CASE STUDY: DCIPA: The Physicians of Douglas County

Pac/West and DCIPA partnered to position DCIPA as the stewards of health and health care across Oregon. Based on 19 stakeholder interviews and a communitywide survey of 400 primary health care decision makers, Pac/West created a comprehensive strategic communications plan and detailed work plan. We integrated DCIPA’s existing activities, advocacy efforts and new business ventures into a strategy that positioned DCIPA to be more proactive, strategic and visible. Our objectives were:

• To achieve the goals of DCIPA members and physicians.
• To increase DCIPA’s visibility as a leader in the healthcare delivery system.
• To increase awareness about DCIPA among target audiences—who DCIPA is and what it does.
• To position DCIPA as a go-to source for health policy and healthcare information.
• To increase community visibility of member physicians.
• To build DCIPA’s customer base.

DCIPA’s key messages are now communicated through a variety of channels including earned media, outreach, paid media, web-based communications and direct mail. Our strategy is to communicate similar messages simultaneously through different channels to leverage our resources and make our outreach seem larger than it is. In other words, positive messages about DCIPA are seen and/or heard throughout the market in print and radio ads, a monthly health column in The News-Review and at community events, such as Shots for Tots.

A specific example of planned outreach is our effort to address chronic health issues. Our research showed there was a great need to help the residents of Douglas County get healthier by focusing on chronic health problems stemming from lifestyle choices. Thus, we created a schedule to address a health topic each month through a variety of channels—all, of course, sponsored by DCIPA. Our messages are positive, proactive and promote “talking to your doctor.”

Results:

Radio and print ads increased attendance at informational clinics.

Direct mail campaign ensured new enrollee goals for 2008 were met.

Favorable earned media in The News-Review and on the local TV stations reinforced DCIPA’s positive reputation