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Marketing Your ASO/CHO
Thoughts and Ideas
Pat Risley
Risley and Associates
Teamwork - Problem Solving
- Step 1 - Identify the project (problem).
- Step 2 - Collect all information (data) related to the project (problem).
- Step 3 - Decide on a possible solution. Decide on success criteria.
- Step 4 - Build and test a prototype. See if it meets your success criteria.
- Step 5 - If the prototype meets the success criteria, you project is done. If not, go back and redo steps 2, 3, and 4.
What is the Goal
Why market the ASO/CHO?
- Determine what you are trying to achieve
- Garner recognition
- Promote specific programs
- Gain community participation
- Improve the lives of people
Know Yourself
- What is the Mission
- What are the goals and strategies
- What is your market/geographic area
- What audiences do you serve
- What programs/services do you offer or plan to develop
Getting Outside the Forrest to See the Trees
- Consider a focus group
- Develop a set of questions
- What do they know about the ASO/CHO
- What do they expect from an ASO/CHO
- How do people see the ASO/CHO
- What health problems are important
Who Are the People
- Know the demographics of the people you will serve
- Look for one of each age, ethnic mix, social strata and lifestyle
- Don’t find the "ringers"
- people who will tell you what you want to hear
- Turn to the council
- hospital, physicians, public health, school, neighbors and friends etc.
Location
- Easy access
- Parking
- Steps
- Restrooms
- 1 1/2 hours
- Provide cookies and beverages
Building the Image
- Use the feedback
- Pick your clothes carefully - it's the only one you'll wear
Building the Image
- Don’t let the computer fool you
- Hire a freelance designer
- Ask for a portfolio
- Share the findings of the focus group
- Ask for a one color version
- See the designed enlarged and reduced
- Stay with the program
Build the Contact/Mailing
- Find opinion leaders at the local, state and national level
- Include the business community
- Add the media
- Use flexible software to add information
- Be able to sort, mail merge, print labels
- Access
Face to Face Communication
- Talk it up
- Keep it positive
- Negative conversation will hurt
- 10 times vs. 20 times
- Public places and cocktails
Tools of the Trade
- Direct mail
- Every three contacts equals one mental impression. Three mental impressions equals remembering
- More than 200, consider bulk mail
- Offer a premium
- $10 school physicals
Newsletters
- On schedule, monthly, bimonthly, quarterly
- Use one color. Black ink on colored stock is the least expensive.
- Yellow paper equals yellow people
- Stay with words and screens
- Use a printers house stock for a discount
- Photos needs a "coated" stock
Newsletters
- Stay with common size
- Know the postal regulations for self-mailers
- Keep the type size appropriate for the audience.
- Over 40, use at least a 12 point type
- Keep the design simple
Press Release
- Newspapers
- Television stations, include cable
- Radio
- Churches
- PSA (public service announcements)
- Civic organizations
- Lyons, Optimists, ABWA, PTO
Bulletin Boards
- Waiting rooms
- Lobbies of providers and agencies
- Schools
- Senior centers
- Restaurants
- Laundries
- Telephone polls
Speakers Bureau
- Get five or six good people
- Have a passion for the program
- Develop an outline or presentation
- flexible
- Be good on their feet
- Consider speaking pointers
- local college
Website
Develop a web site with links
- Keep the web site current
- Promote the programs and services, include results
- Promote special community events
- Drug treatment
- Teen pregnancy
- Senior care
Throw a Party
- Have an open house
- Invite the public and the media
- Use poster/flyers
- New releases
- Small space ads
- Get coverage in the media
Membership Drive
Invite the public to join
- Institutional $200
- Commercial $150
- Government $100
- Patron $50
- Sponsor $25
Annual Report
- Develop an annual report
- Mail to the various support groups
- Foundations
- Politicians
- Key community leaders
- Toot your own horn and show the numbers
- Be a business and promote like a business
Lobby
Politicians need to know
- Send a letter to the representative and senators regarding the "good" things that are being done
- Invite the key leaders of the health committee to be public speakers and attend events
- Ask the public to send letters of support
- Provide the names, addresses, phone, fax, email
Plan a Campaign
Marketing Plan
- Situation Analysis
- Pediatric Market
- Product
- Payer Source
- Physicians
- Patient Origin
- Competition
- Market Share
- Promotion
- Marketing Objectives
- Marketing Strategies
- Programs
- Creative Platform
- Media Plan
- Support Program
- Timeline
- Budget
Give Credit
A community effort deserves credit
- When possible show all the agencies
- Be visible in the community
Keep up the great work!
You’re making a difference.
People to contact
Ray Williams, CEO
Sumner County Regional Medical Center
1323 North A
Wellington, KS 67152
316-326-7453 Ext. 299
RayWill@ink.org
Janine Gracy
316-326-7453
scho@idia.net
© CIRHM