Region & Affiliate Leadership Development Workshop

Saturday, June 22, 20131:15-4:00 PM

Cedar Room, Sheraton HotelSeattle, Washington

Objective

Gain an understanding of various elements of the current political landscape and the effect on Healthcare

Obtain an overview of current ANCC process, rules and regulations

Acquire an understanding of how to brand the WOCN logo and WOCN Society image

Obtain an understanding of current tools available to demonstrate the value of a WOC Nurse.

Demonstrating the Value of the WOC Nurse: The Difference is in the

Evidence

In 2009, the WOCN Board and Committee Chairs and staff embarked on the development of a strategic plan centered around the creation of tools and messaging to demonstrate the value of the WOC Nurse

To achieve our overarching goal and communicate our value, the Society created and invested in the following tools and initiatives

Designed to provide members with tools to communicate and demonstrate the value of WOC

nurses in various practice settings

Scope & Standards of Practice2012 Salary SurveyCNO PresentationProductivity Template for Home & Acute Care WOCN Brochure “Recognize the Difference”

Empowering

• Defining the Practice

Educational program that provides a WOCN approved certificate of education in basic wound care

Positioning of the WOC NurseWound Treatment Associate (WTA)

Is it a Pressure Ulcer or Incontinence Associated Dermatitis (IAD)? An Introduction to Moisture Associated Skin Damage

Wound Care: Principles of Wound Healing and Product Selection

Ostomy Basics: Identifying Stoma Types and Mastering Pouch Selection

Tools for Value

“Recognize the Difference”

Outcome Study purpose

Describe the prevalence, incidence and effectiveness of home health care

agencies’ services (with and without a WOC nurse) related to wounds,

incontinence, and urinary tract infection (UTI) patient outcomes

Series of articles

Published in Jan/Feb Published in March/April

Home Health Agencies with a WOC nurse had significantly better outcomes for both

improvement and stabilization of wounds, urinary and bowel incontinence and UTI’s compared to agencies with no WOC nurse

JWOCN Westra, et al Volume 40 Number1

Outcome Study Findings: The Effectiveness of the WOC Nurse

Print, email and web

banner ads

Publication / Medium Timeline Reach

AONE Voice of Nursing Leadership newsletter print ad

January 2013 8,100 subscribers

AONE website banner ads January 2013 35,000 pageviews/month

American Journal of Nursing (AJN) website banner ads

December 2012 – January 2013 100,000 impressions

AJN eTOC email banner ad January 2013 24,000 subscribers

Wolters Kluwer Executive Extra eNews newsletter ad

December 2012 – January 2013 9,500 subscribers

Journal of Nursing Administration (JONA) print ad (full page)

January 2013 10,100 subscribers

JONA iPad app cover band January 2013 10,100 subscribers

Collaboration with the WOCNCB®

“Entry Level Wound, Ostomy and Continence Nurse Education and

Certification”WOCN Society and WOCNCB

Joint Position Statement

Available at: http://www.wocncb.org/pdf/position-statements/WOCN

CB_Joint_Position_Statement.pdf

“Marketing the Gold Standard: Educating Others About WOCNCB

Certification”Power Point presentation by Mikel Gray, PhD, FNP, PNP, CUNP, FAANP, FAAN

Available at: http://www.wocncb.org/resources/marketing-

resources/market-your-certification.php

Collaboration with the WOCNCB®

Videos conveying the value of the WOC nurse

Available at: http://www.wocncb.org/video-contest/

• Collaboration with the WOCNCB®

Available at: http://www.wocncb.org/become-certified/how_to_choose.pdf

Questions

WOCN Image & Branding

Wound, Ostomy and Continence Nurses Society™

The WOCN® Society

WOCN®

Branding 101:

Everything You’ve Ever Wanted to Know about Branding but Were Afraid to Ask

Kim Karagosian, Director of Marketing

Kaitlin Wingard, Marketing Manager

What is a Brand?

No longer just a way to “steak” your claim

What is a Brand?

"A Brand is not a product or a promise or a feeling. It's the sum of all the experiences you have with a company."

