Healthy Connections Network

Client Background

Healthy Connections Network is a 501 (c)3 collaborative organization that receives operations funding from Summa Health System, Akron General Medical Center, Akron Children's Hospital and contributions from member organizations of the Board of Directors. Healthy Connections Network began in 1995 when representatives of Summit County's public and private health and social service organizations convened to discuss an urgent and common concern: the rising number of working adults without healthcare insurance for themselves or their children.

A theme logo was created for the physician recruitment campaign. Caler&Company used the Healthy Connections Network's logo (far left circular motif) and added the "key" graphic as a program extension of HCN. Docs are Key became the promotional theme.

An estimated 69,000 Summit County residents are without health insurance or underinsured. Many use the emergency room as their primary healthcare, causing undue financial strain on all of Summit County's emergency room systems. Healthy Connections Network's Access to Care program mobilizes volunteer physicians and resources within the community and connects lower income, uninsured residents of Summit County to a regular source of healthcare.

Physicians recruiting other physicians into the program was "key" to success. Program badges helped physicians promote the program one-on-one with other physicians by initiating questions.

The Challenge

To ease the heavy burden on these hospital systems in allocating emergency room services for primary care, Healthy Connections Network sought a physician recruitment program that would motivate doctors to volunteer to help at least one uninsured person or family a month through the Summit County Access to Care program.

A themed stationery suite was developed
enabling the program director to communicate
officially with hospitals, group practices, free-
standing clinics, PR departments,
pharmaceutical companies
and physician volunteers.

A presentation folder was
created to hold all of the
program details and
collateral. Photos of
physician "heros" leading
the recruitment initiative
were spotlighted on the
cover of the presentation
folder.

Program ads were
developed by the Caler
Team to draw awareness
and inquiries about the
"Docs Are Key"
recruitment campaign.

The Outcome

With a strategic plan and targeted campaign, Caler & Company developed a strategy and recruitment tools that position physicians as the key to unlocking the doors to a healthier community. The message, Docs Are Key!, honors the volunteer physicians who participate in the Access to Care program as well as encourage other physicians to follow in their footsteps.

Program literature was produced to detail Access to
Care's purpose, who the program helps, why providers
are important and how physicians can enroll.

A "Champion Physicians" brochure was created
to let them tell their story to their fellow physicians
and to express the reasons the program was
important for physicians to support.

Caler&Company created physician presentation folders, brochures, web presence and stationery with targeted letters to increase awareness of the challenge, recruit physicians and to recognize the Champion Physicians as community advocates that unlock the doors to a healthier community.

Hospital and speaker support displays
were created to help get the word out
and control the brand message.

"Docs Are Key" Outdoor advertising was planned and specified for
high-visibility routes near hospitals and traveled by physicians.

Currently, Access to Care serves over 1,600 Summit County residents and has enrolled over 265 private physicians as well as support of all local hospital systems to deliver care. Since its inception, Access to Care has leveraged over $23 million in donated care and over $1.2 million in contributed pharmaceuticals through Patient Assistance Programs.

A presentation detailing key
research points was created
for the HCN Board decision-
making committee.

A program Web site made it
convenient for physicians to
gather information and become
a volunteer online. CLICK HERE
TO VISIT THE WEB SITE.

A timeline detailing benchmarks,
program initiatives and a
celebration for success was
created to demonstrate planning
and rollout strategies.

“The Board of Directors of Healthy Connections Network and my staff with the Access to Care program have been extremely impressed by the quality of work performed for us in creating our new logo and developing our brand through the physician marketing campaign materials. You certainly did your homework to understand our program and the groups we are trying to reach. I know we will continue to reap the rewards of having a unified, relevant brand strategy for our program.”

Marsha Schofield
Program Director
Healthy Connections Network