My Program and
Why You Should Fund It
Linette T Scott, MD, MPH
Deputy Director
Health Information and Strategic Planning
California Department of Public Health
June 3, 2009
NAPHSIS Annual Meeting 2009
Overview
• Making It Stick
• The Case
• The Translation
NAPHSIS Annual Meeting 2009
Making It Stick
Six Principles:
» Simplicity
» Unexpectedness
» Concreteness
» Credibility
» Emotions
» Stories
Made to Stick, Chip Health & Dan Heath
NAPHSIS Annual Meeting 2009
NAPHSIS Mission Statement
The NAPHSIS mission is to provide:
• national leadership
• advocacy
on behalf of its members to ensure:
• quality, security, confidentiality and utility
of vital records and health statistics
• integral role of vital records and health statistics
within health information systems for
monitoring and improving public health
NAPHSIS Annual Meeting 2009
NAPHSIS Mission Statement
Other formats:
• The national leader for vital records!
• The national leader for vital record quality,
security, confidentiality and utility.
• The national leader for vital records and health
statistics within health information systems for
monitoring and improving public health.
NAPHSIS Annual Meeting 2009
Selling Your Product
• Know your customer
• Know your product
• Do it well
NAPHSIS Annual Meeting 2009
Selling Your Product
Getting the news out:
• Messaging
• Branding
Leading to:
• Name recognition
• Product recognition
• Credibility
• Customers
NAPHSIS Annual Meeting 2009
Selling Your Product
Births
Adoptions
Monitor & Improve
Public Health
Marriages
Utility
Quality
Security
Confidentiality
Dissolutions
Deaths
NAPHSIS Annual Meeting 2009
What’s Your Product?
•
•
•
•
Registration
Preservation
Issuance
Dissemination
No … that’s your functions …
NAPHSIS Annual Meeting 2009
My Program
Policy
Data &
Information Dissemination
Issuance,
Verification, Certification
Data & Information Management
The Foundation:
Registration, Amendments, Preservation
(Required by Statute, Health & Safety Code Section 102100 and 102230)
NAPHSIS Annual Meeting 2009
What’s Your Product?
•
•
•
•
Certified Copies
Verifications
Data Files
Reports
OK … those are products … so what?
NAPHSIS Annual Meeting 2009
Customers represented by Funding
Note:
State Sales
include:
Certified Copy
Fees, Amendment
Fees, Misc Data
Files
Health Statistics Special Fund
Revenue 2007-08
11%
4%
13%
State Fees
County Fees
Federal Data File Contracts
SMIF
72%
County Sales
include:
Certified Copy
Fees, Registration
Fees
Federal contracts
include:
VSCP, NDI, EAB,
SSA Death
NAPHSIS Annual Meeting 2009
So What?
Redefining the conversation:
• What does the customer believe
they are buying?
• What need does the product meet?
• Is there an emotional framing?
• Is there a powerful story?
NAPHSIS Annual Meeting 2009
Population Census
• Know your demographics
• Spend the right dollar allocations for the
right programs and services
• Do you know who lives next door?
Who you gonna call?
• Vital Records!
NAPHSIS Annual Meeting 2009
Diseases & Conditions
• Save the burden!
• Keep the workforce working!
• A healthy workforce is a prosperous
company
• Do you know what ails you?
Who you gonna call?
• Vital Records!
NAPHSIS Annual Meeting 2009
Identity
• To exist, or not to exist …
• Prove it happened …
• Are you paying for the right person?
Who you gonna call?
• Vital Records!
NAPHSIS Annual Meeting 2009
Fraud Prevention
• Don’t charge me for that!
• I gotta stop paying, but for who?
• What was the bill for the dead person?
• Quick cancel the check!
Who you gonna call?
• Vital Records!
NAPHSIS Annual Meeting 2009
Surveillance
• What’s around the corner? And how many?
• It’s the Killer Flu and the Killer Fat!
• Why aren’t they working?
• Why aren’t they serving my burger?
Who you gonna call?
• Vital Records!
NAPHSIS Annual Meeting 2009
Age
• I have been 25 for years …
• Really, I am only 6 years old (ignore that I am
6 feet tall)
• Better education = Better health
• I want to get into school … at least my
parents want me there
Who you gonna call?
• Vital Records!
NAPHSIS Annual Meeting 2009
Market Analysis
• Where are my customers?
• If you want to live, have your surgery here!
• Gotta sell my product,
Gotta sell my news,
Gotta tell them where to come to
celebrate and schmooze …
Who you gonna call?
• Vital Records!
NAPHSIS Annual Meeting 2009
Quality Assurance
• If you didn’t write it you didn’t do it
• Did you do it right? Prove it!
• We do it better! We rock! Come see us!
• Data for outcomes = $$$
Who you gonna call?
• Vital Records!
NAPHSIS Annual Meeting 2009
Why does it matter?
It’s all about perspective
Public health:
• Create an environment for people to be healthy
Doctor’s Office:
• How many procedures can I bill?
Insurance:
• How can I keep the cost down? How can I pass the buck?
Business:
• Keep the workforce healthy – Keep the bottom dollar up!
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Considerations
• Administrative Function
– Demographic
– Legal
• Statistical Function
– Public
– Confidential
– Web-based Query Systems for private query capacity
• Electronic Medical Record Interfaces
NAPHSIS Annual Meeting 2009
No matter what, it’s all about the $$
• Look for the WIN – WIN
• Two dollars saved for you is:
one dollar earned for me and
one dollar saved for the taxpayer
• Data is an asset and a product
• You get what you pay for, so …
Who you gonna PAY?
• Vital Records!
NAPHSIS Annual Meeting 2009
To Summarize – The Product?
• Population Census
Who lives next door?
• Diseases & Conditions
What ails you?
• Identity
Prove it happened!
• Fraud Prevention
Stop paying for the dead guy!
NAPHSIS Annual Meeting 2009
To Summarize – More Products?
• Surveillance
Why aren’t they serving my burger?
• Age
I want to get into school
• Market Analysis
Where are my customers?
• Quality Assurance
Did you do it right? Prove it!
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The Solutions
• Certifications
• Verifications
• Data Files
• Reports
Soooo …
Who you gonna call?
• Vital Records!
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Thank you!
NAPHSIS Annual Meeting 2009