HLTH 634-VERONICA WASHINGTON

BRIEF MARKETING PLAN OUTLINE

There are many variations in marketing plans. This abbreviated version captures the main ideas
of most. Fill in the outline with information that best describes the approach you would use in
marketing your health communication intervention.
I. Executive Overview
A. The reader should come away from this section with knowledge of what you are
proposing and why your plan will work.
1. Patient Empowerment for Patient Life is a non-profit organization
that is designed to be a resource for consumers, healthcare providers,
and government organizations to be empowered and informed on the
ways to reduce and eliminate healthcare-associated infections.

2. Patient Empowerment for Patient Life will partner with the Centers

for Disease (CDC) Clean Hands Count Campaign to remind consumers

to feel empowered to play a role in their care by asking or reminding

their healthcare providers to clean their hands. In addition, we will

partner with the Centers for Medicare and Medicaid Services (CMS) that

will have 3-4 representatives at each seminar class that will have tables

setup to show the audience members how to use the Hospital Compare

website to review local hospital ratings and their performance on quality.

B. Briefly describe the need for your intervention.

To raise awareness to consumers on how to stay informed and know

where to go to retrieve reliable information on healthcare facilities HAI

reports. In addition, to assist healthcare professionals with continuing to

play a primary role in lowering infection ratios. Research shows that

most healthcare-associated infections could be prevented by risk factor

modifications.

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1. Consumers/patients residing in the Miami-Dade county area who

have been admitted to one of the local hospitals in the areal or

ancillary facility.

2. Consumers/patients are simply uninformed and unaware of the ways

to avoid contracting a healthcare-associated infections

C. Provide an explanation of your intended intervention.
1. Provide goals and objectives (Use the BEHAVE form.)
2. Patient Empowerment for Life is a 4 hour seminar that will cover the

following topics include preventative and healthy behavior to include

regular checkups and screenings, how to locate health information,

being confident in asking questions and challenge views of medical

staff and how to move through the healthcare system to ensure the

best care possible. The seminar will allow for the audience members

to actively participate by breaking up into groups of 5 and acting out

different scenarios of what happens from beginning to end when

contracting a healthcare-associated infection.

3. Describe the project outcome of your intervention.

By the end of the third quarter (September 2017), there will be a 20% increase of

knowledgeable and informed consumers/patients in the Miami-Dade County,

Florida area.
By the end of the second quarter (June 2017), 15% of Miami-Dade County

residence would have attended and completed the Patient Empowerment for Patient

Life seminar/program.
By the end of December 2017, reduce hospital-onset CDIs by 35% in hospitals and

ancillary facilities in the Miami-Dade County area.

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By the end of December 2017, reduce hospital-onset Staphylococcus aureus

(MRSA) bloodstreams by 15% in hospitals and ancillary facilities in the Miami-

Dade County area.

II. The Customers (Market Review)
A. Provide a detailed description of your intended primary target audience (See
NCI’s Making Health Communication Programs Work, Stage 1.)

My target audience to address in my Health Communication Program Plan is
healthcare professionals and consumers that reside in Florida.

Healthcare professionals have to work as a multidisciplinary team to enforce

behavior change strategies at the individual, program and facility level. One of the

key behavioral changes that is needed at the clinical level is reinforcement and

accountability for hand hygiene behavior change.3 From a consumers view, they

simply need to be made aware of how and where to review information regarding

these type of infections. Knowledge is power and as consumers we have hospital

ratings at our fingertips that is easily accessible and user friendly via the Hospital

Compare website.

Healthcare associated infections are difficult to track in middle and low income

countries due to the limited, reliable data available. What we do know is that the

HAI’s are more frequent in these countries due to limited resources.4 The prevalence

of HAI’s varies between 5.7% and 19.1% in low and middle income countries.4

Although the resources are limited, most HAI’s are preventable if the correct

prevention plan is in place and is being followed by healthcare workers and the

patient. In many cases, the spread of the HAI’s is connected to hand hygiene, so if

the low and middle income countries could implement a hand hygiene program,

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similar to the one piloted at University of North Carolina Hospitals, Clean In, Clean

Out, I’m certain this could assist in lowering their HAI’s.5

B. My secondary target audience are those consumers/patients, healthcare

professionals, and government agencies that reside and or work in the 5

major counties in Florida (Miami-Dade, Broward, Palm Beach,

Hillsborough, and Orange counties).

III. The Product (Product Review)
A. Describe your product or service
1. The program is designed to teach consumers to be empowered and

informed. Simply be a healthcare advocate for themselves. In

addition, to teach healthcare providers the importance of maintaining

all safety measures, no matter what to help protect the safety of

consumers/patients when they are in a healthcare setting.

2. An opportunity to ask questions openly and receive answers from the

experts. In addition, the program/seminar will teach consumers how

to research any of the current or interested healthcare

providers/facilities.

3. Currently there are no current services offered like Patient

Empowerment for Patient Life in the Miami-Dade area.

B. Suggest any unique characteristics of your product or service that make it
particularly effective.

The program/seminar is INTERACTIVE. The seminar will allow for the

audience members to actively participate by breaking up into groups of 5

and acting out different scenarios of what happens from beginning to end

when contracting a healthcare-associated infection.

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The audience members will get a chance to speak with former patients that

contracted a healthcare-associated infection and what they learned from

their experience. In addition, there will be staff from the Centers for

Medicare and Medicaid Services that will have tables setup to show the

audience members how to use the Hospital Compare website to look at

hospital ratings and their performance on quality.

