DRAFT WISHIN CONNECT MARKETING PLAN June, 2011 Prepared by Aelisha Binderim

Transcription

1 Purpse The Wiscnsin Statewide Infrmatin Netwrk (WISHIN) Cnnect Marketing Plan articulates the visin, strategy and utlk fr reaching WISHIN s target audience fr the WISHIN Cnnect prduct. The purpse f this plan is t: Assist in the prmtin f WISHIN Cnnect Establish the key target audience and their channels f cmmunicatin fr WISHIN Cnnect Guide the success f WISHIN Cnnect Prduct Summary Success f the Marketing Plan will be measured by the fllwing factrs: The ability t identify and market a cmpelling value prpsitin attractive t vendrs The ability t engage future target audiences The intent behind WISHIN Cnnect is t establish a statewide netwrk-f-netwrks fr health infrmatin exchange. WISHIN Cnnect will be ne f the prducts used t eliminate pint t pint cnnectins between HISPs, while expanding HISP netwrks and market expsure. WISHIN Cnnect is the gverning entity fr HIE and is the state-designated HISP qualifier. As a WISHIN Cnnect HISP, users will have the pprtunity t use WISHIN branding when selling HISP services. This branding includes crss directinal linkage n the WISHIN website thrugh HISP lgs. WISHIN Cnnect HISPs will als be included in the future cnnectin t the Natinal Health Infrmatin Netwrk, NHIN. WISHIN Cnnect envisins a netwrk-f-netwrks architecture fr statewide and interstate health infrmatin exchange that it is cmprised f a Wiscnsin state-level exchange netwrk, participating Wiscnsin medical trading areas r nn-gegraphic exchange netwrks, ther neighbring state-level exchange netwrks, and the NHIN. Page 1 f 5

2 Backgrund External Infrmatin WISHIN is a nn-prfit crpratin appinted as the state-designated entity fr gvernance and implementatin f statewide health infrmatin exchange, HIE, as authrized by 2009 Wiscnsin Act 274. WISHIN was funded by fur rganizatins: Wiscnsin Medical Sciety Wiscnsin Cllabrative fr Health Care Quality Wiscnsin Health Infrmatin Organizatin Wiscnsin Hspital Assciatin Missin: T develp and sustain a trusted, secure statewide health infrmatin netwrk and HIE services that prvide value t participants. Visin: T prmte and imprve the health f individuals and cmmunities in Wiscnsin thrugh the develpment f health infrmatin exchange services that facilitate electrnic sharing f the right health infrmatin at the right place and right time. Target Audience As this time, WISHIN has been able t cnclude that there are apprximately 23 vendrs within ur target audience. WISHIN views the fllwing vendrs as ptential custmers fr WISHIN Cnnect. HISP Vendrs: 1) Ability Netwrk, Inc 2) SureScripts/AAFP 3) Inpriva 4) MaxMD 5) Secure Exchange slutins 6) Micrsft 7) Verizn 8) Axltl 9) MEDesin 10) Lawsn 11) RelayHealth 12) Harris Crpratin 13) Medicity 14) Epic 15) Brwserft.OpenHRE Page 2 f 5

3 16) Carefx 17) dbmtin 18) ecliniclwrks 19) Intersystems 20) MEDSEEK 21) Oracle 22) Orin Health 23) PatientKepper Barriers Limited utreach has been implemented thus far fr WISHIN Cnnect Actin Steps Cllateral and sft sell infrmatin will be distributed by the end f July thrugh WISHIN Bard and Advisry Cmmittee members Overcming lack f credibility due t tenure Rely heavily n being the state-designated entity fr HIE and the supprt f funding rganizatins Cmmunicatins Cnsideratins Sample Sft Sell Frm: (insert WISHIN bard member s name) T: (insert HISP name) Subject: WISHIN Cnnect I am cntacting yu as a bard member f the Wiscnsin Statewide Health Infrmatin Netwrk (WISHIN) t intrduce yu t WISHIN Cnnect and t tell yu abut the benefits it culd prvide fr (insert rganizatin/ HISP name). Fr the last seven mnths, I have been helping with the frmatin f WISHIN. WISHIN is a nn-prfit crpratin appinted as the state-designated entity fr gvernance and implementatin f statewide health infrmatin exchange, HIE, in Wiscnsin, as authrized by 2009 Wiscnsin Act 274. WISHIN was funded by fur rganizatins, Wiscnsin Medical Sciety, Wiscnsin Cllabrative fr Health Care Quality, Wiscnsin Health Infrmatin Organizatin, and Wiscnsin Hspital Assciatin. WISHIN s missin is t develp and sustain a trusted, secure statewide health infrmatin netwrk that prvides value t participants. By becming a part f WISHIN Cnnect, yu will be participating in a secure Page 3 f 5

