mapping the g a p
table of
CONTENTS
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executive summary
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situation analysis
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swot
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strategic plan
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creative plan
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timeline
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media plan
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evaluation plan
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budget
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appendices
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work cited
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executive summary The The University of Kansas Department of Family Medicine offers four main components: it advances the health of the people of Kansas and beyond through high quality outreach, patientcentered care, innovative research, and education of the next generation of physicians. The Department of Family Medicine has two main entities, the clinical and the research sectors. Its mission statement for the clinical division states: “ Our world-class team of physicians provides exceptional care to your entire family, from newborns to senior citizens. We are committed to helping you stay healthy and improving your quality of life.” The mission statement for the research division states: “Our research division explores the delivery and utilization of health care in the reign and beyond. Our research laboratory is the world and we study people in their authentic environment with the goal of making everyone healthier.” From conducting extensive research on the Department of Family Medicine, we recognize that internal communication barriers exist between the clinical and research divisions. This also relates to the lack of brand awareness towards the external environment, which is essential to gaining the trust of patients, as well as long-term sustainability. The Department of Family Medicine does not have an established brand identity that resonates with its audiences. Additionally, its brand identity lacks a direction. This is an enormous challenge for the Department of Family Medicine and will require effective and efficient strategic messages. The question our research aims to address is how to communicate internally and externally to the KUMC administration, KUMC researchers and doctors, patients, and their own personnel. We have reached the conclusion that the Department of Family Medicine should aim to create a strong, cohesive brand identity. Creating a strong brand is how the department will achieve top-of-mind status within the community. Top-of-mind is important in growing a strong brand because people do not need a doctor constantly. However when they do need one,
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Additionally, its brand identity lacks a direction. This is an enormous challenge for the Department of Family Medicine and will require effective and efficient strategic messages. The question our research aims to address is how to communicate internally and externally to the KUMC administration, KUMC researchers and doctors, patients, and their own personnel. We have reached the conclusion that the Department of Family Medicine should aim to create a strong, cohesive brand identity. Creating a strong brand is how the department will achieve top-of-mind status within the community. Top-of-mind is important in growing a strong brand because people do not need a doctor constantly. However when they do need one, they should immediately think of the Department of Family Medicine. Because of the social engagement our strategies will create, the department’s brand and community connections will flourish.
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meet the team
morgan morris denver, co
colin gregory overland park, ks
emma baker east lansing, mi
bria strickland odessa, mo
emily downey chicago, il
jacquelyn null altus, ok
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our “why� Uncharted Communications Solutions is a group of young, result-driven innovators prepared to face the unknown. We are facinated by what could be and go the extra mile to get the results our clients are looking for. We boast a diverse background of Account Executives, PR and Marketing specialists, branding experts, and graphic designers. We are confident that we are the right firm for anyone looking to make a splash in their field. We are committed to our clients, and represent their best interests for success. We are an assorted group of students, from our hometowns to our hobbies, which allows us to see several different perspectives and each bring something new to the table. We are here because we believe our skillset and expertise lends itself perfectly to the Department of Family Medicine.
Let us tell your story.
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situation analysis
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“it doesn’t matter
what stor y we’re telling,
we’re telling the stor y of family
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-erica lorraine scheidt
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our goals 1
increasing internal communication
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increasing internal branding
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increasing external communication
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increasing external branding
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fostering community outreach
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building community knowledge
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developing a social media presence
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client: kumc’s department of family medicine location The KU Medical Center Department of Family Medicine Clinic is located in the University of Kansas Medical Center medical office building that is directly connected to the hospital. KU Medical Center is centrally located in Kansas City, Kansas close to Westport and the Country Club Plaza. The hospital is easily accessible via I-35. The Family Medicine Clinic primarily serves the Wyandotte County community.
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client: kumc’s department of family medicine
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ownership The Department of Family Medicine is a branch of the KU Medical Center. The medical center is a part of the University of Kansas.
structure The department is split between two factions. There is the clinical division, which handles the day-to-day activities of treating and processing patients. Then there is the research division, which works on a myriad of projects in the community. A big focus of the division is to improve the health disparity in Wyandotte County by helping the infrastructure. Promoting health among the vulnerable is a huge component of the research division.
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partnerships The department currently partners with Wyandotte High School and Northwest Middle School for the BullDoc Free Clinic. BullDoc is a clinic, free of cost, developed and ran by medical students offering medical services for students unable to otherwise see a doctor. The medical students are supervised by Family Medicine physicians. This clinic is partially funded through donations. JayDoc is another partnership that the department has. It is similar to the BullDoc program in that medical students also run the clinic, however JayDoc serves the whole community. It offers care to uninsured patients in the Kansas City area. This clinic is also involved in the community by participating in health fairs, as well as other community events. The department also is partnered with the KU School of Law, and they offer access to free legal care for its patients.
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client: kumc’s department of family medicine
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ser vices: clinical + research divisions overview The department is dedicated to patient care, research, and education. The department offers a variety of health services for all ages ranging from infants to senior citizens including: general and preventive medical care for adults, pediatric care, adolescent medicine, women’s health which includes obstetrics, family planning, geriatric medicine, mental health services, small surgical procedures, immunization, and access to free legal aid through KU School of Law. They accept all major forms of health insurance. In addition to patient care, the department has a research division focused on researching the underserved communities in Kansas. KU Medical Center is a teaching hospital, and the department also trains medical students.
