*BEST PRACTICE 2/21/2012. *Competitor Analysis *The four Ps of marketing: Price, Produce, Place, Promotion *Customer satisfaction

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1 2/21/12 *BEST PRACTICE Six time winner of NAHQ State Excellence Award 4 Claire Glover Awardees 4 NAHQ Presidents Claudia Jackson, MBA, MS Ed, PT, CPHQ President, FAHQ 6 NAHQ Fellows Closed *Competitor Analysis *The four Ps of marketing: Price, Produce, Place, Promotion *Customer satisfaction *Market Share (membership) *SWOT *How your strategic plan and budget align with marketing plan/budget *Low bank balance in 03 *Belt tightening to prevent bankruptcy *Reduction in membership benefits *By 08 three year decline in membership *Spending aversion 1

2 2/21/12 FEATURE/ BENEFIT FAHQ IHI ASQ NAHQ FEATURE/ BENEFIT FAHQ IHI ASQ NAHQ Membership Dues $ 55 free $125 $150 Membership Options 3 n/a 6 3 e-newsletter / Bulletin Monthly Monthly Daily Monthly Journal (monthly) Bi-monthly Free CEU opportunities Discounts to educational opportunities (AC) Quality tools Interactive On-line resource center / knowledge base very min Multiple forms of education: live conferences, web-based, self-study "Members Only" section of website n/a Member referral program On-line networking / message board Grants Job postings Site Store Free white papers on key topics Personal and leisure benefits (discounts on car rentals, computer and business services, travel, specialty credit cards) *Individual membership *Organizational membership *Fee for advertising jobs *Registration for CPHQ course *Registration for Annual Conference *Orlando annual conference, one CPHQ class and one Local Area group *Tampa one Local Area group *Jacksonville one Local Area group *On-line website * monthly e-bulletin *Other one other CPHQ class *1-2 CPHQ Review Courses per year with reduced registration fee for members *Annual Conference with reduced registration fee for members *Monthly E-Bulletin ( ) *Join & Register options at the CPHQ class and the Annual Conference *30-day renewal notice *Website 2

3 2/21/12 *Reviewed Board Self-Assessment *Interviews *More educational offerings, please *More local meetings / presence *Team membership *Communications *Bylaws created over-extended role of President *Weak membership management software *Communications *Organizational memory Denominator management *Policies / practices focused on exclusion issues *MARKET SHARE *Membership history *Moving up or down *SWOT analysis *Focus on Opportunities & Threats *Does your budget put the bulk of funding into the biggest priorities in your strategic plan? + *Are your marketing efforts and resources aligned with your strategic plan? *If growing membership is your most important priority, are you putting a large amount of your budget into this, or funding all Association initiatives equally? 3

4 2/21/12 Marketing Plan *Expand Strategic Alliances *Improve the value proposition of association membership *Create new member welcome package *Create YouTube program on importance of hand washing *Grow membership by 4% *Promote *Giveaways for HQW webinar $1000 series *Save the Date *Offer 2 free postcards for Annual CEs per year Conference $700 *Mail webinar schedule to CPHQs not yet members $400 Analysis Plan *The 4 Ps assessment (or 4 Rs!) *Competitor & Customer Analysis *Market Share *SWOT analysis *Goals & objectives* *Tactics with measurable outcomes *Timeline *Budget *consistent with organization s strategic plan *Increase membership by at least 25% during *Serve as incubator of ideas for other Teams and Board by identifying opportunities to support our Mission and membership benefits *Expand d the current membership market by adding new membership categories (with Membership Team) *Establish public identity as key organization in State to promote quality healthcare *Obtain membership retention rate of at least 80% 4

