My VA: Case Study

"Veterans Advocate or Veterans Adversary?"

By Justin Benedict and Mabry Franklin PRple Communications 1873 University Dr Fort Worth, TX 76129

A little bit about the VA

What's The Damage?

• 177,000 vets waiting +2 months for care • Up to 300 deaths linked to secret wait list • 93 VA facilities investigated • Severe public backlash 2003: Patient Care Database introduced

1994-2005: Corruption under Kizer

Jan. 2014: Official OIG investigation begins

2009:Shinseki appointed to lead overhaul

2007: Millions in bonuses awarded to employees

2009-2013: 40+ vets die (Phoenix facility)

July 2014: McDonald appointed VA secretary

May 30 2014: Secretary Shinseki resigns

How did we get here?

• Organizational Culture • Corrupt leaders • Lack of core values

• Ineffective response • Lack of clarity & consistency

• Changing veteran population • Lack of resources • Lack of a plan

A Step in the Right Direction Secretary McDonald • Organizational Culture

• Transparency, responsibility • Veterans = customer

• Restructuring the VA

• Executives removed • Positions added

• Tackling the Wait List

• Increasing private physicians contracted • Performance plans amended

• Developing the VA • My VA

Our Three Phase-plan

Internal changes + PR efforts + Long-term initiatives

= A VA that: • Is highly connected to the veteran community • Adheres to its core values • Better serves veterans

Fixing the framework • The Final Reorganization

• core values • Streamlining • Veteran consultant group

• HR Changes

• New requirements for VA administrators • Training process focused on empathy and customer service • Reforming the firing process

• Raising quality standards • • • •

Equalizing salaries New position Empowering employees External audits and reports

PR Efforts & "MY VA" • IMC approach • • • • •

Twitter: All official statements, use of personal handles, 24 hour information Youtube: videos demonstrating new scheduling software (build trust) Facebook: Communicating with veteran groups Instagram/Snapchat: veteran takeovers Linkedin: Contracting private physicians

• Development of My VA • • • •

Clearly communicated core values Weekly Webinars Community input into all future amendments 24 hour hotline and community forum

• Mobile App Partnerships & the VTP • Uber, Lyft, Waze

Long-term Initiatives • Consolidation Project

• Removing corruption

• 5 year Expansion Project

• Increasing # of caregivers • Increasing # of facilities • Increasing public transportation

• Community Engagement Project

• Increase # of nonprofit/research partnerships • Lead new summit on the development of veteran care • Engage the veteran community • Fair practice rewards program • One month awards a VA facility 5 bonuses • Two months awards a VA facility 10 bonuses

Thank you! We hope you will consider implementing our plan.