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ser vices: clinical + research divisions diverse services The Department treats infants, children, and adults of any age. According to the department’s website the services they offer are: 1. General care for adults 2. Pediatric care for children 3. Women’s health care, including obstetrics 4. Family planning 5. Geriatric care 6. Mental health care 7. Minor surgical procedures 8. Immunizations, flu shots and allergy treatment 9. Adults with Down Syndrome clinic
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perceptions
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Two surveys were created and distributed to gain a better
Social media platforms like Facebook and Twitter are rarely
understanding of the internal perception of the employees
used, and are ineffective in relaying information. Therefore,
within the Department of Family Medicine, and for the
to most effectively communicate email should be used as
external perception of patients who visit the Department
an internal device rather than Facebook and Twitter.
of Family Medicine.
tions relating to how they heard about the department, if
The survey given to employees included questions
The survey given to the patients included ques-
pertaining to their overall happiness working for the de-
they would recommend the department to other people,
partment, how long they have worked for the department
where they live whether it be in the city or a suburb, how
and their role, internal communication between the clinical
long they have been a patient, whether they use a smart-
and research divisions, the knowledge of what the two
phone and the internet, and how they like to communicate
divisions are working on and about the achievements that
with their doctors.
have been earned.
visit the Department of Family Medicine over other clinics
The employee survey results indicated, almost half
The patient survey results indicated, most patients
of the faculty working within the Department of Family
because they accept their insurance. On average, patients
Medicine believe they don’t know their colleagues well at
normally visit 2-4 times per year and have an overall posi-
all. This disconnect is problematic because employees work
tive perception of the Department of Family Medicine and
more efficiently with people they are comfortable and fa-
the staff that work with them. The positive experiences
miliar with. Also, it was found that email is the most efficient
patients have had have lead them to be very likely to rec-
and preferred way to communicate with colleagues and
ommend the department to others.
other divisions.
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environment 1. geography 2. economics 3. politics 4. social/cultural issues 5. financials 6. diversity
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geography
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The Department of Family Medicine is a part of the Uni-
The second deadliest disease is of the heart. 172.0 out of
versity of Kansas Medical Center (KUMC). This center is
1,000 individuals die of heart disease, (“Health Profile |
located within Wyandotte County in Kansas City, Kansas.
Wyandotte County,” 2015).
21.3% of the Wyandotte County population self-reported
Notably, 28.1 out of 1,000 individuals die of diabetes.
poor health in 2015, (“Health Profile | Wyandotte County,”
Diabetes and obesity are the greatest concern of the
2015).
Wyandotte population, themselves. Diabetes Prevalence
Race: The majority, at 43.1%, is white. Followed by a hispanic population of 26.6% and a black population of 24.7%. Asian, American Indian, and all others make up less than 5 percent, (“Health Profile | Wyandotte County,” 2015). Age: Ages 18-44 makes up the largest number of the population at 58,548 people. Followed by the 45-64 age group. Education: 22% of the population has finished less than high school, 33% finished at high school, 22% have some college background but no degree, 7% graduated with an associate’s degree and 11% graduated with a bachelor’s. Just a mere 5% have a graduate degree, (“Health Profile | Wyandotte County,” 2015). All of these percentages are below the national averages. Healthcare: Cancer is the leading cause of death for Wyandotte County, at 221.6 out of 1,000 individuals. The national average is significantly lower, at 168.5, (“Health Profile | Wyandotte County,” 2015).
is at 12.9%, a +65% within 7 years. Obesity Prevalence is at 38.3%, a change of +37%. Other concerns are the aging population, high poverty rate and high percentage of those uninsured, (“Health Profile | Wyandotte County,” 2015). .Transportation: In most areas of Wyandotte, the base bus fare is $1.50, with express routes costing slightly more. Seniors, youths and riders with disabilities can qualify for a half fare. 31-day pass for local service is available for $50, and includes routes to Kansas City, Johnson County, Wyandotte, County and Independence, (“Kansas City Kansas-Transit, “2016) The Day Pass is $3.00 and is available and includes routes in Kansas City, Johnson County, and and Independence buses. It is also accepted on local bus routes in those areas, as well as Wyandotte County, (“Kansas City Kansas-Transit,” n.d.). The website provides driving directions to reach the facility, but not bus directions, (Family Medicine Clinic Location, (n.d.).
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Wyandotte County is one of the main industrial centers of the Kansas City area. Some of the major industries in the county include meat processing, railroads and automobile manufacturing. The economy is boosted by attractions like the Legends Shopping Center, the Kansas Speedway, and Schlitterbahn Waterpark. Furthermore, two Kansas City sports teams play their home games in Wyandotte County: Sporting Kansas City (soccer), and the Kansas City T-Bones (minor league baseball).
66 percent of the civilian population of Wyandotte County is in the labor force (Wyandotte Census, 2015) The unemployment rate of the county is 6 percent (Wyandotte County 2015), which is higher than the national rate of 5 percent (Poverty Census). The rate in the state of Kansas is 4 percent. The poverty rate is 24 percent, which is well above the national average of 14 percent (Bureau of Labor, 2015). Over 20 percent of the population earns less than $10,000 a year.
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economics White households earn roughly $14,000 more per year than black households in Wyandotte County. (“Town Charts,� 2015).
Below is a chart from the US Census Bureau, showing some statistics on the current state of businesses in Wyandotte County.
