"Organizing for Community Benefit and Writing a Community Benefit"
Organizing for Community Benefit and Writing a Community Benefit Plan Wisconsin Healthcare Public Relations & Marketing Society April 5, 2006 Michael Bilton and Deborah Bohr Getting to know you Who are we? What we do / what we’ve done Who are you? What are your community benefit roles? 2 Our Goals 1. Convey the importance and value of community benefit plans 2. Discuss the key components of a plan and how to pull it together 3. Present implementation strategies 4. Discuss community engagement and communications 3 Plan of the Afternoon Context for Community Benefit Community Benefit Definitions and Principles Community Benefit Planning Effective Implementation Engaging and Communicating with Community Partners 4 National Context Continued rise in number of uninsured, and lack of political will to address as a systemic problem. Consumer advocates have picked up community benefit as a lever to drive change. Billing and collections is a basic, common sense issue that has galvanized policymakers. Sequence of issues has raised larger question of what it means to be a non-profit hospital. Substantial portion, if not majority of charity care costs are to treat preventable illnesses. 5 National Context Upcoming AHA Report (May 2006) • Significant and continuous attrition of public confidence in… hospitals in particular • 60% do not completely trust hospitals to do the right thing (Harris, Jan. 2004) • Public sees hospitals as: Transformed from charitable organizations to business enterprises Impersonal and detached Unclear difference between for-profits and non- profits 6 Wisconsin Context WHA Task Force on Community Benefits • Community benefit reporting process • Community benefit plan • Communications plan WHA trainings in March • Data collection for reporting • Telling the story 7 Wisconsin State Health Plan WHA is using the 11 health priorities for community benefit reporting Access to Care Injuries and Violence Nutrition Mental Health Substance Use/Addiction Overweight and Physical Activity Envir/Occupational Health Social and Economic Factors Communicable Disease Tobacco Use/Exposure High Risk Sexual Behavior 8 Today’s Session in Context Community Benefit… 9 Community Benefit Definitions IRS definition* - The promotion of health for class of beneficiaries sufficiently large enough to constitute benefit for the community as a whole. • Reference to a defined community suggests a population health orientation. • Determining the minimum size for the class of beneficiaries needed in order to produce a benefit for the larger defined community suggests accountability to achieve a measurable impact. * IRS Ruling 69-545 (1969) and IRS Ruling 83-157 (1983) 10 Community Benefit Definitions CHA/VHA definition Planned, managed and measured approach to meeting identified community health needs Implies collaboration with a community to benefit its residents by improving health status and quality of life 11 Community Benefit, Routine Service or Marketing? Does the activity: Address an identified community need? Support your organization’s community-based mission? Produce a measurable health benefit? Require subsidization? Focus (in part or in whole) on uninsured and low income people? A Guide for Planning and Reporting Community Benefits, CHA. May 2006. 12 Five Core Principles anchors for planning #1 – Emphasize Disproportionate Unmet Health Needs #2 – Emphasize Primary Prevention #3 – Build a Seamless Continuum of Care Advancing the State of the Art in Community Benefit, PHI. Nov. 2004. 13 Five Core Principles anchors for planning #4 – Build Community Capacity #5 – Emphasize Collaborative Governance 14 Community Benefit Planning Exercise Community Benefit Quick Assessment 15 Community Benefit Planning CHA VHA • Assess needs • Describe hospital and assets and community • Assess needs, goals • Set priorities and assets • Develop plans • Develop plans • Evaluate • Implement projects • Communicate • Evaluate • Budget • Communicate 16 Community Benefit Planning Step 1: Assessment – what to consider • Community and public health status • Demographic trends • Community resources (or lack thereof) • Leaders’ opinions • Hospital’s strategic plan • Hospital’s expertise, service lines, etc. 17 Community Benefit Planning Step 1: Assessment – methods & sources • Survey research • Focus groups and interviews • Public health statistics • Census data • United Way (or planning council, foundation) • Agency directories • Hospital strategic plan, other documents 18 Community Benefit Planning Exercise Review Community Assessments and Propose Programs 19 Community Benefit Planning Understanding community health problems and brainstorming potential community benefit programs is a start Choosing carefully where to focus your limited resources is next 20 Community Benefit Planning Step 2: Set Priorities according to a few select criteria: • Five community benefit core principles • 11 Wisconsin State Health Plan priorities • Relevance to hospital strategy • Ability to have an impact • Cost or cost-effectiveness 21 Community Benefit Planning Exercise Setting Community Benefit Program Priorities 22 Community Benefit Planning Step 3: Program Plans & Development • Specific program goals and objectives • Specific program activities • Staff and financial resources • Community resources • Integration into hospital department(s) 23 Community Benefit Planning Step 4: Evaluation • What will you measure to judge success? • Tie evaluation to program goals • # of people reached • # of services delivered Easier to collect • Change in health behavior • Change in health status • Change in health care More meaningful delivery system 24 Community Benefit Planning Step 4: Evaluation • Identify and dedicate resources up front Consider hiring evaluation, epidemiology or related skills • Meaningful: measure what indicates true community benefit • Manageable: select only a few indicators • Practical: measure only what you will use 25 Community Benefit Planning Step 5: Reporting & Communications Customize messages and methods for different audiences • Board and executives • Funders (foundations, etc.) • Community (CBOs, newspapers, etc.) • Policy makers 26 Effective Implementation Increase organizational leadership and accountability for community benefit Increase the quality of program planning, implementation and evaluation Enhance the sustainability of community benefit programs Advancing the State of the Art in Community Benefit, PHI. Nov. 2004. 27 Effective Implementation Leadership and Accountability • CEO’s (or other senior exec’s) job description • CEO’s performance criteria • Community benefit committee • Board-approved C.B. policies Quality of Planning, Implementation, Evaluation • Establish a C.B. department • Job descriptions identify skills, responsibilities • Hire skills on contract when necessary 28 Effective Implementation Sustainability • Include community benefit in the overall strategic plan • Tell how C.B. projects benefit the hospital (e.g. reduction of inappropriate ED use) • Share commitment (including financial commitment) to programs with external partners 29 Engaging/Communicating with Community Partners Foster the view that your hospital is a constructive, caring and leading partner • Not the sole institution responsible for community health and well being • Not the dominant entity in every program 30 Engaging/Communicating with Community Partners Who? • Local political leaders • Public health department • Safety net providers and CBOs • Neighborhood associations • Chamber / business community • Donors • Media 31 Engaging/Communicating with Community Partners How? • Use an active Community Benefit Committee • Support others’ agendas and programs where they line up with your C.B. priorities • Lend expertise and resources • Ask for support where it will help you achieve your C.B. goals 32 Engaging/Communicating with Community Partners AHA Initiative “Helping hospitals reaffirm their rightful place as a valued and vital community resource that merits broad public support.” www.caringforcommunities.org 33 Key Take-away Points Community benefit is: • More than the IRS and more than counting charity care dollars • A mindset for the organization and a planned activity, not a couple of isolated programs • An excellent opportunity for public relations 34 Key Take-away Points With continuing high interest and high stakes in community benefit, public relations professionals have an important role to play in creating and communicating the story. 35 Contact Us Michael Bilton Director, Community Health Programs 415.248.8411; email@example.com Deborah Bohr Senior Director, Special Projects (646) 678-4280; firstname.lastname@example.org 36