Health Horizons: Mapping Your Program's Unique Value

🎙️ Welcome back to the Community Health Management Design Podcast—your go-to resource for crafting impactful community health programs! I'm Dr. Mosier, and in today's episode, we'll be exploring the essentials of creating a Unique Value Proposition (UVP) for your community health management plan.

We’re diving deep into identifying your target audience, defining the value you deliver, and distinguishing your program from existing solutions. Along the way, we’ll break down how to create audience personas, align your UVP with their needs, and refine your message through AB testing. Plus, you'll get actionable tips and a hands-on assignment to draft multiple UVP variations tailored to different stakeholders.

Join us as we lay the foundation for a strong UVP that will guide your initiatives and make a lasting impact. Let's get started on mapping your program's unique value! 🌟

Tami Moser [00:00:00]:
Welcome back to the community health management design podcast. I'm doctor Moser. And today, we're diving deep into crafting your unique value proposition or UVP for your community health management plan. This includes market analysis for community health programs, things like gathering and interpreting relevant market data, identifying trends and growth opportunities, and presenting market information persuasively. Now I know we're still in week 1, and you might be thinking, isn't it too early to be this specific? But trust me, defining your UVP early on will sharpen your focus and guide everything else you do. So let's get to it. 1st, let's break down what a UVP really is. It's a clear statement that describes the benefit of your offer, how you solve your customers needs, and what distinguishes you from the competition.

Tami Moser [00:00:54]:
In our case, the customer is your target population and the stakeholders who will support your program. To create a strong UVP, you need to answer these three questions. Who is your target audience? What value do you deliver to them? And how is this different from existing solutions available for them? So let's dive deeper into each of these. First, your target audience. At this stage, you don't need to know everything about them, but you should have a clear idea of who they are. Are they low income families, elderly residents, teenagers? Here's a tip. Create a quick persona. Give them a name, an age, a job, and a key health challenge.

Tami Moser [00:01:42]:
This will make your UVP more focused and relatable. In fact, let's go one step further. You will have in your workbook an area where you can create 3 distinct personas by filling in the information. Take the time to think about who would be at least 2, but maybe 3 real customers within this target population. Once you have that done, you really are clear on the value you deliver. This isn't just about your services. It's about the outcomes. Will you improve access to care, reduce emergency room visits, increase healthy behaviors? Finally, differentiation.

Tami Moser [00:02:31]:
Research existing programs in your area. What gaps do they leave? How can you fill those gaps? And keep in mind that you don't just look at organizations just like yours for the competitors. They can exist in many different areas of organizational life, even beyond what we would consider normal health care or health systems organizations. So now let's put this together. Here's a formula for a strong UVP. For target audience, fill in the blank, comma, your program name is competitor's name, we key differentiator. What you're doing there is clearly communicating the differentiation between you and other options. So this would be an example statement.

Tami Moser [00:03:36]:
For low income families in Greenville, Green Health Hubs is the community wellness program that provides integrated access to nutrition, education, and physical activity. Unlike traditional health clinics, we offer all these services in one convenient community based location. Simple formula to fill in those blanks. Although, filling in the blanks themselves is not always so easy to do. Here's the key. Your first draft isn't your final draft. You need to refine your UVP based on your target audience. And here's 4 general rules of thb you can use.

Tami Moser [00:04:18]:
1st, language. Use words your audience uses. If you're targeting teens, use their language, and it should be different than if you're targeting seniors. 2nd, pain points. Highlight how you solve their specific challenges. If transportation is a big issue, emphasize your convenient locations. And here's an expert tip thrown in here. Your different audiences, you may have different personas of your target population, and there's distinction between them.

Tami Moser [00:04:53]:
You can actually do what we call AB testing in marketing, which means that you can use specific language and highlight specific issues relative to the persona you're targeting within the larger population. Meaning that you may have 2 or 3 different types of communications going out. Those are so that you're using the language that fits the actual you, flew to I lost my words there for a minute. Sorry. It actually fits the specific user within that community, but you also then are highlighting the big issue, which may be a little bit different depending. Okay. So let's jp back in. The third is values.

Tami Moser [00:05:44]:
Align with what matters to them. If community is important, stress the community building aspect of your program, and you can see how that would be added on to. If I've got different personas, I may do AB testing using those different markets for different language, different pain points, different values focused on. And even nber 4 may be different, which is the channels. Consider where you'll be sharing this UVP. A grant application might allow for more detail than a flyer, and depending upon the audiences and the marketing channels chosen, which we'll get into later, those may look very different in in terms of not only language pain points and values, but then total design for the market. Now you might be wondering, how do I know all this about my audience already? And that's a great question. At this stage, you're working with your initial research and assptions.

Tami Moser [00:06:40]:
You'll refine these as you go deeper into your market analysis. For now, focus on what you do know. Look at census data, local health reports, and any community surveys. Talk to local health care providers and community leaders. What trends do they see? What challenges do they face? Remember your UVP isn't set in stone. It's a living statement that will evolve as you learn more about your audience and market as we continue forward in this process. The key is to start strong and be ready to adapt it. So here's your assignment.

Tami Moser [00:07:15]:
Draft your UVP using the formula we discussed, then create 3 variations each targeting a different stakeholder. Say your target population, potential funders, and local health care providers. How does your language and focus shift for each of those? In our next episode, we'll dive into market analysis, which will help you further refine your UVP and ensure your program meets a real unmet need in your community. This is doctor Moser signing off. Remember, a strong UVP isn't just about what you do. It's about why it matters to your audience. Keep refining, keep listening, and keep making a difference in your community's health, and I'll see you in the next episode for this week.