5 2/21/12 *Update Membership Benefits *Offer 3 free CEs each year *Purchase educational programs from outside sources to get group rates for our members *Create Members-Only section of website to post quality resources and tools *Branding Campaign *Create relevant tag line for FAHQ to be used on all FAHQ media *Visual consistency website, newsletter, membership brochure, member welcome packet, CPHQ course brochure *Need to start producing articles *Monthly column to report on current / pending legislation / regulatory issues *Develop educational calendar *Keep focus on quality issues, not association issues *Incorporate ideas from Board meeting / strategic session *Add Message Board for members to pose questions, share ideas with each other (listserv) *Post findings of recent membership surveys with action plan *Create Career page for job postings *Message from the President *Create Members Only section w quality resources To original plan, added Education Calendar page 5

6 2/21/12 *Add an Associate Membership category for Case Managers, Record Auditors, Infection Control Nurses, etc. *Redefine Organizational Membership category and increase price *Add an Academic Membership category *Add a Student Membership category To original plan, added Recognition page *Press releases *Quality Week *Annual Conference *Recognition of other professional organizations in healthcare (e.g., g, Risk Management Week) *PSAs - Design PSA for 09 (potential topic: patient safety, public reporting sites for quality *Speakers Bureau for community education *Strategic ads (for Quality Week, before Annual Conference, in key geographic areas) *Presentation for educational programs (MBA, MHA, MSN) on quality professionals, career path, what quality professionals do *Attend 2 Health Fairs as Exhibitor *Get Legislature to introduce Quality Day in the Legislature (once membership increased sufficiently to support this project) *Set up Social Networking site *Ning or LinkedIn *Facebook *Design and re-instate membership welcome package *Design new membership brochure to reflect branding and new membership categories BENCHMARK DATE to ACHIEVE Provide ideas for Education Team and Membership Team consistent with new membership benefits and FAHQ Mission Ongoing Update membership benefits and categories August 08 Create tabletop display for FAHQ September 08 Revise membership brochure September 08 Revise new member welcome packet September 08 Buy posters from NAHQ for Quality Week September 08 Revamp website October 1, 08 Run 3 newspaper ads in conjunction with Nat l Quality Week October 08 Run Membership Drive (upon completion of website revision) October Nov 08 FAHQ joins FHA November 08 Join social networking site December 08 Create and distribute PSA February 09 Run 3 additional newspaper ads to promote stories on FAHQ April 09 (preconference) Develop position papers on healthcare quality issues May 09 Increase membership by 25% July 09 Achieve retention rate of no less than 80% July 09 6

7 2/21/12 AUG Website SEPT OCT 4000 Newspaper ads Tabletop display & shipping Brochure / flyers Posters for Quality Week TOTALS DEC JAN FEB MAR APR MAY JUNE JULY Stamps Social Networking Organizational membership Health/Career Fairs NOV AUGUST *Board approves marketing plan and budget *President names Editor of new Florida Quality News *Board was provided coaching on branding campaign SEPTEMBER *New Florida Quality News rolls out (monthly enewsletter) *New membership categories and benefits announced *New Member Welcome package sent for Board approval *Established branding campaign Branding examples 7

8 2/21/12 8

9 2/21/12 OCTOBER *Rolled out newly redesigned website for National Healthcare Quality Week *New membership brochure released *Began using new welcome package for new FAHQ members *Ran ads in four major metropolitan newspapers on National Healthcare Quality Week *Sent out our first press release to Florida media, touting accomplishments of our members NOVEMBER *Released first free CE program, a self study *Branding campaign extended to CPHQ brochure *Membership at 96 (up %) *Recruited Board for Miami Local Area Chapter DECEMBER *Began membership promotion campaign via and snail mail *Expired membership within last 2 years *NAHQ members in Florida not FAHQ members *Membership at 108 (up 25%) JANUARY 09 *Membership promotion mailed to CPHQs in Florida not FAHQ members; positive response *Second free CE program released *Began monthly column on FAQH teams to encourage participation (inclusive vs exclusive) FEBRUARY *Membership promotion mailed to CEOs and Quality Directors (Organizational Membership category) *Membership approaches 150 MARCH *Third free CE program released *FAHQ tabletop display completed and ready for Annual Conference APRIL *Tabletop display used at Annual Conference *Membership promotion for Academic category mailed *Started job board at Annual conference *Began push to recruit new volunteers for FAHQ Teams Released selfstudies MAY *Sent out press release on Annual Conference to Florida media; picked up internationally JUNE *Began retention efforts, sending out quarterly s to all who did not renew 9

