Transformation Update – February 2007 Communication Program Supports Recruitment and Raises Public Awareness

These are exciting times in the life of our Commissioned Corps of the U.S. Public Health Service (Corps). As we’ve described in previous Transformation Updates, we are reinventing the way we do business and increasing the number of officers on active duty in order to better meet the multitude of missions tasked to us. The ultimate success of these initiatives depends heavily on an effective and efficient communication strategy which will enable our current officers to provide input to the Transformation Team and keep abreast of Transformation progress; increase the public’s awareness of our Service and our mission; and assist with recruiting prospective applicants.

Our approach for the comprehensive communications strategy includes:  Launching a new USPHS Web site that will provide a ‘flashy’ and functional entry point for all information related to the Corps; Developing a Web page within the new Web site that focuses on Transformation-related issues; Increasing public awareness of the Corps through a robust public affairs program; and Conducting a vigorous recruitment campaign targeted first to physicians, nurses, dentists, and pharmacists.

The new Web site (currently www.usphs.gov) will be launched in April of this year. This site will bring together all of the resources currently available on the current USPHS, Commissioned Corps Management Information System, and Office of Force Readiness and Deployment Web sites; will link to category Web sites; and will serve as the primary site for prospective officers to apply online. Rather than requiring current officers and potential officers to go to various Web sites for information, this new USPHS Web site will be essentially ‘one-stop shopping’ for all things related to the Corps. The posting of the new Web site will coincide with the launching of our new recruitment campaign, disseminating more information to improve public awareness of the Corps, and initiating the electronic Call to Active Duty (eCAD) system. The eCAD system will enable candidates to apply for their commissions online.

As indicated in previous articles, we are attempting to make as much Transformation information available as possible. To that end, a page on the new Web site will focus on the Transformation. Officers and the general public will be able to access the site to read Transformation-related documents; review the timeline of events that led to where we are now; review the milestones that have been set in collaboration with the leadership of the Department, Corps, and each of the Operating Divisions and Staff Divisions to which our officers are assigned; and provide suggestions to members of the Transformation Team.

In the past, the Acting Surgeon General, RADM Kenneth Moritsugu, has jokingly referred to our Corps as “the few, the proud, and the invisible.” He applauds the recent efforts to bring about greater public awareness of our officers and the Corps and encourages all of to us participate in these activities. To continue the trend of ‘a more visible Corps’, we have begun a public awareness campaign in which nearly 600 of you have participated. The campaign includes “My CC Story”; video profiles of officers in various professions that can be used in a number of venues (e.g., on the Web site, at conferences); and media coverage of the Corps during deployments.

We are beginning to see the public awareness campaign bear fruit. Officers have volunteered to participate in the “My CC Story” campaign by going to www.myCCstory.org and completing an online profile. This campaign showcases the important work that the Corps does and has resulted in several articles profiling our officers with the media in the communities where they’re deployed, in their hometowns, and in their educational and professional communities. To date, articles about Corps officers have appeared in publications such as Anchorage Daily News (Anchorage, AK); The Independent (Gallup, NM); The Redding Pilot (Georgetown, CT); the University of Arizona College of Pharmacy newsletter; and The Vindicator (Youngstown, OH). In addition, an officer was interviewed on Federal News Radio (WFED-AM and www.federalnewsradio.com) (Washington, DC). Through such efforts we become better known to the communities we serve and to the American public at large.

Secretary Leavitt has challenged us to grow the Corps by increasing the number of officers on extended active duty. As we do, we will be better able to accomplish our public health and emergency response missions. That growth, however, must target our current and future gaps in professional disciplines and competencies if we are to effectively accomplish our missions. To that end, our communications contractor has developed a targeted recruitment campaign that reaches out to the health professionals whose services are in greatest need. The “Corps Recruitment Campaign” is built on extensive audience research to develop compelling message and promotional materials that will resonate with prospective officers. The new Corps brand is communicated through the tagline “America’s Health Responders.” Exciting new brochures and new ads will accompany the campaign. They are designed to attract the type of health professionals we need to increase the size of the active duty Corps. This campaign is scheduled to begin in April 2007.

Associate recruiters and other officers who are actively involved in reaching the recruitment goals set forth in Secretary Mike Leavitt’s vision for a transformed Corps will have a wealth of materials to support their efforts. The materials present an updated, cohesive image of the Corps, and include: A new Web site that will provide general information and serve as a starting point for the application process; Printed collateral materials, including an overview brochure and fact sheets on specific professions and, when funded, the Health and Medical Response (HAMR) Team; Advertisements on career Web sites, in professional journals, and targeted alumni publications; and Conference exhibits.

Increased public awareness of the valuable work we do and compelling materials for prospective officers will underpin the entire Transformation effort. Look for announcements about the upcoming launch of the Corps recruitment campaign.

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