Partners For Asthma Action’s Value Proposition Jill Heins Nesvold, MS Director of Respiratory Health American Lung Association in Minnesota, North Dakota, and South Dakota

PAA’s Value Proposition Assertion For $500,000/year, PAA will improve asthma control in Minneapolis and St. Paul for approximately 10,500 pediatric asthma patients and deliver between $0.9–1.8 million in savings to the health care system. The purpose of this slide is to give the simplest, briefest and most direct assertion you can of PAA’s value and to state what it costs to deliver that value to your population of focus. This is critical for the audience to hear as your first slide because the session you are presenting in is all about coaching the audience on what it takes to develop and assert a program’s value proposition. This slide is the clearest form of your strong leadership assertion and it represents what we hope all the programs will be able to do after spending some time thinking through the details of their own programs. If anything on this or any of the remaining slides is uncomfortable to you, please refine it. What’s important is that this is YOUR assertion and explanation of PAA’s value proposition based on what you know PAA can deliver.

Improved Asthma Control PAA will improve asthma control by: Reducing ER visits by 10%. Reducing hospitalizations by 50%. Increasing school attendance among children with asthma by 2 days. Reducing symptoms and limitations on normal activity (i.e., improving QOL) by 30%. What does it mean to PAA to say “improve asthma control in Minneapolis and St Paul for pediatric asthma patients”. What improvement targets are you focused on/what does “improved asthma control” mean in terms of your program’s goals? If you can offer for the purposes of this discussion the amount by which PAA intends to reduce your targets (i.e., reduce ER visits from X per 1,000 pediatric patients to Y per 1,000 pediatric patients over three years, etc.), please include numbers here. Think about the assertions you feel confident in making when you think boldly about the impact PAA can have on your population. For example, Dave Link from CHA, who will be presenting in this session after you, will say that his program will improve asthma control by reducing pediatric ED visits by half, hospitalizations by half, and significantly and measurably increasing school attendance for children with asthma. Can you give something similarly specific to describe what you are targeting and what your value proposition represents?

PAA’s Population of Focus PAA focuses on children with asthma in Minneapolis and St. Paul Population is 600,000; 180,000 children PAA serves the 10,500 pediatric asthma patients in Minneapolis and St Paul (source: MDH) Describe the population PAA focuses on and explain to the audience how you determine the number of children with asthma you serve (i.e., your target population). The population of focus is a critical element in the equation behind the value proposition presented on slide one so we want to walk the audience through the logic behind defining PAA’s population of focus. After you and Dave Link present your value propositions, we will run the audience through an exercise to begin generating their own and they will need to name their populations of focus just as you have done here.

The Basis for Our Value Proposition PAA is a coalition of 60 health, education, public policy, and community leaders Program designed in 2001-2002 and operated since 2003. Helps providers improve the quality of care Fills gaps in existing community asthma care network Provide the simplest description you can of your program and explain what it does to address asthma needs in your community. In your talking points, very briefly describe how you help providers improve the quality of their care, and the kinds of gaps PAA has helped to fill (e.g., environmental controls, school-based asthma management). This is just to give your audience a surface-level understanding of PAA so that they can see what your assertion of PAA’s value is grounded in, how you are organized to achieve the targets you described, and what you will spend the money you are asking for on.

The Basis for Our Value Proposition Decline in Utilization This slide and the several that follow are visual representations to respond to a potential funder’s hypothetical question, “how do you know your program improves asthma control?”. This is the data and knowledge that you have that your value proposition is grounded in. As we discussed on the phone, you don’t have to go into detail about this data in the presentation; you’re just using the charts to visually tell a story about what you have accomplished so far and the knowledge you are basing your future-looking value proposition in. If you want us to make any refinements to the charts, please let us know and our graphics team will change them. We used your data and charts as a starting point and formatted these charts to be as easily viewed as possible in a large room.

The Basis for Our Value Proposition Attendance for Children with Asthma On this chart, it will be helpful if you can explain the pressing need PAA seeks to address for your community, increasing school attendance rates for children with asthma. David Link will also talk about this goal for his program and in the session that follows this one, I will ask you both to talk about how you will evaluate your program’s progress on this goal in the future.

Effect of School-Based Intervention on Children with Asthma You can use this chart to describe what you have seen so far from your school-based interventions. Again, this is just a quick visual to describe your program’s impact and you do not have to delve into the data in this presentation

The Basis for Our Value Proposition Quality of Life Improvements

Program Costs We will spend the $500K on… Program Operations – 60% of budget School-Based Interventions Community-Based Education and Interventions Policy Initiatives Health System/Professional Education Management Structure – 25% of budget Program Management Financial Administration Evaluation – 15% of budget The purpose of this slide is to show the audience what you know about your program’s costs so they understand how you came up with the price element of your value proposition. If you can explain a bit about how you have tracked costs and how you have seen your program’s costs decline over time as your managers learned how to maximize their effectiveness and as you achieved some economies of scale, that will also help the audience think about the price component of their own value propositions. When you have completed your talking points for the slides, if you want to briefly describe your plans for spreading PAA to the greater Minneapolis St Paul area and the value proposition you are thinking through as you figure out how to make that next leap, that would be helpful learning to share with the audience.