CASE STUDY: WVP Health Authority

Since 2010, Pac/West has been working with WVP Health Authority (formerly Mid-Valley Independent Physicians Association) to raise the organization’s profile and position independent physicians as a valuable part of the community. We began by conducting a phone survey about health care perceptions, and meeting with providers to obtain insight on enhancing the quality of member services communications. The survey helped guide the development of a strategic communications plan, which we continue to implement today. Our past, current and upcoming outreach activities include:

• Rebranding MVIPA to WVP Health Authority
• Developing logos and style guide
• Designing and producing collateral materials, including newsletters, posters and other items
• Redesigning and managing WVP’s website
• Building new WVP Medical Group website
• Writing content and maintaining social media account
• Educating and engaging member physicians through provider relations kits, targeted direct mailers and workshops
• Facilitating media training and pitching story ideas to reporters
• Creating and placing print ads, billboards and transit ads
• Coordinating special events, such as new building open house and other political-related gatherings

By delivering a consistent message to audiences through a variety of channels and materials, we have been conveying the benefits of association membership to internal stakeholders and educating the public about what WVP Health Authority is and does.

In addition to the marketing work we do on behalf of WVP Health Authority, we also represent them in the legislative arena. Given the recent passage of Oregon House Bill 3650 (health care transformation), our latest efforts have focused on communicating with members about what these changes mean to them, and continuing to position WVP to become a regional Coordinated Care Organization (CCO).

Through increased visibility and credibility, increased political activity and participation in the governmental process, and aggressive messaging to target audiences, the organization has enhanced its standing and influence.

We have received positive feedback from numerous members and key stakeholders about the activities we have accomplished to date. Once our client conducts follow-up research in early 2012, we will be able to further gauge the success of our efforts in the community.