1. NAPHSIS Annual Meeting 2009 My Program and Why You Should Fund It Linette T Scott, MD, MPH Deputy Director Health Information and Strategic Planning California Department of Public Health June 3, 2009

2. NAPHSIS Annual Meeting 2009 Overview Making It Stick The Case The Translation

3. NAPHSIS Annual Meeting 2009 Making It Stick Six Principles: » Simplicity » Unexpectedness » Concreteness » Credibility » Emotions » Stories Made to Stick, Chip Health & Dan Heath

4. 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

5. 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.

6. NAPHSIS Annual Meeting 2009 Selling Your Product Know your customer Know your product Do it well

7. NAPHSIS Annual Meeting 2009 Selling Your Product Getting the news out: Messaging Branding Leading to: Name recognition Product recognition Credibility Customers

8. NAPHSIS Annual Meeting 2009 Births Adoptions Marriages Dissolutions Deaths Selling Your Product Utility Quality Security Confidentiality Monitor & Improve Public Health

9. NAPHSIS Annual Meeting 2009 What’s Your Product? Registration Preservation Issuance Dissemination No … that’s your functions …

10. 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)

11. NAPHSIS Annual Meeting 2009 What’s Your Product? Certified Copies Verifications Data Files Reports OK … those are products … so what?

12. 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

13. 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?

14. 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!

15. 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!

16. 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!

17. 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!

18. 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!

19. 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 there Who you gonna call? Vital Records!

20. 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!

21. 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!

22. NAPHSIS Annual Meeting 2009 Why does it matter? It’s all about perspective Public health: Create an environment for people to be healthy Doctor’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!

23. 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

24. 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 and one 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!

25. NAPHSIS Annual Meeting 2009 To Summarize – The Product? Population Census Who lives next door? Diseases & Conditions What ails you? Identity Prove it happened! Fraud Prevention Stop paying for the dead guy!

26. NAPHSIS Annual Meeting 2009 To Summarize – More Products? Surveillance Why aren’t they serving my burger? Age I want to get into school Market Analysis Where are my customers? Quality Assurance Did you do it right? Prove it!

27. NAPHSIS Annual Meeting 2009 The Solutions Certifications Verifications Data Files Reports Soooo … Who you gonna call? Vital Records!

28. NAPHSIS Annual Meeting 2009 Thank you!