Public Awareness: Empowering Consumers to Seek Certified Professionals 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 life- long 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

Certification Advocates 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

Certification Makes a Difference MEDIUM 4.5 minute DVD features cancer survivor and daughter, certified nurses and nurse manager DISTRIBUTION ONCC Website Certified nurses: ONCC advocates and ONS chapters AUDIENCES REACHED 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 RFP Select contractor Concepts Story Boards Script Secure facility for filming Hire actors Filming Editing Approvals Launch campaign 2 months 4 months 2 weeks

Production and Distribution 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 ONCC’s Responsibilities

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

Contractor’s Responsibilities Meet with ONCC and develop understanding of the project goals Develop plan and concepts Secure facility permissions for filming (UPMC Hillman Cancer Center) Contractor’s Responsibilities

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 $2,000 $29,000 Film and Distribution $166,000 $250,000 $416,000 Promotion $13,000 $15,000 $28,000 $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

2011 2012 “Just Ask” Distribution – CBS Network per million views Markets Views Chicago, IL 1.775 Miami, FL 1.176 Raleigh Durham, NC .570 Cincinnati, OH .955 Total 4.476 2012 Markets Views New York, NY 4.650 Los Angeles, CA 1.809 Chicago, IL 1.446 Dallas, TX 1.027 Total 8.932

2011 2012 “ Just Ask” Distribution – Web per thousand views CBS Markets Views* Chicago, IL 355 Miami, FL 200 Raleigh Durham, NC 500 Cincinnati, OH 300 Total 1,355 2012 CBS Markets Views* New York, NY 1,025 Los Angeles, CA 414 Chicago, IL 376 Dallas, TX 561 Total 2,376 National Amazon Display 8,711

“Certification Makes a Difference” Distribution Ongoing 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” Distribution

“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 “Certification Makes a Difference”

“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 Now it is time for your Cyndi Miller Murphy MSN RN CAE Executive Director Oncology Nursing Certification Corporation cmillermurphy@oncc.org 412-859-6234 Now it is time for your