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politics Twenty million Americans have gained health insurance under the Affordable Care Act, a.k.a. Obamacare. This represents a significant expansion, but enrollment has lagged projections made when the law was enacted in 2010. The fourth Obamacare open enrollment period starts a week before the election, with higher premiums and fewer choices than last year. Trump originally said that he seeked the repeal of Obamacare on his first day in office, and pledged to end the individual mandate that requires most consumers to buy coverage or pay a penalty. On the other hand, he voiced support for a very popular provision of the Affordable Care Act that prohibits insurers from denying coverage or charge more to people with pre-existing conditions. Most health policy experts agree that he can’t guarantee coverage to everyone without an individual mandate (“Money Questions,” n.d.). Now that Trump is the President-elect, he has announced that he isn’t going to repeal the Affordable Care Act. After his campaign he had the time to Google what Obamacare was and he decided that it wasn’t so bad and that it made a lot of sense to him (Borowitz, 2016). Regardless how the industry has changed and tried to adapt to the significant increases in costs, more and more American’s are without health insurance. Many of the American’s that do have coverage have seen their plan coverage shrink and the prices rise (mplans, n.d.).
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social/cultural issues
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In Wyandotte County, Kansas, the population is made up of 66.9% White alone, 24.3% Black or African American alone, 1.3% American Indian and Alaska Native alone, 4.1% Asian alone, 0.2% Native Hawaiian and Other Pacific Islander alone, 3.1% of two or more races, 27.7% Hispanic or Latino, and 42.1% White alone, not Hispanic or Latino, (U.S. Census Bureau, 2015).
According to a Mintel report, “Black Consumers’ Diet and Wellness,” Black house-
holds allot a lower portion of their household spending to healthcare and medical expenses than non-Black households, 5 percent versus 7 percent per the Bureau of Labor Statistics(Ahuile, 2009). However, a higher portion of Black household spending for health care is allotted toward health insurance (Ahuile, 2009).
Hispanic women aged 55 years and older are more likely than other groups of
Hispanics to agree with various statements that contribute to healthy living, according to a Mintel report, “Hispanics’ Diet and Wellness.” Also, hispanic women act as the caretakers for family groups, therefore they are likely to influence the health choices of family members. Regardless of language preference, slightly more than half of Hispanic adults gather health information from their doctor. But, when asked if they primarily count on their doctor to guide them on medical and health matters, “Spanish-dominants” are more willing to trust the authority of a doctor, while “English-dominants” prefer to get their information from sources like the internet.
Asian Americans are unlikely to visit their doctor as part of their overall plan for
leading a healthy life, according to a Mintel report, “Asian Americans’ Approach to Health and Wellness.” However, when they do see a doctor, they don’t necessarily rely on their doctor to guide them on the medical and health matters compared to other ethnic groups (Ahuile, 2012). This may be credited to a lack of trust and communication between the two parties.
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Currently, there is no foundation behind the Department of Family Medicine. It is paid for through grants. There is a small amount coming through the state on the clinical side, but all research employees’ salaries are paid through high-profile NIH grants. According to the Census, Wyandotte County has a median household income of $39,042 compared to Kansas City’s median household income at $59,171 and the total United States of $53,046 (“Wyandotte County”, 2015). Wyandotte County has a 24 percent poverty rate and 8 percent of the Wyandotte County is unemployed.According to Forbes, the average family of four spends about $24,671 a year on healthcare. This number rose by 6 percent since 2014 of $23,215. (“Annual Healthcare Costs for a Family of Four at $24,671”, 2015). According to Mintel Reports, Americans spent together about $2.1 trillion dollars in healthcare in 2015 (Mintel Reports, 2015). In 2015, research shows that workers pay an average of $1,318 out of pocket before health insurance begins to cover their bills. This has changed by more than $500 in the last decade being $584 a decade ago after paying each month of $89 in health insurance premiums. Healthcare cost continue to rise and people are finding themselves in a pinch because they ultimately rising faster than their wages. In a Time article, Altman states, “If wages were keeping up with the growth in cost sharing, it wouldn’t be as big of a deal for people,” Altman says. “But the pain level is significant. It really affects family’s budgets” (“Here is How Much the Average American Worker Has to
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Pay for Healthcare”, 2015)..
financials
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KUMC Family Medicine Clinic primarily serves to the community of Wyandotte County. Wyandotte County is the
diversity
most diverse county in the state of Kansas. The county has an estimated population of 163,369, as of July 2015 (Quick Facts Wyandotte County, KS, April 1, 2015). The population is comprised of 43.3% White, 27.7% Hispanic, 24.3% Black, 4.1% Asian, 1.3% American Indian, and 0.2% Pacific Islander. 3.7% of the population identifies as two or more races. 15% of the population was born in a different country. The hispanic population for the county is double the overall Kansas rate of 12% (Quick Facts Wyandotte County, KS, April 1, 2015). In addition to being racially diverse, Wyandotte county has a rather young population. 28% of the county is under the age of 18, 61% is between 18-64, and 11.4% is over the age of 65 (“Census Profile: Wyandotte County, KS”). According to the census data, 50.4% of the population identifies as female, and 50% identifies as male (“Census Profile: Wyandotte County, KS”). There are 58,057 households in the county. Approximately 25% of these households’ report that a language other than English is spoken in the home (Quick Facts Wyandotte County, KS, April 1, 2015). The breakdown of the household types include: 53% married couples, 20% female households, 9% male households, and 18% non-family households.
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market
Size: The revenue from primary care is significant, at $248 billion dollars. The market has grown by 3.6% within the last five years, (Primary Care Doctors in the US: Market Report, 2016). “The vital nature of the Primary Care Doctors industry’s services has contributed to strong demand over the past five years, as has the aging of the population,” (Primary Care Doctors in the US: Market Report, 2016).
