Northeast Region Wound Ostomy Continence Nurses Society

New York, New Jersey, Pennsylvania

NERWOCN Marketing News

To;  NERWOCN Board                                              Date:  March 21,2008

From:  Maureen Dailey                                             Subject:  Spring 2008 Marketing Report

1.  The NERWOCN Marketing C                        1.  The Marketing Committee has working to support the nationally focused Colorectal Cancer (CRC) Challenge that was held March 9, 2008.  Mary Brennan, the Metro NY president; Diane Maydick, the NERWOCN representative on the national WOCN Marketing and Communication Committee and Maureen Dailey, NERWOCN Marketing Chair, attended CRC Challenge kick off event with invited prestigious advocacy groups and industry sponsors.  The CRC Challenge Chair Dr. Weber, Chairmen of Surgery at Monetefiore and the Genetics Screening Center, announced the WOC Nurse representatives and the importance of WOC Nursing as part of the advocacy team to improve CRC screening and save lives.  The Marketing Committee has identified the unique opportunity to promote WOC nurses in one of our many key roles to improve patient safety and save lives, that of CRC screening prevention. 

Representatives from Metro NY participated in the race/walk (Ok we walked…) and Dr. Weber as promised made specific mention of WOC nursing when interviewed at the race start by Channel 7 News.  UOAA representatives also attended the event and raised >$1100 in donations from their members. 

The coordinator from the Montefiore CRC Screening Center will attend the Metro NY Affiliate meeting on 3/17/08 to address the importance of WOC nurse advocacy and support needed for the race in 2009. 

I have submitted a proposal to our president about NERWOCN regional support of the CRC challenge in support of saving lives and as a wise marketing strategy in 2009. 

2.  Advocacy for managed care coverage for increased pt access to WOC nurses via the Case Management Society of America has been put on hold related to other activities.  A new ostomate outpatient center has opened at Beth Israel Medical Center administered by Irene Jenkowski (Please contact Irene for any further information).

3.  WOC Nurse week dates and WOCN planned activities information was obtained from Diane Maydick and forwarded to Cheryl.   WOCN template for editorial letters are included and a poster is being mailed.     

I have shared with Cheryl the reasons why a press release is currently not feasible (will be shared in the mtg.).   A template is included for a press release in the WOCN on line listed packet as well.

A WOC Nurse week ad most likely is not feasible.  It has not been submitted awaiting response by our the sponsor who supported us the last 3 yrs.  Ad needed to be placed by the end of February.

4.  Please review the 2007 included below and 2008 attached WOCN Marketing and Communication goals.  Our NERWOCN Marketing Committee focus has been external marketing and branding while we concurrently support national internal membership marketing activities.  The NERWOCN Marketing Committee has been regularly communicating with Diane Maydick to increased communication upwards to our national Marketing and Communications Committee.  We have reinforced the desire for marketing products for members (e.g., “off the shelf” polished PPT with stats and information that can be personalized for WOC nurses to use for strategic organizational and other level presentation within our region). 

5.  The Marketing representative from PA is Lynn Demartyn.  A NJ representative is needed (anyone interested please let Maureen Dailey know). 

6.  NERWOCN Marketing Goal for 2008:  Develop strategic partnerships that show case WOC nurse advocacy and value (a la Suzanne Gordon our 2007 conference keynoter).  The focus will be capitalizing on opportunities for media exposure and press that demonstrates the value of the specialty to key stakeholders.  Brand recognition to key stakeholders is the main objective:  Providers (key administrators with decision-making power to budget and support WOC nurse positions across the continuum), clinicians (including nurses),  patients, families, educators in schools of nursing, regulatory/accrediting bodies and policy makers. 

2008 WOCN Strategic Goals and Tactics: Marketing & Communication:

Click here for WOCN 2008 Strategic Plan.  Below for reference purposes please see the 20007 WOCN

WOCN Marketing and Communications Committee

We want everyone to know about the WOCN Society and you could help us get there. This dynamic committee is responsible for the marketing and communications of the societies products and publications that promote the role and benefits of WOC nurses.    

Goals for 2007

·          Purchase prospective member lists; Ad & Public Relations placement in related journals. In the market places of nursing home magazine, home health care and rehab facilities. Emphasizing eligibility to WOCN and benefits.

·          Develop membership marketing brochure

·          Exhibit at related meetings or conferences that would put WOCN face to face with prospective members such as Skin & Wound Symposium, Medical Surgical Nurses, and Student Nurses Association.

·          Provide WOCN leadership with promotional membership materials (power point, handouts, etc) to promote membership at regional & affiliate meetings.

·          Conference marketing to attract non member attendees

Respectfully submitted.

Maureen Dailey

Conf. Call Version:

Marketing Report:

Winter/Spring 2007 

1. WOC Week Ad placed on PSQH (sponsored by KCI) in the March/April issue (www.psqh.com).

2. Ostomy Project –Chair Mary Brennan

Goal:  Improved Patient Access to WOC Nurses

Metro NY is moving forward with piloting this marketing project with a plan to meet with insurers to seek direct reimbursement for our services.  Upon the advice of some health economics specialists a multi prong approach will be utilized:

           a) literature search for value of WOCN with a new ostomy patient
              b)  gather data from patients---perhaps develop survey to assess value in reduction of excess purchases of equipment, reduction of pouching system changes, etc.
              c)  check with distributors for problem scenarios they see when patient had no services of an ostomy nurse.  What do they hear from patient, what are the dilemmas they face?
              d)  check with manufacturers for problems they also see

Mary requested volunteers who wish to be a part of this project and what parts you would like to participate in.  The ostomy organizations will give us all their help to move this forward.  Mary is hopeful WOC nurses can try and make a difference by improving patient access to WOC nurses.

3.  Planned presentation in 2008 to the Case Management Society of America  Maureen Dailey will facilitate the date with the current CMSA Chapter Pres.

4.  Public Relations for the 2007 conference in process (planning to have 300 attendees including key WOC nurse stakeholders from schools of nursing, payers, providers etc.).  Marketing vision to improve “demand” for WOC nurses (across the continuum) while improving “capacity” (increase recruitment of nurses into the specialty as population demographics shift, demand increases and wave of nurses in a cohort group retire “perfect storm”).