– Amir Kassaei, President, Art Directors Club of Europe 

What is a Brand?

Everyone’s got a definition…

1. “A brand is the ‘personality’ of a product, service or company.”

2. “A brand is the essence or promise that a product, service or company will deliver or be experienced by a buyer.”

What is a Brand?

"It's not what you do once in a while; it's what you do day in and day out that makes the difference."

– Jenny Craig 

What makes up a Brand?

• Logo/Identity• Colors• Name• Acronyms• Products• Writing Style/Voice• Domain name• Trademark

• Relationships• Feelings/Opinions• Presence• Performance• Trustworthiness• Quality• Value• Relevance/Point of

Difference

WOCN Society’s Brand

WOCN Society’s Brand

Regions & Affiliates: Brand Advocates for the WOCN Society

• As Regions and Affiliates, you are a large part of the Society • We rely on YOU to help us get the word out about WOCN Society• It’s important that our communications are consistent

Tips for Improving Your R&A Website

Ask your web

designer/

developer to

incorporate these

colors into your

website design.

Include the Mission and Visions on Your Website

Mission

The Wound, Ostomy and Continence Nurses Society™ (WOCN®) is a professional nursing society, which supports its members by promoting educational, clinical, and research opportunities to advance the practice and guide the delivery of expert health care to individuals with wound, ostomy and continence concerns.

Include the Mission and Visions on Your Website

Marketing & Communication: The WOCN Society will effectively deliver the message of our vision to our internal and external consumers to meet/exceed their needs.

Research: The WOCN Society will be the driving force in promoting research to enhance WOC clinical practice.

Volunteer Engagement: The WOCN Society will be a thriving organization of diverse WOC nursing leaders.

Education: The WOCN Society will be the leader in comprehensive, innovative WOC education that promotes safe and effective prevention and management of WOC disorders.

Membership: Every provider of WOC specialty nursing care is a member of the WOCN Society.

Advocacy: WOCN will be the authoratative voice promoting awreness among the public policy makers and the healthcare community about the prevention and maangement of WOC disorders.

Refer to the Society in a Consistent Way

• On first mention: Wound, Ostomy and Continence Nurses Society™ (WOCN®)

• On subsequent mentions: The WOCN Society or The Society• Remember: WOCN should be used as an adjective, not a noun.• Nurses are Wound, Ostomy and Continence (WOC) nurses, not

WOCNs

Branding Review: The WOCN Society Style Guide

Review the new style guide for more information on branding with the WOCN Society in mind.

ANCC

Overview of ANCC Criteria: Accredited vs. Approved

Obtaining CE Approval

ANCC Form & Process

Commercial Support

Public Policy & Advocacy: The Political Landscape

WOCN Advocacy Training

Presented by:

Christopher Rorick, M.P.A., Sr. Policy Advisor, Bryan Cave

Who is Bryan Cave?

• Bryan Cave LLP is a leading business and litigation firm with global reach, a strong reputation and a long history of success.

• With more than 1,100 attorneys and 19 offices worldwide, we pride ourselves on proactive, solution-oriented work in every major area of interest to clients.

• Bryan Cave provides government relations and strategic counsel to corporations, trade associations and non-profit organizations.

What We Do

• The lawyers and non-lawyer consulting professionals on our team represent clients before a variety of federal regulatory agencies, the United States Congress, state legislatures, governors, attorneys general and county and municipal governments. Our team also assists clients on regulatory compliance, adjudication and rulemaking proceedings, enforcement actions and the drafting of agreements.

How We Do It

• BCS principals have extensive experience in helping manage political campaigns and legislative game-plans.

• This allows us to use campaign methodologies and techniques to design and execute winning strategies.

• Working in tandem with our colleagues in the firm’s other practice groups, we are uniquely capable of utilizing the “toolbox” approach.

• We provide clients with the full spectrum of government relations’ services.

• Our firm also has an active political action committee (PAC).

How We Do It

• Bryan Cave offers clients an unsurpassed bipartisan, bicameral team.