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Competition Direct: The Department of Family Medicine has two
Indirect: The Department of Family Medicine’s separation
divisions that are full of direct competitors. The clinical
from KUMC as its own division distances it from compet-
division matches the competitors at Southwest, Mercy, and itors that are more directly associated with the medical Providence hospitals. On the research division, they do
center as a whole.
similar medical research to the KUMC Research Institute
- Truman Medical Center
division. Though the Department of Family medicine has
- Shawnee Mission Medical Center
its differences, some patients and scholars do not see the differences as clearly. From the Department of Family Medicine website it’s listed that some of the things offered are exactly what going to a hospital could identify. According to the Southwest Medical Center’s website, research for clinical quality is conducted and family medicine
-Saint Luke’s Health System
The Department of Family Medicine supports the entire family’s medical needs. In this way it is similar to hospitals that welcome all people. It is also similar to other research departments because their goals and how they get to those goals are the same by technical outcomes.
doctors are available. Information from KUMC Research Institute’s webpage suggests that the Department of Family Medicine often go after similar, if not the same, grants that the KUMC Research Institute does. They also have a similar mission to advance the capabilities of faculty through research to benefit the public (About Us, n.d.). - Southwest
-KUMC Research Institute
- Mercy
- Providence
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Market Share: There are no companies with a dominant market share in the primary care industry, but an estimated 174,933 businesses countrywide, (Primary Care Doctors in the US: Market Report, 2016). This is most likely because people attend clinics within a close distance to their homes. Perception: Through our primary research we found the overall perception of the department to be strong. According to our patient surveys, it gains credibility through the KU brand. However, the value in the family medicine department is lower than those of specialty departments. Value Perception: The perception of KUMC Department of Medicine is valued high amongst its audience, but not as strong as the average American citizen’s primary care perception due to daily traumas experienced in the county.
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market share+perceptions 45
Demographics The audience of the Deparment of Family Medicine within Wyandotte county has an overall average of lower education levels and and income than the average county. From the statistics indicated on the survey, most of the current clients are white, with a presence of black and hispanic races as well--much like the overall population of Wyandotte County. Most drive to the clinic when visiting for an appointment. Most individuals who are attending the clinic also have at least one family member who also attends the clinic. However, perhaps suprisingly, many are the only people in their families who attend the Department of Family Medicine’s clinic. There is a slightly higher percentage of females to male, but the numbers are close. The most common number of visits for those who filled out the survey is 2-4 times a year. However, there is a large portion of the Wyandotte population that does not attend a doctors visit at all during a full year. We must work to brand ourselves both with current clients, their families and unknowing individuals throughout the county.
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audience Psychographics Most individuals who chose or concider the Department of Family Medicine do so because it is a clinic their insurance takes. Most of these individuals do not pay attention to rating online, rather trust and are satisfied with the service they recieve. (Within our survey, most indicated attitude towards patients was a strength.) However, healthcare oftentimes isn’t as prioritied as it is in other, higher-income counties. These individuals often only go to see a physician when there is something wrong. Oftentimes they skip signing up for annual checkups and suggested screenings. Most aren’t even aware of the research division or familar with the work it does. The challange for us, then, is exciting them about the various aspects of healthcare and showing the importance of healthcare as it plays into everyday life.
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Sophie Johnson is a single women, aged 55. She is the eldest of three generations whom attend the clinic. She is the caretaker and influencer of the household. She lives in Wyandotte county and attends KUMC’s Department of Family Medicine due to its proximity and it’s ability to take her insurance. She has a car so getting to the facility isn’t too difficult. She attends the clinic about three times a year and is in fair health. Instead of self-diagnosing herself via the internet, she instead trusts her doctor’s expertise. She would prefer face-to-face contact with her doctor, but also is comfortable using her phone when it’s convenient.
Lucas is 30-years-old, he has a high-school education and is currently employed. He has a 7-year-old son, Isaac.
Isaac qualifies for Free Lunch, as does 80% of Wyandotte County--but the food isn’t extremely healthy, causing Isaac to be slightly overweight.
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target audience First, meet Dr. Kohler, she is a white, 38-year-old. She has been working at KUMC’s research division of the Department of Family Medicine for six years. She prefers communicating by email frequently. She finds meetings informative, but sometimes feels left out as a researcher. She somewhat knows employees, but only from her time at the hospital. She doesn’t live in Wyandotte, but rather commutes in each morning. Next, Dr. Gardner, he is a white, 46-year-old. He’s a clinical doctor that prefers texts and phone calls for communication, as his smart phone is always on him. He has worked for the department for 4 years and is also an assistant professor. He prefers quick emails to get information from his colleagues, as he is so busy. He is proud of the work he does improving the health of the community, but he does not really know what the research division does. He commutes daily to Wyandotte county.