10 2/21/12 JULY *Due date for goal of 25% growth AUGUST 09 *Signed up with ReadyTalk webinar hosting company OCTOBER 09 *Sent out press release for Healthcare Quality Week to Florida media; picked up nationally *Began first webinar series 3 programs in the Fall as our trial run *Gained 25 additional members from Join & Register option of webinars. Broke the 0 mark on membership! NOVEMBER 09 *Marketing program to healthcare recruiters DECEMBER 09 *Happy holidays as goals were wildly exceeded d for first marketing plan (16 months duration): *232 members *Retention rate of 80% achieved *Branding campaign well established August Nov Dec Feb July Oct Dec # members Y H *High competition to get PSAs on the air *Tabletop display not practical for transporting *Vetoed ListServ as too much work *Presentation to educational programs tabled *Wrong target audience was served by Associate Membership *Organizational memory *Advertising rates fluctuate 10

11 2/21/12 Retention: *Quarterly s to those who do not renew *Giveaways to members for HQW, survey participation *President-Elect visits to regional groups across the state Growth: *Reactivated local area (Gainesville Chapter) *President-Elect visits to regional groups (G&R) *Bylaws y changes *Changed nature of strategic planning *Strategic alliances Growth for 10: 19% Retention: *Support for regional groups *Team Me Up Booth at Annual Conference *Switched to professional site for all marketing *Established Mentoring and New Quality Professional Teams Retention *Introduced new grant program *Emphasis on FAHQ value proposition *Annual comparative analysis of benefits *Integrated into strategic plan *Work around to get team choices out of membership registration software 11

12 2/21/12 Growth *Members only webinar *Presentations to educational programs on healthcare quality *Introduced t d d new grant programs (G&R) Growth *Established Mentoring and New Quality Professional Teams (G&R) *Approved pilot with Regional Program Rep to get an inactive regional area active (thanks Indiana) *Strategic alliances: hosted FHA, FMQAI and IHI at FAHQ Leadership Team meeting Growth for year: 18% # members Y H # on teams August Nov Dec Feb July Oct Dec # registrants 90% % RETENTION 80% % % % 40% 0 30% 100 % 10% %

13 2/21/12 NUMERATOR DENOMINATOR 13

14 HANDOUTS: MEMBER RECRUITMENT & RETENTION MARKETING AUDIT A marketing audit looks at several factors: 1. Competitive Analysis 2. The four Ps of marketing: Price, Product, Place and Promotion 3. Customer satisfaction 4. Market share = membership activity in our case 5. Market strengths & weaknesses (SWOT analysis) 6. How your strategic plan and marketing resources are aligned 4 Ps of MARKETING Price cost of your services, including membership Place where people can access your services and benefits Product what benefits you offer (education, newsletter, website, etc.) Promotion how you promote your products and services 4 Rs of MARKETING Relevance listening to and adapting to the needs of your members; to be incorporated into organization s vision and strategic plan Response creation of expectations and delivering upon those expectations (branding a component of this). Strongly related to relevance. Requires coordination with all communication efforts Relationships creation of partnership with members; required outreach Results tangible and intangible count (perceptions matter) Good 4R reference: English, Joel (00): The four P s of marketing are dead. Marketing Health Services; Chicago; Summer 00

15 COMPETITIVE ANALYSIS FEATURE/ BENEFIT Your Assoc IHI ASQ NAHQ Membership Dues free $138 $165 Membership Options n/a 7 3 e-newsletter / Bulletin Monthly Daily Monthly Journal Monthly Bi-Monthly Free CEU opportunities Discounts to educational opportunities Quality tools interactive Website On-line resource center / knowledge base Multiple forms of education: live conferences, web-based, self-study "Members Only" section of website n/a Member referral program On-line networking / message board Grants Job postings Site Store Free white papers on key topics Personal and leisure benefits (discounts on insurance, car rentals, computer and business services, travel, etc)