• We have long-standing relationships on both sides of the political aisle— in leadership, the relevant committees, the various key caucuses, and in the Executive Branch.

• We have worked closely with the congressional committees with jurisdiction over health care matters.

• We know and are respected by the Members of those committees and their staffs and are often called upon to serve as a resource to them.

• We also are well-versed in the legislative process and in federal agency procedures. We have close working relationships with agency officials (e.g. HHS, CMS, CDC, HRSA, FDA, NIH, DHS) and have unique ties to senior officials within the Executive Office of the President.

Legislative & Regulatory Process

Types of Legislation

• H.R. - House Bill• S. - Senate Bill• H.J.Res. - House Joint Resolution• S.J.Res. - Senate Joint Resolution• H.Con.Res. - House Concurrent Resolution• S.Con.Res. - Senate Concurrent Resolution• H.Res. - House Simple Resolution• S.Res. - Senate Simple Resolution

Regulatory ProcessPreRule Stage

• Unified Agenda. The Unified Agenda is a collective list of all federal agencies' planned and recently completed regulatory actions. published semiannually, usually in April and October. Unified Agenda entries usually include, among other things: the title of the rule, an abstract, the submitting agency, the date of submission, the stage of the rule (proposed or final), and the legal authority (when applicable). Current and past Unified Agendas are available electronically at RegInfo.gov.

• The Unified Agenda often publishes rules in the "prerule" stage. Usually, these rules have not previously appeared in the Federal Register. Therefore, inclusion in the Unified Agenda is the first public notification of rulemakings.

• In the prerule stage, the rule will be assigned a regulation identifier number (RIN). The RIN is the easiest way to search for more information on agency websites or in the Federal Register. However, it is possible the agency will make no further information on the rule available until the agency publishes a notice of proposed rulemaking (NPRM) in the Federal Register.

• The prerule stage also marks the opening of a rulemaking record. However, the amount of information in the record made publicly available varies from agency to agency. The rulemaking record may be opened to the public in the prerule or proposed rule stage.

Regulatory Process, cont.Proposed Rule Stage

• Before agencies can publish proposed rules, they submit significant rules to the White House for review. This provides the next opportunity for the public to view a proposed regulatory action.

• In addition to housing the Unified Agenda, RegInfo.gov provides information on the review of proposed rules. When an agency submits a rule for review, the rule is posted on RegInfo.gov. After the White House completes the process, it notes the outcome of its review.

• Users can search RegInfo.gov only by agency. RegInfo.gov also provides a list of regulatory reviews completed in the last 30 days and historical reports of regulatory reviews.

Regulatory Process, cont.

Comments on Proposed Rules

• After the White House completes its review process, and if it allows the agency to continue with the rulemaking, the agency will publish a Notice of Proposed Rule Making (NPRM) in the Federal Register. The NPRM should contain all the information essential for the public to understand the potential impact of the proposed rule. The NPRM usually announces the beginning and end of a notice-and-comment period for the rule.

• When the comment period for a proposed rule begins, the rule will be posted on Regulations.gov, this is the federal portal for submitting public comments on rulemakings.

• The website allows you to view the proposed rule and, at times, supporting documentation the agencies or the White House used to develop the rule.

• Regulations.gov will also (usually) post your comment and the comments of others for each rule.

Regulatory Process, cont.Final Rule Stage

• When the comment period ends, the process for tracking a regulation once again becomes murky. Although the rule, comments, and other information will remain on Regulations.gov, new information may not become available until publication of the final rule.

• The Federal Register is another way of finding new information on a rule after the comment period closes. Agencies may publish relevant information as it comes up. Unfortunately, sorting through the many pages of the Federal Register is no small task.

• Another way of using the Federal Register is checking new Unified Agendas. Because the Unified Agenda is published twice every year, rules frequently appear in more than one Agenda. Tracking a rule in the Unified Agenda will likely tell you no more than if the rule has moved from the proposed rule stage to the final rule stage.

• However, the fall publication of the Unified Agenda also includes the Regulatory Plan. The Regulatory Plan is more focused than the Unified Agenda and includes only agencies' most important regulatory actions. If the rule you are tracking appears in the Regulatory Plan, the listing will include a timetable with important past dates and estimates of future developments.

