In January, New York City’s Mayor Bill de Blasio announced an initiative to Guarantee Health Care to all New Yorkers without health insurance. While eight million city residents had been able to secure health insurance through the Affordable Care Act in recent years, 600,000 New Yorkers either did not or could not enroll. The City’s plan is twofold:
- to enroll the nearly 300,000 New Yorkers who are eligible for health insurance in MetroPlus, the health insurance plan of the NYC Health + Hospitals
- launch NYC Care, a new program for the other 300,000 who are ineligible for insurance. NYC Care will be the key to the City’s health care services by offering a new front door to primary care and access to all the affordable health care services available to eligible New Yorkers.
NYC Health + Hospitals is facing several large changes in the healthcare landscape, particularly the shift away from inpatient care and toward outpatient care. In addition, limited investment in marketing, customer service and outpatient services has compounded the long-standing perception among the public that the system is difficult to use and not consumer-friendly. These forces, along with increasing competition for New Yorkers insured through Medicaid have resulted in fewer individuals turning to their public healthcare resources to receive the primary care and preventive care services that they need to meet the health needs of their family members, treat chronic conditions, and sustain their overall wellbeing.
In that context, NYC Health + Hospitals is not only working to improve its systems and functioning to be competitive in this new situation, but also to improve its public image and attract new users through new and innovative marketing efforts. To support this work, NYC Health + Hospitals will partner with FUSE Corps to host an executive-level fellow for one year who will help to develop a marketing strategy with a particular focus on engaging employees as ambassadors for the public health care system.
PROJECT SUMMARY & POTENTIAL DELIVERABLES
The following provides a general overview of the proposed fellowship project. This project summary and the potential deliverables that follow will be collaboratively revisited by the host agency, the fellow, and FUSE staff during the first few months of the fellowship, after which a revised scope of work will be developed and agreed upon by the FUSE Fellow and the host agency.
Starting in October 2019, it is proposed the FUSE Fellow will work to bolster the comprehensive marketing efforts currently in place system-wide across the NYC Health + Hospitals network of institutions. This will include identifying and pursuing the strategic and highest-impact opportunities to enhance public-facing messaging, brand consistency, and general awareness of the health system’s available services and resources. The Fellow will help develop common sets of tools and resources that institutions can use to reach deeper into their communities and that promote specific service areas, with a focus on primary care, including obstetrics and pediatrics, and other targeted outpatient specialty care.
One strategy that has already been identified as a priority for this project is the creation of employee ambassador program that will recruit, train, support and recognize NYC Health + Hospital employees who are able to help the institution to connect directly with community members and help attract new consumers. With a high percentage of system employees living in neighborhoods that are also served by the institutions in which they work, these individuals potentially present unique opportunities to connect with individuals who frequent local community centers, clubs and associations, faith-based groups, businesses and retail locations. NYC Health + Hospitals seeks to develop tools that every employee can use to support the health of their communities by increasing awareness of local health care resources, and to provide specialized training to individual employees who volunteer to take on a dedicated ambassador role.
The following responsibilities and anticipated outcomes are expected of a FUSE Fellow during the yearlong project.
- Assess current marketing efforts: Engage with NYC Health + Hospitals’ executive management, clinicians, and public affairs staff to assess current marketing efforts, analyze competitors’ positioning in the marketplace, and benchmark the outreach campaigns of major public health and hospital systems around the country.
- Create and implement strategic plans for specific marketing projects: Identify discrete endeavors that could significantly increase public awareness and direct new patients to specific services offered by the system. Ensure that those strategies fall within the staff and budget capacity currently available to NYC Health + Hospitals. Develop stakeholder buy-in around the nature and design of these approaches. Initiate the implementation phases of these plans through pilots, data collection, and building momentum for the sustainability of these efforts.
- Map out a marketing toolkit: Create a roadmap to guide daily implementation of the strategic workplan. The roadmap will lay out activities that employees should take on a daily, weekly, and monthly basis to boost the profile NYC Health + Hospitals’ facilities. Ensure that stakeholders across the system remain invested in the process.
- Develop an employee ambassador program: Build the tools and resources needed to support all employees in reaching out to their communities about the services offered by NYC Health + Hospitals. Design and launch an ambassador program to recruit, train, support, and recognize employees who take on a dedicated and ongoing role along these lines. These efforts will include tracking engagement metrics to improve outcomes and inform the program’s long-term sustainability.
- Matthew Siegler, Senior Vice President for Managed Care, NYC Health + Hospitals
- Ana Marengo, Senior Vice President for Communications and Marketing, NYC Health + Hospitals
- Executives and public affairs directors at healthcare facilities, NYC Health + Hospitals
- At least 15 years of professional experience in a relevant field, particularly with a strong background in marketing and communications.
- Superior critical thinking and analytical skills.
- Ability to synthesize complex information into clear and concise recommendations.
- Ability to relate to a wide variety of diverse audiences with strong emotional intelligence and empathy.
- Excellent stakeholder engagement skills and the ability to use facilitative leadership techniques to coordinate stakeholder activities.
- Self-motivated, goal-oriented, entrepreneurial leader who can also be an independent worker.
- Persistent in obtaining information and creatively resourceful in identifying solutions to complex problems.
- Ability to create direction and movement within potentially ambiguous
- Exceptional written and verbal communication skills with an ease in public presentations.
- Understands the need for solutions to support all people in a community regardless of race, religion, gender, immigration status, or ethnicity.