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strengths Overall Medical school is ranked high (#69 on research, #40 primary care) Credible doctors Research and clinical work Education (only medical institution that trains doctors in the state of Kansas) , teaching hospital, training Research going on all around the community and state Doctors are engaged in community Responsible- Keeps booking balanced Innovative- able to adjust easily with budget cuts Whole family treatment Holistic approach Only medical clinic providing walk in services Only department that has its own floor Location
opportunities Location of office Families involved in the hospital for other reasons Located in one of the top-ranked hospitals in the area People always need medical care/assistance Market is unsaturated- less competition People within the department to feel better in what they are doing in the community to highlight what they are doing in the department Affordable Care Act gives benefits to people that are in need of primary care Increase use of social media, mobile, internet Increase in cost of insurance, interest in wellness Baby boomer generation getting older and catering to those patients accordingly Young market to tap into (Locals age 18-44 are the biggest segment of Wyandotte County’s population) High level of industrial jobs in Wyandotte County creating a need for increased physical treatments High prevalence of diabetes and obesity No branding = the ability to mold the brand
weaknesses
Communication, poor internal communication, poor use of online media outlets Lack of fluent alternative languages as a whole Phone request translator, pay Frustration with patient due to frustration b/c of barrier Research based (lowers trust) Teaching hospital Some doctors are not engaged in the community, some do not live in Wyandotte county (socioeconomic divide). Communicating successes, Missing synergy -opportunities in what other departments are doing Do not look unified with other departments (unorganized) Location Poor external feedback on research project Disconnect between the research and clinic divisions
threats
Location in terms, of large amount of construction to hospital and area. Also highly congested area of city. Transportation Wyandotte Co is the lowest ranked county in health indicators in the state of Kansas Forty percent of individuals age 18-44 within Wyandotte county are uninsured. Language Field stigma (external and internal audiences) Budget cuts in Kansas Social and economic needs (threat in terms of how message will reach audience), poverty rate Wyandotte County ranks low in health outcomes
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The principal challenge the Department of Family Medicine faces is the lack of internal and external communications of the organization and its mission. After conducting extensive research on the Department of Family Medicine, we recognize that internal communication barriers exist between the clinical and research divisions. This also relates to the lack of brand awareness towards the external environment, which is essential to gaining the trust of patients as well as long-term sustainability. The Department of Family Medicine does not have an established brand identity that resonates with its audiences. Additionally, its brand identity lacks a direction. This is an enormous challenge for the Department of Family Medicine and will require effective and efficient strategic messages.
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the challenge
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our takeaways ^
r majo
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1
As indicated in the survey, almost half of the faculty working within the Department of Family Medicine believe they don’t know their colleagues well at all.
2
Over half of the population of Wyandotte county has never attended a single college class. A mere 5% have a graduate degree, while individuals within the Department of Family Medicine have all achieved high levels of academic success. So understanding the audience is essential to designing an effective communication plan.
3
In 2015, 21.3% of the Wyandotte County population self-reported poor health. According to a survey, diabetes and obesity are the greatest concerns of the Wyandotte population themselves--with a steady increase over the past 7 years in both categories.
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the strategic plan 1. increasing internal communication 2. increasing internal branding 3. increasing external communication 4. increasing external branding 5. fostering community outreach 6. building community knowledge 7. developing a social media presence 57
Objective 1: Improve internal communication between the clinical and research divisions in KUMC Family Medicine Department throughout the campaign and afterwards over a course of 11 months.
Strategy 1.1: Create a department newsletter released bi-monthly. Tactic 1.1.1: Sample Newsletter template Strategy 1.2: Create a research event where the Department of Family Medicine showcases the research they have been working on with other colleagues and KUMC departments, as well as community members within Wyandotte County.
Tactic 1.2.1: News Release Tactic 1.2.2: Emails Tactic 1.2.3: Bulletin Tactic 1.2.4: Fitbit Tactic 1.2.5: Facebook Tactic 1.2.6: Poster
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Tactic 1.2.4: Community Center space to hold event
objectives + strategy
Strategy 1.3: Create friendly competition through a hat, gloves, and coat drive that mixes researchers and clinical doctors between two teams to foster internal communication, as well as community outreach. Tactic 1.3.1: T-shirts and buttons to distinguish teams from one another. Tactic 1.3.2: Tracking bulletin board to show progress and boost moral. Tactic 1.3.3: Location for donations Tactic 1.3.4: Prize for winning team Tactic 1.3.5: T-shirt Tactic 1.3.6: Masseuse Tactic 1.3.6: Buttons
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Objective 2: Improve community perception of KUMC Family Medicine throughout campaign and afterwards by increasing brand recognition by 30%. Strategy 2.1: Distribute step counters with our
graphic design and the company logo.
Tactic 2.1.1: Buy 500 step counters
Tactic 2.1.2: Graphic markup Tactic 2.1.3 Prize Money
Objective 3: Foster community outreach to enhance the brand image of KUMC Department of Family Medicine within Wyandotte county by gathering a total of 5% of the community for local events each year. Strategy 3.1: Collaborate with local after school programs, Wyandotte county’s Boys and Girls Club, churches, and Young Women on the Move Tactic 3.2.1: Research and find best after school programs in area Tactic 3.2.2: Foster good relationship with Mary Beth from Young Women on the Move and Tearle McCray from Wyandotte county’s Boys and Girls Club
Strategy 3.2: Foster an urban community garden by renting a few plots in each garden among the community to base events around.
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Tactic 3.3.1: Find and rent plots
Tactic 3.3.2: Print ad
Tactic 3.3.3: Radio ad
Tactic 3.3.4: Digital Media (Facebook ad)
Tactic 3.3.5: News Release Tactic 3.3.6: Banner
Objective 4: Amplify community knowledge by creating 30% more tangible content specific to the target audience’s needs by the end of our campaign.
