Our Best Work

The projects highlighted below offer a view of the depth and breadth of our best work in health and social marketing.

CDC HIV/AIDS National Partnership Team - Innovation – Evaluation Planning and Digital Communication

Working closely with the partnership team and building on their existing strategic plan, we developed an evaluation plan for the National Partnership Team. We created measurement tools and a proposed an innovative digital dashboard for assessing partners prior to engagement in order to prioritize the team’s resources.

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We suggested using several online existing criteria for assessing partners such as communication reach, frequency, and target audiences in the social media sphere. We also suggested assessing the existing social media environment around specific issues in the HIV/AIDS arena to better understand the conversations in the online world not just the conversations on CDC sanctioned social media sites. Additional features of the proposed dashboard included moving proposed partners data from prospective to monitoring for short-term impact to long-term outcome measures and regular reporting features.

CDC Sexual Health Framing - Innovation and Message Framing

We developed a message framework for communicating about the work of sexual health across all of the domains in NCHHSTP and other CDC programs that emphasizes both sexual health promotion and disease control.

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I was the senior advisor for research and evaluation to AIR team for an environmental and literature review as well as qualitative and quantitative research with multiple audiences. Using innovative techniques such as storytelling and metaphor analysis we were able to better understand a wide range of audiences’ values about sexual health.  We also used private sector syndicated databases to quickly and inexpensively secure a list of people with broad range attitudes for a more in-depth survey and interviews.  We published a manuscript and conducted a webinar on the topic.

Traveler’s Health Primary Care Providers - Intelligence, Innovation, and Marketing Communication

KMS was engaged to provide branding for California’s teen dating violence prevention project. With a short timeline and limited funds, we crafted a plan to use Facebook as our tool to both recruit teens into an online survey and to field test eight varying brand names and taglines.

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The field test was designed to learn which name and tagline teens were most likely to click through on to our survey as a mild test of the name/tagline’s attention-getting and motivation/inspiring capability in real life. This innovative research process brought us much closer to teens than we, as adults, would have been able to get otherwise. It was also much more cost-effective, quantitative, and more timely. The test identified two top winners and the final decision was made by the partner organizations.  The brand name Stand2gether for Healthy ♥ Relationships was used as their brand name for youth leadership teams for over 5 years.

California Teen Dating Violence Prevention - Intelligence and Marketing

We developed a strategic marketing and communication plan for education and outreach to health care providers who advise international travelers, with an emphasis on primary care providers (PCPs).

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We provided expert consultation to the Branch in determining which primary care physicians to target and which geographic locales would be the best targets for their outreach efforts.  We proposed new product ideas and suggested developing a private-public partnership alliance funded by the pharmaceutical industry.  We introduced the Branch members to several pharmaceutical representatives and helped begin the process of developing the alliance through the CDC Foundation.

Centers for Disease Control and Prevention (CDC) - Insight Branding, Strategic Planning, and Audience Intelligence

This was Dr. Kirby's first brand initiative which she led while still employed at CDC. This organizational and communication change initiative was designed to help CDC speak with one voice to all of their stakeholders. She managed a seven member branding team and adapted the best practices in brand development to the public health world.

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She likes to include this case in examples of her best work because it is a hallmark in her career.  It included multiple stakeholder research, a brand strategy platform to provide and communicate what is unique and valuable about CDC's work, a new namemark and tagline, key messages, and a brand standards guidebook. A brand architecture was adopted that helps stakeholders understand how each CDC program, center, and office's work is conected back to CDC's brand promise of Safer Healthier People. This public health industry leading effort laid the groundwork and acceptance of branding for other public health marketing projects at ASTHO, NACCHO, and ASPH. Two articles were published in Social Marketing Quarterly and can be ordered at http://www.tandf.co.uk/journals/titles/15245004.asp Volume 7, Number 2, June 2001. This CDC brand was in service at CDC for over ten years.  A record Dr. Kirby is very proud to share with the team at Porter Novelli that helped develop the brand.