www bocatc org Public Awareness Empowering Consumers to
www. bocatc. org Public Awareness: Empowering Consumers to Seek Certified Professionals Cyndi Miller Murphy MSN, RN, CAE Executive Director Oncology Nursing Certification Corporation
Objectives: Public Awareness. Empowering Consumers to Seek Certified Professionals Identify the three most important target audiences for the promotion of certification Describe the strategies that can be used to reach multiple target audiences in one effort Delineate the process and resources required for a certification public awareness campaign
Certification Makes a Difference GOAL: Empower consumers with information about certification while also reaching other target audiences MESSAGE: Oncology certified nurses make a difference to the patients they care for and to employers who seek to staff their facilities with skilled and experienced oncology nurses
Designed to empower women and their families to be more knowledgeable health care consumers The goal of Just Ask was to promote the certified nurses' expertise, knowledge and commitment to quality care. ■ Nurses become specialized through work experience – not advanced education. ■ NCC certified nurses complete a rigorous examination & engage in lifelong learning. ■ Certified nurses are everywhere – but unrecognized.
Target Audience Patients and Caregivers Did you know? There IS a difference… Just Ask
Target Audience Employers and Institutions You provide the best technology. Provide your customers certified staff… Just Ask
Target Audience Nurses Certification Advocates You owe it to yourself to be the best! Certification is more than a letter behind your name… Just Ask
ONCC Website Certified nurses: ONCC advocates and ONS chapters AUDIENCES REACHED 4. 5 minute DVD features cancer survivor and daughter, certified nurses and nurse manager DISTRIBUTION MEDIUM Certification Makes a Difference Viewed by Nurses, employers Out-patients in clinic and physician waiting areas Inpatients on closed-circuit hospital TV channels
PROMOTION DISTRIBUTION LONGEVITY • • Direct Mail Broadcast Emails Web Display Ads Social Media • Broadcast TV • Large Demographics • Top- rated NICUs • 18 months of staggered TV broadcast • Continued Web/Social Media presence
Development Timeframe 2 months RFP Select contractor 4 months Concepts Story Boards Script Secure facility for filming Hire actors 2 weeks Filming Editing Approvals Launch campaign
Strategy, Creative and Storyboards Production and Distribution
Certification Makes a Difference Strategy, Creative, Storyboards, Scripts, Production
ONCC’s Responsibilities • Budget development • RFP-review-selection of company • Communicate goals and concepts to communication company • Set deadlines • Approve all scripts, copy, timelines, facilities
• Recruit nurses for participation • Initial contact with filming facility • Presence during filming • Review and feedback on DVD and all collateral materials • Distribution of DVD and collateral materials
• Meet with ONCC and develop understanding Contractor’s Responsibilities of the project goals • Develop plan and concepts • Secure facility permissions for filming (UPMC Hillman Cancer Center)
• Interview nurses for inclusion in DVD • Hire “talent” (actors) • Subcontract DVD production team
• Develop story-boards and attain ONCC approval • Write script and attain ONCC approval • Direct on-site filming • Edit DVD and attain ONCC approval
• Secure original music for video • Produce all collateral materials: DVD “jacket”, brochure, poster, mailing packets • Duplicate DVD
• Concepts • Script • Story Board
Certification Makes a Difference DVD Settings • Patient’s home • University of Pittsburgh Medical Center Hillman Cancer Center • in-patient and out-patient units
• Actors Hired by communications company • Nurses Selected by UPMC/ONCC • Script Written by communications company with major revisions by ONCC
Film Production • Location (permits, insurance and schedules) • Casting (talent and volunteers) • Filming • Editing
PROMOTION • Placement on website • Broadcast emails to constituency to access • Placement on
Direct Mail Promotion – ONCC- information to request free DVD and ancillary materials – NCC to constituents within viewing demographics with time of airing
Direct mail to institutions alerting them to the ad campaign and the fact that viewers were going to Just Ask
Display Ads though CBS regional websites Display Ads through Amazon website
ONS National Conference • Continual loop in Certification Oasis • Certification Recognition Breakfast Special event for Certification Advocates
Budget for “Just Ask” 2011 2012 TOTAL Creative and Development $27, 000 $29, 000 Film and Distribution $166, 000 $250, 000 $416, 000 Promotion $13, 000 $15, 000 $28, 000 TOTAL $206, 000 $267, 000 $473, 000
Budget for “Certification Makes a Difference” Agency Fees $22, 000 Video Production $22, 500 Video Duplication $4, 000 Collateral Materials and Packaging $7, 500 Promotion $1, 000 TOTAL $57, 000
Empowering consumers to Just Ask for certified nurses
“Just Ask” Distribution – CBS Network per million views 2011 Markets Views Chicago, IL Miami, FL Raleigh Durham, NC Cincinnati, OH. 955 Total 2012 1. 775 1. 176. 570 4. 476 Markets Views New York, NY Los Angeles, CA 1. 809 Chicago, IL Dallas, TX Total 4. 650 1. 446 1. 027 8. 932
“ Just Ask” Distribution – Web per thousand views 2012 2011 CBS Markets Chicago, IL Miami, FL Raleigh Durham, NC Cincinnati, OH Total Views* 355 200 500 300 1, 355 CBS Markets New York, NY Los Angeles, CA Chicago, IL Dallas, TX Total • National • Amazon Display Views* 1, 025 414 376 561 2, 376 8, 711
Ongoing distribution “Certification Makes a Difference” Distribution • • • Packets distributed at all exhibits-professional meetings: 1, 500 Played on continual loop in the “Oasis” ONCC website-You Tube: 2, 000 views Packaged for “Certified Nurses Day” distribution (March 19) Promoted through ONS/ APHON Chapters
“Certification Makes a Difference” DVD use • Hospital TV channels • Outpatient waiting rooms • Certification review courses • Certified Nurses Day events • Orientation for new staff • Nursing and medical student rotations • Chapter meetings
• • • “Just Ask” Summary of Outcomes Increased engagement of certified nurses Increased number of applications for certification 9. 86% increase in new visitors to website 18. 63% increase in website visits 49. 05% increase in page views
“Certification Makes a Difference” Summary of Outcomes • 21% increase in initial exam candidates the first year • $231, 000 increase in test registration revenue the first year
Annual Applications for Initial ONCC Certification
“Certification Makes a Difference” Summary of Outcomes • 68% increase in website visitors three years after release of the program • 5% increase in employer support the second year
Employer Support for Certification
Thank you Cyndi Miller Murphy MSN RN CAE Executive Director Oncology Nursing Certification Corporation cmillermurphy@oncc. org 412 -859 -6234 Now it is time for your
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