Strategy 4.1: Create informational cards aimed to
decrease the prevalent obesity and diabetes problem in the county. Tactic 4.1.1: “Easy, quick, healthy recipes” card Tactic 4.1.2: “Vegetables grown in Kansas” card Tactic 4.1.3: “Easy exercises you can do anywhere” card Strategy 4.2: Hang “Doc Talk” posters in the bathroom stalls to be changed every season, explaining current problems and research being done.
Tactic 4.2.1: Sample Doc Talk
Objective
5:
on
Department
The
Create
external of
awareness
Family
Medicine
Facebook page by doubling the current about of likes by the final week of the campaign. Strategy 5.1: Increase likes on Facebook page Tactic 5.1.1: Free branded product for patients that like Facebook page (step counters) Strategy 5.2: Increase engagement and interaction on page
Tactic 5.2.1: Share our Facebook link sign
Strategy 5.3: Update Facebook page regularly Tactic 5.3.1: Create Facebook posts to go out on a regular schedule (must be relevant to your work).
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a
i t V EP la N
1. visual identity 2. hat + glove drive 3. doc talk 4. newsletter 5. stepcounters 6. research day 7. fb awareness 8. community garden 63
visual
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i dentity As indicated by the survey results, many individuals positively correlate the department with the KU brand. For this reason, we wanted to stick with an cohesive KU identity but also create a brand for the department of family medicine itself. As you can see, we have chosen to stick with the traditional crimson and blue, as well as the existing KU fonts. According to our survey, a big reason for the department’s sterling reputation is its association with KU, and the inherent trust that it brings. We believe the updated logo strikes a balance between being similar enough to existing KU properties, but distinctive enough to be unique to the department itself.
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hat + glove drive The drive will be competition-based, and the two teams will be a mixture of the clinical and research sides. We believe that the competition aspect of the drive will produce cohesion within the department as a whole. It will go a long way to making sure that members of the clinical and research
promotions
side get to know each other better, which will further internal
First we will be making a promotional video, ensuring
communication. The winning team of the competition will
the department they’ll have a professional and informative
receive free massages from a local masseuse.
video showcasing all the good that Delivery Day does. This video is meant to be shared by the staff on Facebook to promote the benefits of it to the community. The video will show the drawstring bags that we’ll be delivering the donated clothing in. The bags will be branded with the department’s logo. A news release will attract local media attention to the Delivery Day, and will be essentially free publicity for the event. The internal memo will help to spread awareness of the competition within the department. Shirts and buttons will augment team pride, and be fun ways to encourage competition. The bulletin board will be a place where teams can see how they’re doing, and whether or not they’re ahead or behind. All deliverables can be found in (appendix
66
a).
However the real victory is helping out those in need within the community. Making a tangible impact within Wyandotte county is a quintessential goal of the department. A winter clothing drive would help out the community in a meaningful way and further internal relationships within the department.
67
newsletter 68
doc talk
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pedometers Branding yourself within the community is an integral goal of our campaign. Encouraging healthy living is the focal point of your department. An idea that combines both of these goals is handing out Department of Family Medicine pedometers to patients. These will feature our new department logo, and will be made free of charge to any and all patients. The pedometers are a fantastic way to promote physical activity among patients, as well as brand the department as a symbol of healthy living within the community. Additionally, it’s another opportunity for added traffic to the Facebook page.
promotions The pedometers, or step counters, themselves are branded with the department logo. Having these out in the community will help establish the department as an encourager of healthy living. Additionally, the hashtag “#EveryStepoftheWay� will be included when patients post their progress for their team. The hashtag is an excellent way to brand the department on Facebook. We plan to further engage the community by having step challenges. All explained in detail in (appendix
70
d).
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You work hard, and your work should be showcased. We believe it’s time for the research division to get the recognition it deserves. But we don’t want to pitch just any other research day. We want to make it worth your while, worth your colleagues while. So we’ve designed an interactive two-hour period dedicated to your accomplishments, awards, and research. This event will not just be limited to faculty. Since the research of the department focuses primarily on Wyandotte county, we wanted to make it open to the community. This is because the research often goes unnoticed by the community, despite them being the focus. If the community were to be more aware of the department’s research that serves and responds to community needs, they would be more interested and willing to participate in other department events. Along with that, the community would begin to consider the department as top of mind for health research in the area. The day itself will start with an interactive “walk-around,” where researchers will have tri-folds displaying their latest studies and projects.
promotions Promotion for the event will be carried out over the department’s social media, primarily facebook. There will also be posters and fliers with information about the event throughout the office. Additionally, we created a press release for the event. The flyer will be used to promote the event both in the office, and on Facebook. This dual promotion will hit patients in the office and followers on Facebook. The news release will help to further spread news of the research day throughout the community. The employee memo will spread awareness of the Research Day internally, and
72
will to help find members of the panel. For more information, see appendix
e.
research day
73
fb awareness Establishing a strong social media presence is something that every business in the 21st century should strive to do. Social media is a fantastic way to connect with your community, and one that should be taken advantage of. More specifically, increasing likes and engagement with the department’s facebook page.
promotions There will be posters around the office that implore patients to like the department on Facebook. Additionally, many of our events, such as the pedometer challenge, will draw people to the page. `
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According to Harvesters, Wyandotte County ranks among the highest in food insecurity, at 20.5%. Additionally, 90% of children in the county qualify for free lunch. While school lunches must meet specific federal requirements, the decisions about what specific foods to provide and how they are prepared are left up to the school’s local food authorities. Oftentimes this gives children unhealthy foods that possess little nutritional value. For this reason, we have developed a plan to sponcer garden plots that would not only supply fresh fruits and vegetables for community members, but it would also establish roots in the community for relationships to flourish.
