NAPHSIS Annual Meeting 2009

My Program and Why You Should Fund It

Linette T Scott, MD, MPHDeputy Director

Health Information and Strategic PlanningCalifornia 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

» StoriesMade 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

Births

Adoptions

Marriages

Dissolutions

Deaths

Selling Your Product

Utility Quality Security Confidentiality

Monitor & Improve

Public Health

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

County Sales include: Certified Copy Fees, Registration Fees

Federal contracts include: VSCP, NDI, EAB, SSA Death

Health Statistics Special Fund Revenue 2007-08

13%

72%

11%4%

State Fees

County Fees

Federal Data File Contracts

SMIF

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 thereWho 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 perspectivePublic health:• Create an environment for people to be healthyDoctor’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!

NAPHSIS Annual Meeting 2009

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 andone 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 CensusWho lives next door?

• Diseases & ConditionsWhat ails you?

• IdentityProve it happened!

• Fraud PreventionStop paying for the dead guy!

NAPHSIS Annual Meeting 2009

To Summarize – More Products?

• SurveillanceWhy aren’t they serving my burger?

• AgeI want to get into school

• Market AnalysisWhere are my customers?

• Quality AssuranceDid you do it right? Prove it!

NAPHSIS Annual Meeting 2009

The Solutions

• Certifications• Verifications• Data Files• Reports

Soooo …

Who you gonna call?• Vital Records!

NAPHSIS Annual Meeting 2009

Thank you!