Liz Imperiale with the GHPC presented this poster at the 2011 CDC National Conference on Health Communication, Marketing, and Media.

1. TALKING ABOUT HEALTH REFORM:
TO STRATEGIES, A VARIETY OF PERSPECTIVES
HEALTH REFORM: FROM INSIGHTS
Communication through Commemoration,
Consultation, and Collaboration
Liz Imperiale, Communications & Marketing Manager and Mary Ann Phillips, MPH, Associate Project Director
Georgia Health Policy Center, Andrew Young School of Policy Studies, Georgia State University
Background type of organization and geographic region, as well as area of interest Several themes emerged from the project. E ective communication
Since the passage of the A ordable Care Act (health reform), the pertaining to health reform were considered by the screening committee. around health reform is essential. People from across Georgia felt there is
Georgia Health Policy Center (GHPC) at Georgia State University has Once selected, the GHPC sta provided a tailored consultation for each a need to: educate and inform others; provide health reform tools and
been studying the law’s implications for the state, community-based organization including background research, a strategic planning session, resources; collaborate with new partners; and demonstrate strong
organizations, health care providers, and businesses. The GHPC’s aim and a case study. During the assessment, GHPC collaborated with various leadership, including e ective communication, in this time of uncertainty.
has been to translate and communicate the many features of health partners to learn more about the law and to begin to discuss the
reform so that stakeholders can make informed decisions. This requires implications for each group. Figure 2: Common Themes From the Project (Adaptive Challenges to
not only a deep understanding of the law’s details, but also of how it Consider When Strategically Planning for Health Reform)
plays out “on the ground.” Figure 1: Selected Organizations by Type and Geographic Area
Program Areas of Action to Consider
In uencing decisions about health reform
In commemoration of its 15-year anniversary in 2010, the GHPC o ered
to conduct strategic consultations of the likely impact of health reform Educating others about health reform
for 15 diverse Georgia groups, one for each year of the center’s Planning in times of uncertainty
existence. Involved groups included local and state government Staying abreast of new information that emerges
entities, rural and urban community-based groups, small and large Creating partnerships
businesses, associations, and providers from across the state. The GHPC Building capacity of Georgia’s primary care workforce
viewed these consultations as its opportunity to “give back” to those Building capacity of information technology
that have supported the center since its inception and o ered them free Building capacity for care coordination
of charge. Each member of the GHPC sta was involved in some aspect
of the project, pulling together the entire team for this endeavor.
The consultations culminated in a health reform symposium, “Health
Implications for Practice
The year-long project involved extensive marketing and communications
Reform: From Insights to Strategies, A Variety of Perspectives” held in e orts. Beginning with the development of the project brand, both
Atlanta, Georgia. The symposium was designed by GHPC experts and marketing tactics and communications materials (print and electronic)
partners to share what was learned through the consultations and to lay were created for the strategic consultations and the symposium.
the groundwork for strategic action and innovation within the broader Post-event e orts included: survey results, case study reports,
context of health reform. Representatives from the 15 sites were joined a nal publication, numerous speaking engagements, and online
by more than 100 others interested in (1) learning about the video and photography.
consultations and the implications for their own organizations and
communities, and (2) identifying strategies for collaborating and
communicating evidence-based information about health reform.
GHPC informed a wide variety of Georgia organizations and agencies of
Evaluation Methods & Results A NDREW
Pre- and post-tests were given to program participants during phone
the opportunity through a number of communications channels in
interviews and at on-site consultations to measure perceptions and
YOUNG
order to ensure a diverse set of participants. Each interested group S CHOOL
awareness. Symposium evaluations were distributed at the end of the
submitted a letter of interest and interest form. Characteristics such as O F P O L I C Y
www.gsu.edu/ghpc
event with a return rate of 72%. S T U D I E S