IV. Strategies
A. Position
1. Imaging: We want the everyday person to learn from our
program/seminar the importance of being informed about their
health.

2. Distinctiveness: EMPOWERMENT. Empowering patients is key in

developing a multifaceted HAI prevention strategy. The communication

should encourage the patient to do the following: Speak Up: feel

comfortable speaking with your healthcare provider about any questions

that you may have regarding how they plan to protect you from these

infections, such as if you have a catheter, inquiry how long will you have

it? ; make sure everyone who comes in contact with you washes their

hands; ask if test will be done to ensure that the right antibiotics are

being administered; and be aware of your body and look out for

symptoms pain or fever.

B. Product/Service
1. Features: What features and customer services will you emphasize?

Everyone that attends the program/seminar will receive a
complimentary book on how to be a self-advocate for your health by

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renowned physician and author Dr. James E. White III, M.D., PhD,
MSc.

Necessity: Hopefully, my audience will feel empowered when they read

and or see my communication. My communication will give the consumer

the opportunity to act in light of their values and interests. Empowering

patients could potentially improve patient safety and promote patient

welfare by influencing behaviors that could prevent HAIs. In addition,

health systems will benefit from my communication as it will serve as a

reminder that they will be financially incentivized by the Centers for

Medicare (CMS) if they can manage to not only keep healthcare cost

down, but also have better outcomes.

C. Price
Price: Seminars are complimentary for the first 25 residence in the
1.
Miami-Dade County that register online 2 weeks prior to the
scheduled event.
2. Value: Why is it worth the price?
D. Promotion
1. Selling points: Currently the only program/seminar being offered in

the 5 largest counties in Florida that provides a learning experience

about how your health. In addition, teaching consumers how to feel

comfortable speaking with their healthcare providers about their

health.

2. Promotional places (Channels): My communication plan will include

media, internet, poster and flyers. One of the primary channels of my

communication will be via insurance health plans and governmental

plans (Medicare and Medicaid) to promote to their members the

importance of being knowledge about HAIs via sending out flyers and

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email blast. Partner with all local hospitals and select standalone

surgery centers to incorporate my health communication as part of

the patient check in paperwork and post flyers and posters with the

message. Advertisements will be held via the local radio stations

during the times of 7am, 12pm, 6pm and 9pm during prime times that

people are driving in their car. We will rent out 4-6 billboards on

major highways and busy streets to ensure that as many people can

see the signs. In addition, we will advertise on Social Media outlets.

V. Budget
A. Suggest a one-year projection on costs associated with the advertising and
promotion of your product or service.

Budget-Patient Empowerment %Tim
for Patient for Life e Year 1
Personnel
Program Director 0.2 10,000.00
Assistant Coordinator 0.15 7,500.00
Total 17,500.00
Out of Pocket
Curriculm Supplies
Audiovisual Materials and Equipment
(i.e., DVDs and PowerPoint slides) 3,200.00
In-house Printed Matieral 0.00
Teaching Strategies: In Classroom (guest
speakers/
lecturers) 1,800.00

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Teaching Strategies: Outside Classroom
(field trips) 3,200.00
Laser Printers 3 @ 300 900.00
Paper 1,875.00
Ink cartridges 400.00
Recording devices 325.00
DVDs 725.00
Telephone Services 425.00
Postage 300.00
Total 8,150.00
Travel
Local 675.00
Out of County 825.00
Per diem and lodging 1,200.00
Conference/Banquet Rooms (to host
seminars) 3,500.00
Total Travel 6,200.00

Total Budget 31,850.00

B. Justify your budget with explanations for the need of projected items and costs.

Patient Empowerment for Patient Life will have certain tasks assigned to staff to

ensure that our program will be successful. Our managers and directors will be

responsible for familiarizing the team with the program/seminar. Screened

volunteers will be responsible for securing posters and materials from other reliable

sources as secondary resource that will be sent over to the market research experts.

In addition, the screened volunteers will conduct focus groups and write up the

results. All tasks will be given a timeline to include the person responsible for each

task, dates of completion of each task, resources required to deliver each task, and

points at which progress will be checked.2 Patient Empowerment for Patient Life

will prepare a budget to include all the costs or expenses of the intervention

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activities to include personnel costs, out-of-pocket/nonpersonnel costs, indirect costs,

in-kind contributions and the total budget.2

The total amount budgeted for the April 1 to September 31, 2017 period is $234,987,

which includes an indirect cost rate of 15% and an indirect cost of $93,864.

References

1. Healthcare-associated Infections (HAI). Center for Diseases Control. Atlanta, GA: Centers for

Disease Control and Prevention. https://www.cdc.gov/hai/. Updated March 7, 2017. Accessed

March 12, 2017.
2. Conway, P., M.D. U.S. Department of Health & Human Services. US Efforts to Reduce

Healthcare Associated Infections. http://www.hhs.gov/asl/testify/2013/09/t20130924.html

Updated March 10, 2017. Accessed March 12, 2017.
3. Stoneway, P., PhD, Glied, S., PhD, McNair, P, MPH. CMS Changes in Reimbursement for

HAIs. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2881841/ US National Library of

Medicine. 2010 May, 48(5): 433-439 doi: 10.1097/MLR.0b013e3181d5fb3f.
4. Tourison, C., MSHI and Im, G., MPH. CMS Acute Care and Quality Reporting Programs.

Center for Medicare and Medicaid Services. https://www.cms.gov/Outreach-and-

Education/Outreach/NPC/Downloads/Acute-Care-Quality-MLN.pdf. Accessed March 10, 2017.

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