboards and posters [carteles])

– Evolving partnership with Covered California re: CECs CC logo on website and co‐developed materials

– Partnership with Missouri PCA and recognition by other PCAs and CHCs across the country for the cutting‐edge branding and communications work being done in CA

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Questions

– What are some of the key challenges CHCs are facing in Michigan?

– How would creating a single CHC brand help with some of those challenges?

– What are some of your opportunities and potential barriers in creating a single statewide CHC brand in Michigan? How would that be different than the California experience?


Contact Info

Val Sheehan

[email protected]

(916) 440‐8170 X1118

Documents

D1 - MPCA Presentation on CH+ VALERIE SHEEHAN · Discovering thebrand essenceofCHCs and creating brandposition Stakeholdergroups, clinictours, data review, current and prospectgroups