• The final work on a regulation is usually the publication of the final rule in the Federal Register. This notifies the public the agency has completed its regulatory action. The notice of a final rulemaking includes the final text of the rule and its anticipated effective date.

Congressional Outreach

The Basics

• Congress– House of Representatives (435

Members)– Senate (100 Members)

• Locate Your Representatives– www.house.gov– www.senate.gov

• Do Your Legislative Research– www.congress.gov

Congressional Office Makeup

• Member of Congress– Chief of Staff– District Director– Legislative Director– Legislative Aide– Scheduler

Reaching Out

After Finding Your Representatives:– Call their office and ask for the

name of the Legislative Aide (LA) who handles health care issues

– Ask for their contact information– Send introductory email to the

Health LA– Follow-up as needed

Methods of Communication

• Preferred method is email communication

• Send to generic address first• Send directly to Health LA if

possible• Keep it short and simple• Avoid multiple messages• Allow ample time for response

Building A Relationship

• Each Congressional Office has offices in the state as well as in D.C.

• District Staff– Call District Director and ask for a

meeting– Tell them about your facility– Ask them to help you schedule a visit to

your facility– Arrange a visit to your facility by the

member of Congress

Visiting D.C.

• Notify WOCN Staff if you plan to visit D.C.

• Contact Scheduler to arrange a meeting with the Member

• Notify Health LA of your plans as well• Prepare for the meeting

Do’s & Don’ts

• Do personalize everything

• Do tell your story• Do thank them• Do have support

materials• Do be flexible• Do have an ask

• Don’t assume they know anything about your profession

• Don’t bring in personal politics

• Don’t discuss fundraising

• Don’t be intimidated

Nurturing The Relationship

•Stay connected•Pass along articles or studies•Let them know you’re

watching

State Advocacy• Stay Alert – Try to read about the activities of your state legislature in the

newspaper or on health policy blogs that might be available in your state.• Engage Other Stakeholders – Reach out to patient group leaders in your state as

well as the public policy representatives you might have at your institution and ask that you be kept involved and considered a resource on health policy decisions.

• Research – Two great resources are listed below that can help you become well informed about state policy and your state legislatures. The National Conference of State Legislatures (NCSL) has a wealth of information about state policy and state legislators, and has a dedicated Health Policy section.

• In addition, Project Vote Smart can help you identify who your state legislators are and how to contact them.– http://www.ncsl.org/issues-research/health.aspx– http://www.votesmart.org/

• Reach Out – The WOCN® Society encourages all of its members to reach out to their state representatives, just as they would with their federal representatives. Being engaged is the best way to protect both your profession and your patients.

WOCN Advocacy In Action

Recent Activities• Advocacy Tab Rebuild• Grassroots Communication Plans• Ostomy & Fistula Working Group

– Comprehensive CMS Fistula Policy– CMS Denial of Ostomy Supply Claims– NY Ostomy Reimbursement

• HHS Partnership for Patients• Stoma Site Marking• Ostomy Guiding Principles• Nursing Workforce Issues• Home Health Orders for NP’s• National Quality Forum• CMS Competitive Bidding Program

Educating the Policy MakersWOCN Health Care Agenda

Access to WOC Supplies

Payment Reform Nursing Workforce and

Education Quality of Care

Initiatives

Public Policy and Advocacy

Achievements

Understanding Medicare Part B Incident to BillingReimbursement of Advanced Practice Registered

Nurse ServicesContinued alliance with the ANANational Quality Forum MemberGI/GU Steering Committee

Public Policy & AdvocacyInitiatives

Working with WOCN legislative consultant and UOAA on issues with local coverage decisions regarding ostomy supplies

Participating in NQF and quality measure development

Collaborating with ANA as an Organizational Affiliate and participating in the Alliance of Nursing

Ostomy Guiding Principles

Joint Commission Stoma Siting

Ostomy Supplies Reimbursement (NY & CA)

Thank You