16 MARKETING PLAN The Marketing Plan is the action plan which follows either your strategic plan or a marketing audit. It should always align with the strategic plan, include goals in support of that plan, and provide measurable tactics, a timeline and a budget. Below is the original list of tactics from the FAHQ Marketing Plan. Sometimes seeing how someone else did it can be the spark for a brainstorming session on what ideas will work for you. MARKETING TACTICS (our first 16 month plan) * Update Membership Benefits * Offer 3 free CEs each year * Purchase educational programs from outside sources to get group rates for our members * Create Members-Only section of website to post quality resources and tools * Branding Campaign * Create relevant tag line for FAHQ to be used on all FAHQ media * Visual consistency website, newsletter, membership brochure, member welcome packet, CPHQ course brochure * Strengthen Newsletter * Need to start producing articles * Monthly column to report on current / pending legislation / regulatory issues * Develop educational calendar * Keep focus on quality issues, not association issues * Update Website * Incorporate ideas from Board meeting / strategic session * Add Message Board for members to pose questions, share ideas with each other (listserv) * Post findings of recent membership surveys with action plan * Create Career page for job postings * Message from the President * Create Members Only section w quality resources * Trade-off: Added Education page and Recognition page in lieu of listserv and report on membership surveys

17 * Revamp Membership Categories * Add an Associate Membership category for Case Managers, Record Auditors, Infection Control Nurses, etc. * Redefine Organizational Membership category and increase price * Add an Academic Membership category * Add a Student Membership category * Communications / Public Image * Press releases * Quality Week * Annual Conference * Recognition of other professional organizations in healthcare (e.g., Risk Management Week) * PSAs - Design PSA for 09 (potential topic: patient safety, public reporting sites for quality * Speakers Bureau for community education * Strategic ads (for Quality Week, before Annual Conference, in key geographic areas) * Presentation for educational programs (MBA, MHA, MSN) on quality professionals, career path, what quality professionals do * Get Legislature to introduce Quality Day in the Legislature (once membership increased sufficiently to support this project) * Set up Social Networking sites * Ning or LinkedIn * Facebook * Design and re-instate membership welcome package * Design new membership brochure to reflect branding and new membership categories MARKETING 10 Retention: Growth: * Quarterly letters to those who do not renew * Giveaways to members for HQW, survey participation * President-Elect visits to regional groups across the state * Reactivated local area (Gainesville Chapter) * President-Elect visits to regional groups * Bylaws changes * Changed nature of strategic planning * Strategic alliances

18 MARKETING 11 Retention: Growth * Support for regional groups * Team Me Up Booth at Annual Conference * Switched to professional site for all marketing * Established Mentoring and New Quality Professional Teams * Introduced new grant program * Emphasis on FAHQ value proposition * Annual comparative analysis of benefits * Integrated into strategic plan * Work around to get team choices out of membership registration software * Members only webinar * Presentations to educational programs on healthcare quality * Introduced new grant programs (G&R) * Established Mentoring and New Quality Professional Teams (G&R) * Approved pilot with Regional Program Rep to get an inactive regional area active (thanks Indiana) * Strategic alliances: hosted FHA, FMQAI and IHI at FAHQ Leadership Team meeting

