Certification Network Group (CNG) 2 October 2013
Thank you for coming To participate in polls and interactive Q&A on your smartphone or tablet throughout the session, go to: http://ica.cnf.io
Patrice Sminkey Chief Executive Officer, Commission for Case Manager Certification (CCMC) Bennie Johnson Chief Global Marketing & Business Development Officer, HR Certification Institute (HRCI) Himashi Soriano Marketing Manager, Association for Financial Professionals (AFP) Dr. Rory McCorkle President, International Credentialing Associates (ICA)
http://ica.cnf.io Patrice Sminkey
Goal: Expand the CCMC constituency Identify the individuals that need to renew Identify new individuals to become certified Build a pipeline of certificants for the future Focus: Identify CCMC s Market Distinction Research-based, evidence practice (Role Function Study) Ethical Standards of Practice (Code of Conduct) Patient Safety/Quality Healthcare (Credential) Concept: Sustainable/Replicable Approach Develop a consistent, relevant message Develop a platform for all stakeholders 5
Develop subject matter expert (SME) content marketing Develop target markets Advertising; Communication; Marketing CCMC is the go-to resource (expert) Executive outreach and briefings Core competency is the CCM exam Diversify the products and services CCMC s Messaging Platform Relevant to all markets 6
Message: CCMC s Market Survey Value of CCMC Certification Value to the Case Manager Professional Value to Stakeholders: Employers, Legislators, Consumers Platform: CMLearning Network Develop Webinar Series, Healthcare Issue Briefs & Infographics Expand Social Media presence, blog 7
Where: Healthcare membership organizations, healthcare accreditations, hospitals and health networks and direct competitors Why: Reach case managers, employers, industry leaders, consumers to expand the professional presence in the industry for all stakeholders What: Banner ads, radio news broadcasts, print, online ads, industry exhibiting When: Scheduled with exam windows and renewal classes 8
Focus on: Renewals Theme: Focus on: New CCMs A Better Case Manager, A Better You 9
Top-level Executive Briefings Identity like minded organizations Develop key contacts and build relationships NCQA, NASW, CWSE, CWSA, URAC and Joint Commission Industry Presence Across all Stakeholder Groups Identify leading, national conferences and summits Build community: Leverage local chapter s presence Celebrate Professional Excellence Outreach and promotion is on-going National Case Manager Week; Social Worker Month 10
National Newsfeed USA Radio Network: Interview with CEO/Chair About case manager s role in the new Health Insurance Market Radio news spot featured in newscasts Picked up by USA Radio Network Fed to more than 500 affiliate stations Created assets for website posting CCMC Website: Podcasts; Downloadable; Free 11
CCMC Market Trend Research Series of Info-graphics to increase awareness 12
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Our Social Media friends are engaged! 16
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Awareness Education Certification Preparation Renewal Certification Resources 18
Awareness Education Certification Preparation Renewal Certification Resources 19
http://ica.cnf.io Bennie Johnson
The HR Certification Institute, established in 1976, is an internationally recognized certifying organization for the Human Resource profession. The HR Certification Institute is the global leader in developing rigorous exams to demonstrate mastery and real-world application of forward-thinking HR practices, policies and principles. A portfolio of 6 advanced professional credentials
A global HR profession whose most influential leaders and effective practitioners carry a certification from the HR Certification Institute
Today, more than 130,000 HR professionals across 100 countries proudly maintain the HR Certification Institute s credentials as a mark of high professional distinction.
253% ROI Attributed to our Certification from Earlier Value of Certification Study
Asking the Right Questions.
Understanding + Deriving Value Individual Perspective Financial Gain Prestige Value Pride Mobility
Value Money.
Value is Lived.
Asking the Right Questions. Realizing Truer Answers.
Owned Paid Shared Earned
Content + Website (s) Social Engagement Owned Paid Shared Earned Advertising (online + offline) News articles + Media mentions
http://ica.cnf.io Himashi Soriano
Importance of targeting and segmenting Marketing and communication strategies Word of mouth marketing 35
Segment Target Benefit Primary Target Segment Potential Certificant Holders 30-45 years old, educated, looking for career growth opportunities Higher salaries Better job security Enhances credibility Secondary Target Segment Influencers Managers, Department Heads Validates competency Demonstrates expertise Employees stay relevant in their field 36
Awareness Engagement Conversion 37
Awareness Engagement Conversion Tactical Examples: External/internal advertising Webinars Referral program Tactical Examples: Candidate Certification Guide Study blogs Tactical Examples: Telemarketing 38
Once they become certified, don t let the engagement be over your certificant holders can be your strongest advocates! They can also help with A referral program Testimonials Potential webinar speakers Success stories for your publications 39
http://ica.cnf.io Rory McCorkle
Cost Value Subjective Factors
Public T&D Employer Certificant
Certificants Employment condition Salary Professional reputation / credibility Professional development Commitment to profession Personal achievement
Employers Barrier to employment Professional development / Improved employee performance Career path Customer satisfaction Obtaining contracts Industry / government regulations
Training and Development Organizations Package educational elements Increase revenue Existing framework for new courses
Launch Professional reputation Commitment to profession Growth Professional development Professional credibility Maturity Employment condition Salary Career path
Question Who Data Collection Analysis Reporting
Results of a Value of Certification Study answer the key questions: Why should I believe you? What could go wrong? Unbiased Data Positive Results Identifiable Participants Case Studies Stakeholder Feedback Certificant Stories
Q&A Talk after the session: CNG LinkedIn Group Patrice: psminkey@ccmcertification.org Bennie: bennie.johnson@hrci.org Himashi: hksoriano@afponline.org Rory: rory@intlcred.com