Community gardens are currently among the biggest urban trends, but it’s not one that many hospitals have taken advantage of. We believe that now is your chance to get ahead of the game. A community garden would go a long way to establishing stronger relationships with Wyandotte County as a whole. Moreover, it would encourage healthy eating and teamwork within the community. It would give children and families a healthier alternative to many of their current options. The objective behind the community garden is to foster community outreach to enhance the brand image of KUMC Department of Family Medicine within Wyandotte county. Promotion for the garden will be in the form of email blasts, news releases, and radio spots. Here is the radio spot we produced: (radio ad plays)
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urban community garden promotions
Radio Advertisements will start March 6, 2017 and run on two stations (101
KCFX-Classic Rock, and 94.9 KCMO-Classic Hits) through April 9, 2017. The radio advertisement will run Wednesday- Sunday during prime commute hours, those being 6 a.m.- 10 a.m. and 3 p.m. - 7 p.m. A new release will be distributed to local news organizations via email one month prior to the event. The news release features details about the grand opening event. Local news organizations and outlets will include; The Kansas City Star newspaper, Our Health Matters health and wellness magazine, KCTV (CBS-affiliated television station), WDAF-TV (Fox-affiliated television station), and KMBC-TV (ABC-affiliated television station). A digital media advertisement will be distributed to local news organizations to inform the public of the community garden plot’s grand opening that was created by the Department of Family Medicine. News organizations will include; The Kansas City Star newspaper, and Our Health Matters health and wellness magazine. Additionally, the digital advertising will be posted on the Department of Family Medicine’s webpage. Dual-Sided Tip Cards (business size) contain healthy living tips and recipes on one side and on the other will promote the grand opening of the community garden plot’s grand opening. These will be available at the Department of Family Medicine’s office at KUMC, and distributed at the garden plot’s grand opening. At the plots grand opening, we will place a banner on our plot--created to stay through the duration of the partnership with the garden. The banner will feature the department’s logo, and will be hung up at the garden. It’s a way to reinforce the fact that the garden is sponsored by the department.
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the timeline
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Our campaign will cover a span just shy of 12-months. We will start the campaign in December, with our first deliverable released on December 12th. Our last procedure will fall on November 9th, with an analysis within our evaluation plan.
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80
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media plan 85
evalutaion plan
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Surveys To evaluate how strong the Department of Family Medicine’s brand identity is, the department will distribute departure surveys after events. The Department of Family Medicine should compare the survey results with previous patient survey results. The Department of Family Medicine can also use the new survey to see how many people around Wyandotte county have heard about the different events and attended them. If approximately 50 percent of people who took the survey heard about the event and then 40 percent of the those people attend the event, then the event should be seen as successful.
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Google Analytics The Department of Family Medicine should check the analytics that Facebook offer throughout the duration of the campaign year. This would show how many people they are reaching and how many shares and likes are received. Facebook Key features: Create customize way to view insight Offers cross device reporting Reports conversations about the company on Facebook
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Focus Groups The Department of Family Medicine should conduct focus groups with people who attended the events. At least one attendee in each group should be a patient from the clinic. Sample questions: What event/s have you attended? Why do you believe the Department held these events? Did you learn anything from the event? If so what? Do you see a relation between the events? Based on the responses, the Department of Family Medicine can assess the success of the events. If a majority of the responses are positive and thought provoking, than the events were successful.
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radio KCFX $3,160.00 KCMO $3,160.00 KZPT $2,730.00 flyers research day $ 514.00 doc talk $ 514.00 community garden $ 514.00 business cards $ 936.00 t-shirts $1,200.00 buttons $ 67.50 drawstring bag $ 385.00 videographer $2,000.00 massages $ 375.00 fitbit
$1,800.00
step counters $2,500.00 prize money $1,000.00
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budget
community garden banner $ 180.00 fertilizer $
50.20
garden equipment $
59.96
gloves $ 105.90 drinks $ 106.00 plates $
14.52
cups $
38.40
napkins $
17.94
utensils $
20.82
food $2,000.00 garden stakes $ 168.50 garden plots $1,800.00 seeds $ 470.00
$24,891.74
91
the
appendices
a. hat + glove drive b. doc talk c. newsletter d. pedometers e. research day f. community garden
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appendix a
team shirts
hat + glove drive
team buttons
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internal memo December 1, 2017 Dear colleagues, Over the next few months, we will be having a department-wide winter clothing drive. The drive will benefit the local Boys and Girls Club of Wyandotte County. To incentivize donations for the drive, we’ll be having a staff competition with both the clinical and research divisions of the department. The winning team will get free massages from a local company. The drive itself will start December 15th, and go until January 15th. Please help your team and the community out by donating your gently used hats, gloves and coats. Donation boxes will be located at the front desk of the department. We encourage employees to get into the giving spirit of the holidays, as well as embrace the competition between teams. Teams will be announced within the next week in a future memo. May the best side win!
Sincerely, Jane Doe Communications Director
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news release News Release FOR IMMEDIATE RELEASE
FOR MORE INFORMATION, CONTACT:
Jan. 24, 2017
ColinGregory
Director of Media Relations 913-555-5555 cgregory@ku.edu
Department of Family Medicine to support the Community KANSAS CITY, Kan. – The Department of Family Medicine at The University of Kansas Medical Center will be donating Hats and Gloves to the community. The distribution of clothing collected by the department will be on January 31. The clothing will be donated to local churches and youth groups. Anyone in the Wyandotte County community is welcome to donate as well.