19 SAMPLE PRESS RELEASE (08 HQW release) NATIONAL HEALTHCARE QUALITY WEEK Florida Governor Signs Proclamation On, Florida Governor Charlie Crist signed a Proclamation recognizing the outstanding work Healthcare Quality Professionals do for the people of Florida. This proclamation mirrors the sentiments of National Healthcare Quality Week, October th, which celebrates the work of Healthcare Quality Professionals and pays tribute to their influence in achieving improved outcomes of patient care and improved function of healthcare delivery systems. Quality Professionals in healthcare organizations carry the mantle of change in the challenge to provide quality healthcare for all by putting laws, regulations, rules and best practices into functional and meaningful practices, then assessing the outcomes to ensure change has been made for the better. This is no small task, requiring knowledge which spans the areas of legislative issues, regulatory compliance, ethics, data collection and analysis, change management, leadership, evidence based medicine, patient safety, infection control, critical thinking, strategic planning, and standards of excellence. While the range of knowledge required is extensive, healthcare quality professionals lead improvement changes not only through content expertise, but through role modeling, educating, coaching and empowering others. They must possess the ability to inspire support and participation among their organization s Governing Board, medical staff, executive team, middle managers and staff. Healthcare Quality Professionals are driven by the desire to make a positive difference in the lives of their patients, co-workers, organizations and communities. Some of the healthcare quality initiatives going on in the State of Florida include efforts to: reduce community spread of antibiotic resistant infections through an innovative community campaign Clean Hands Are Cool Hands, designed for children K-4, their teachers and parents, replete with activities, lesson plans and a website launched in Tampa, Florida schools by the HCA hospital system, now a nation-wide HCA initiative reduce disparities in healthcare for minorities and non-english speakers United Healthcare s Latino Health Initiative (recently recognized by prestigious National Committee for Quality Assurance (NCQA) award for Innovation in Multicultural Healthcare) promote transparency in healthcare outcomes to aid consumer choices via public reporting of provider and facility performance in key areas -State of Florida Agency for Healthcare Administration (AHCA) improve patient safety through special training of 500 staff members to serve as ambassadors for patient safety within their work units Baptist Health South Florida

20 reduce door-to-doctor time in Emergency Departments throughout Florida by sharing methodologies and outcomes from their own successful quality initiatives in this endeavor on the IHI website - Florida Hospital Orlando identify and understand the determinants of quality of health care for the children of Florida through focus on health care disparities and health information technology All Children s Hospital, St. Petersburg and the University of South Florida (Florida Initiative for Children s Healthcare Quality) reduce antibiotic-resistant infections in hospitals by offering a free program to analyze a hospital's patterns of drug resistance and compare these with regional, state or national benchmarks University of Florida, Gainesville develop a systematic approach to quality improvement in hospice care which includes monthly, non-punitive feedback to practitioners so that improvement is truly continuous Haven Hospice, serving 18 counties in North Florida (recipient of 08 Circle of Life Award and now serving as a model for the Centers for Medicare and Medicaid Services (CMS) in their development of national quality reporting standards for hospices) These are just a few of the many examples of what healthcare quality professionals are doing to improve healthcare and quality of life for the people of Florida. Floridians can note with pride that two of these programs launched in Florida, Clean Hands Are Cool Hands, and the Haven Hospice quality reporting system, are now models for national programs. Sandi O Neal, President of the Florida Association for Healthcare Quality, commented: The Florida Association of Healthcare Quality (FAHQ) joins Governor Crist in applauding these leaders of change during this State-wide and National time of recognition they truly make a difference in improving healthcare for all the people of Florida! About FAHQ ************ The Florida Association for Healthcare Quality is committed to developing, supporting and promoting professional expertise in healthcare quality. Its membership represents all healthcare practice settings and professions, united in the common goal of advancing Florida s healthcare quality. For further information, visit FAHQ on the web at (Note the newly renovated and expanded FAHQ website will be unveiled during National Healthcare Quality week.)

21 MEMBERSHIP DRIVES Here are the groups we addressed over the last few years in our membership drives: Former members our initial outreach was for a large time frame to see if we could recover lost members. After that, our reach back has been quarterly Members who did not renew in the last quarter now routinely contacted via NAHQ members in the state not FAHQ members (get list of all NAHQ members in state from NAHQ; available quarterly) CPHQs in the state not FAHQ members Anyone who uses the non-member option to register for one of our courses Current members see sample below Organizations jointly sent mailer to CEO and Quality Director of facility Nursing Schools letter sent regarding our Academic Membership option Recruiters SAMPLE MEMBERSHIP DRIVE: e-postcard from November 08 reaching out to current members