4 netwrk-f-netwrks that will add value t yur rganizatin and current cnsumers by expanding yur market share. WISHIN Cnnect is the gverning entity fr HIE and ffers the state Seal f Apprval fr HISPs perating in Wiscnsin. By btaining WISHIN Cnnect, yur rganizatin will be stating that yu are interperable with the gverned state HIE (health infrmatin exchange) entity and yu will be cnnected t all ther WISHIN Cnnect HISPs. After receiving yur WISHIN Cnnect qualificatin, yur rganizatin will be prvided with a crss directinal linkage n the WISHIN website. Yur rganizatin will als be able t use the WISHIN Cnnect lg t help prmte and sell yur services. I believe that ( insert rganizatin/hisp name) and the citizens f Wiscnsin will benefit greatly frm WISHIN Cnnect and lk frward t hearing frm yu. A WISHIN team member will cntact yu by phne in the upcming week t discuss yur participatin in WISHIN Cnnect. In the meantime, feel free t brwse and let us knw if yu have any questins. Best Regards, XXXXXXXXX Selling Pints fr WISHIN Cnnect Seal f Apprval Certificate Expands the HISP netwrk and market expsure Branding n the WISHIN website Interperability with the gverned state HIE Cnnectivity t the Natinwide Health Infrmatin Netwrk (NHIN) WISHIN Cnnect Messaging 1) WISHIN Cnnect Expands Netwrks With a statewide HIE, each health care prvider, lab and pharmacy is cnnected. This increases market share and eliminates the need t build pint-t-pint cnnectins. Custmers will be able t exchange healthcare infrmatin seamlessly with thers n WISHIN Cnnect. 2) WISHIN Cnnect Reduces Cst By eliminating the need t build future pint-t-pint cnnectins, WISHIN Cnnect reduces csts and enables efficient use f resurces. Thrugh a single cnnectin, yur netwrk expands t many thers 3) WISHIN Cnnect Prmtes Status By being a part f WISHIN Cnnect rganizatins are given permissin t use the WISHIN brand. All apprved HISP s will be represented n the WISHIN site fr future prviders t view and awarded an annual certificate. Page 4 f 5

5 Actin Plan Activity Timing Respnsible Sectin 1 Create marketing tlkit WISHIN Cnnect lg Develp a leave behind Sales Sheet Develp a What is WISHIN Cnnect piece Update WISHIN website with WISHIN Cnnect messaging Distribute sft sell message t apprpriate vendrs Distribute fllw-up target market letter Persnal fllw-up calls r s July August Jenny Budreau Kim Jhnstn Kim Jhnstn Kim Jhnstn & Yahara Je Kachelski, Jean Deringsfeld, WISHIN Bard Members Je Kachelski & Jean Deringsfeld Aelisha Binderim Pricing Summary WISHIN Cnnect will cst HISP vendrs $500 annually. WISHIN Cnnect is nt seen as a revenue builder. It is mre imprtant fr WISHIN t have the mst prevalent HISP vendrs cnnect t WISHIN in rder t btain critical mass and expand the netwrk. In exchange fr the $500 annual amunt, the HISP vendr will receive the fllwing: Seal f Apprval Certificate Expanded HISP netwrk and market expsure Branding n the WISHIN website Interperability with the gverned state HIE Cnnectivity t Natinwide Health Infrmatin Netwrk (NHIN) Page 5 f 5