“The competitive way that our department is collecting clothing for the drive helps to support the
community in a fun way and feels rewarding,” Department Head Joe Person said. “The comfort and well being of the community is our foremost concern, and the clothing drive will help this in a more personal way.”
The department also plans to use the Hat and Gloves drive to promote their internal community.
“Once you hear the donation bell, we’ll all look up to see which team,” Person said. “We’ll also have a local churches opening their doors to the people who need the warm clothing the most.” Person also said the he hopes local Boys and Girls Clubs will enjoy getting clothing as well, which will promote a friendly community at an early age.
Person said that if this first clothing drive goes well, then the department would likely start addition-
al social responsibilities elsewhere in Wyandotte County. “This is definitely an idea that we’d love to have expand throughout the community,” Person said. “We really think that people are going to respond positively to our support.”
draw-string bags 97
appendix b template
98
doc talk
appendix c
newsletter
template
99
appendix d
pedometers branded pedometers
100
# hashtag
DOFM EVERY STEP OF THE WAY.
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internal memo September 1, 2017 Dear colleagues, As a department, we will be hosting a Research Day dedicated to the research division’s studies and projects. The day will be held on October 11, and will be located on the KUMC campus. Members of other departments within KUMC are invited to attend. Additionally, community members of Wyandotte County will have knowledge of the event from a press release distributed to local news outlets. Research Day will last two hours, from 5:00 to 7:00pm. It will consist of a panel of researchers, as well as tri-folds showcasing each researcher’s current project. We are looking for volunteers to discuss their research in the panel. Please let me know as soon as possible if you are interested. Sincerely,
Jane Doe Communications Director
P.S.
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appendix e
research day
digital icon (facebook)
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flyer
104
KANSAS CITY, Kan. – The Department of Family Medicine at The University of Kansas Medical Center will be hosting a research day to showcase the recent studies and projects of its research faculty members. The research day will take place on Thursday, October 11 and be located at KUMC. The event will last from 5:00 p.m. to 7:00 p.m. Anyone in the Wyandotte County community is invited to attend the event, which will provide information about the research that serves and responds to community needs. “The research department has done a fantastic job serving and responding to the community within Wyandotte County,” Dr. John Smith the Research Division Director in the Department of Family Medicine said. “The research division’s infrastructure has always been centered around responsive service.” The department plans to have a panel of faculty members from both the research and clinical divisions speak at the event. “Faculty members will share their involvement, research, experiences, and insights during the panel,” Person said. “We’ll also have a time slot before the panel designated to non-speakers to share their research on tri-folds.” Person also said the he hopes locals will take advantage of the research day, which will inform them of all the good the Department of Family Medicine researchers have been doing for the community. “Our goal is to blend research, advocacy, service, and student learning activities in an effort to change the health care system and improve the health of underserved Kansans.” Person said that if this first research day goes well, then the department will likely make it an annual event. “The Research Division works hard to legitimize a research approach that serves and responds to community needs, builds a platform to support new work led by the next generation of faculty, and produces cutting-edge scientific discovery,” Person said. “We really think that people are going to appreciate learning about how our research has been positively affecting the Wyandotte community.”
press release 105
appendix g
tip sheets
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community garden
Title: Strengthen Your Community Roots Client: The Department of Family Medicine Length: 30 seconds MUSIC: Acoustic, happy (Under) ANNOUNCER: (Feale voice, upbeat)
Is there anything worse than flavorless, mass-produced vegetables from the supermarket? Of course not! Well never fear, the K-U-M-C Department of Family Medicine can provide a better, tastier alternative! Join us for the opening of our community garden, which is for the people, by the people! On Saturday, April fifteenth, all Wyandotte County residents are welcome to come and plant their own seeds. Come join us at the gardens on Tenth and Grandview Boulevard from noon to three for an afternoon of food, activities and fun! That’s Saturday, April fifteenth from noon to three at Tenth and Grandview. Join us to save money, eat healthier, and strengthen your community roots.
MUSIC: (Fade, out at :29)
###
radio ad 107
poster+digital media ad
fb banner + garden banner 108
garden press release Department of Family Medicine to fund community garden
KANSAS CITY, Kan. – The Department of Family Medicine at The University of Kansas Medical Center will be breaking ground on a new community garden. The garden will start in the spring, and be located at _____. Anyone in the Wyandotte County community is welcome to use the garden, which will grow a variety of vegetables and fruits.
“The garden is a fantastic way to connect with the community and promote a healthy diet,” Department Head Joe Person said. “The health of the community is our foremost concern, and the garden will help this in a more personal way.”
The department also plans to use the garden as a jumping-off point to community events. “Once the garden gets going, we’ll have a seasonal cook-off that will use ingredients only from the garden,” Person said. “We’ll also have a local chef demonstrate some easy dishes you can make using these ingredients.” Person also said the he hopes local Boys and Girls Clubs will take advantage of the garden, which will promote a healthy diet from an early age.
Community members can plant whatever they want, and the department will be recommending different fruits and vegetables that will grow best in each season. The department will also be providing seeds at the KU Medical Center. These are free of charge to patients of the department. Person said that if this first garden goes well, then the department will likely start additional gardens elsewhere in Wyandotte County. “This is definitely an idea that we’d love to have expand throughout the community,” Person said. “We really think that people are are going to respond positively to our gardens.”
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primar y research sur veys faculty
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patient
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work
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