Communications Strategy Development, Brand Development and Campaign Launch:
Multi-organization Community Collaborative for Quality Improvement
Goals:
Create a unique brand and to develop and implement a strategic communication plan that demonstrated the value proposition of the collaboration of three entities--Taconic IPA, a 4,000-member physician IPA; MedAllies, an electronic health information services provider; and Taconic Health Information Network and Community (THINC), a non-profit health quality convening organization and legacy RHIO--around a set of ideas promoting better quality health care delivery to the citizens of New York's Hudson Valley.
Working with the leadership of all three organizations, Health2 Resources set out to meet the following objectives: (1) pinpoint the key messages and core ideas that were central to this new entity; (2) create a brand that encompassed the ideas in a tangible, communicable way; (3) position the executive leadership of the organizations as key thought leaders on the national stage relating to electronic health records, health information exchange, care coordination and practice transformation; (4) increase the visibility of the new entity as a whole and, in the process, spotlight accomplishments of the collaborative organizations; among state and federal policy makers (5) demonstrate that audiences recognize that the client’s ideas and concepts can be used elsewhere to revolutionize community health care transformation.
Approach:
Creation of a brand identity for three organizations, the Hudson Valley Initiative, and development of a multidimensional strategic communications plan informed by dozens of stakeholder and leadership interviews, and evaluation of the related trends, relating to the group's challenges and needs. The work included logo development, positioning, key principles and statements of agreement, brand messaging, vision and mission statements, and a three-tiered communications campaign. A website was produced to support the ideas of the three organizations, now defined as "The Hudson Valley Initiative" www.hudsonvalleyinitiative.com.
The Health2 Resources Team work to develop a strategy along each of the following channels:
- Communication channel support
- Research dissemination support
Results:
Within six months of campaign launch, the Hudson Valley Initiative hosted multiple delegations of policymakers at the federal and state level. All delegations were interested in learning more about the work of the Hudson Valley, lessons learned around its rapid deployment of medical home practice transformation, high EHR adoption rates among primary care providers and use of health information technology across the community, patient-centered medical home, advanced primary care and accountable care organization evaluation. The community has become a resource for federal and national educational and outreach efforts and a source for media and others requesting testimonials on lessons learned and expert practices.
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