Mobile Healthcare Names

Part
01
of two
Part
01

Mobile Healthcare Naming: Best Practices (1)

The companies that have been successful in the naming of their mobile healthcare services are Aetna, Eyes of Hope, Eye Thrive, and Harvard Medical School.

COMPANIES THAT HAVE BEEN SUCCESSFUL IN THE NAMING OF THEIR MOBILE HEALTHCARE SERVICES

1. AETNA

Name of the Mobile Health Care Service: Cora.

What They Do:
  • Cora takes good health on the road by traveling throughout central Pennsylvania (PA) and the entire commonwealth.
  • Cora has a bio-measuring machine which produces a ticket with your height, weight, body mass index (BMI), body fat percentage, and your ideal weight, and BMI in less than a minute.
Why It Matters:
  • George Fernandez, the Latino Connection’s CEO, said: “I knew I wanted to name (the RV) something people can relate to.” “This is a way for Aetna to engage not only their members but the community at large.”
What the Name of the Mobile Health Care Service Communicates to the Public:
  • The name Cora stems from the word “corazon,” which means heart in Spanish. George Fernandez, the Latino Connection’s CEO, said that the "name reflects Aetna’s commitment to the health of the community."
How the Company Was Able to Become Successful:
  • Jason Rottman, CEO of Aetna Better Health of Pennsylvania, wanted the company to bring a healthy experience to the community. It is where the idea of Cora came from. "That idea grew into a smoothie bar, which grew even further to become the 38-foot vehicle people visit today."
  • More than 5,000 people visited Cora less than a month later after its debut, with more than 1,000 BMIs measured.
  • Cora was at the “Welcome America” festival in Philadelphia until July 4, 2018, and this was estimated to bring in over 250,000 people within three days.
  • By July 2018, Cora had additional 50-plus stops scheduled until mid-December.
  • Demore, Aetna's director of regulatory communications for health insurance, hopes to expand Cora’s stops for another year and add new features like dental screenings, blood pressure check, and glucose check.

2. EYES OF HOPE

Name of the Mobile Health Care Service: Odyssee.

What They Do:
  • They help doctors of optometry to quickly return to providing eye care and replacement eyewear following a disaster.
  • They travel to community and eye doctor-led outreach events across the United States when they are not responding to communities impacted by disasters.
Why It Matters:
  • The name Odyssee, altered spelling of Odyssey, is doubling their commitment to helping a million more people see by 2020.
What the Name of the Mobile Health Care Service Communicates to the Public:
  • The name is a play on “Odyssey,” an epic journey. The altered spelling makes it clear that their mission is to help people see and make a difference in the lives of patients across the United States.
How the Company Was Able to Become Successful:
  • Nearly two years ahead of schedule, Eyes of Hope already doubled the number of people in need who have gained access to eye care and eyewear.
  • Through the Eyes of Hope with the help of Odyssee, the company is committing to help another million more people, 3 million in total by 2020.

3. EYE THRIVE

Name of the Mobile Health Care Service: Mobile Vision Clinic.

What They Do:
Why It Matters:
  • The name change was the "final piece in a series of revamps the nonprofit has undergone in the past couple years, starting with the purchase of a custom-design mobile unit, which is their main service vehicle."
What the Name of the Mobile Health Care Service Communicates to the Public:
  • The library appearances and updated name and logo of Eye Thrive's Mobile Vision Clinic are part of a new push by the nonprofit to reach more youngsters who lack eye care and may have undiagnosed vision problems.
How the Company Was Able to Become Successful:
  • Kristen Sorth, director of St. Louis County Library, said that next year (2020), they may expand to all nine branches that have free lunches.
  • During the 11 visits of Eye Thrive to four of the county library’s branches such as Weber Road, Natural Bridge, Lewis and Clark, and Rock Road, they planned to fit more than 275 children with glasses by the following month.
  • Eye Thrive's Mobile Vision Clinic is scheduled to visit 160 schools this year (2019), with more on the wait list.
  • They will add a fifth staff member next month to streamline the pre-screening process which means that 30 more schools will get visits in 2019.

4. HARVARD MEDICAL SCHOOL

Name of the Mobile Health Care Service: The Family Van.

What They Do:
  • The Family Van helps residents in Boston’s most under-served communities to increase access to health care and improve their health. Their diverse team includes health educators to HIV counselors, registered dietitians to volunteers, and other health professionals and partners.
  • They provide health screenings like blood pressure, blood sugar, cholesterol, and HIV, as well as free lifestyle counseling and health education in various languages free of charge.
Why It Matters:
  • Nancy E. Oriol said that, in 1992, when she and Cheryl Dorsey created the Family Van, they did so with their prospective clients because they respected their ideas, they valued their judgment, believed in their knowledge of themselves and the lessons that their experiences had taught them.
What the Name of the Mobile Health Care Service Communicates to the Public:
  • Before they drove the Family Van into their community, they were already a welcomed member of their extended families, as their original tag line said, We are Family.
  • They created The Family Van using the non-traditional approach to assessing needs and building a health and social services delivery program.
  • "If you ask the Family Van patients, they say this mobile clinic is an important part of their health care world."
How the Company Was Able to Become Successful:
  • Regular clients improved their health and health literacy. Health literacy has improved to 49%.
  • Visits to the Family Van since it's inception: 107,929.
  • The company has identified 5,648 people with previously undetected illnesses over 10 years.
  • The company has trained 600+ volunteers over the last 10 years.
  • Future health professionals improved their cultural sensitivity which now stands at 76%.
  • Workshop attendees gained information and skills to be more effective leaders as the company's leadership skills are currently at 86%.
  • Averaged Return of Investment over the last 5 years is 23:1.
  • Value of the company's volunteers time over the last 5 years is at 600+ volunteers trained.
  • In avoided emergency room costs over 5 years, the company saved $2.8 Million.


Part
02
of two
Part
02

Mobile Healthcare Naming: Best Practices (2)

OCC Partners, Big Smiles, Deaconess Mobile Breast Service and Palmetto Women's Services have all been successful is using the names of their mobile health care services to achieve secondary objectives. One name shows the new integration of services, one uses a fun cheerful logo for its child stakeholders, one uses a 40-foot luxury RV painted in purple and blue swirls to spread the importance of mammograms, and one changed its name to clarify their services in a politically sensitive environment.

1. OCC Partners

NAME OF MOBILE HEALTH CARE SERVICES: On-Call Clinicians

WHAT THEY DO
  • OnCall Clinicians provide mobile medical services onsite to residential care settings such as assisted living communities, residential group housing for developmentally delayed, long term care centers, addiction treatment centers and the physically challenged.
  • The clinicians provide urgent medical care 24/7 as well as primary and preventative care and the management of chronic conditions and ongoing treatments.
WHY IT MATTERS
  • The patients OnCall Clinicians serve are among the most vulnerable and disadvantaged. Some are physically challenged, some are confined to residential care, and often these groups find getting health care difficult.
  • Bringing health care to them makes it easier, both physically and emotionally for the patient to accept the care that is offered.
  • On-call and mobile healthcare makes life easier for both patients and caretakers. Patients no longer need to travel to medical appointments, disrupt their schedules, and risk catching infectious diseases at the doctor's office.
SUCCESS
  • On-Call Clinicians formed partnerships with two other mobile health services.
  • Access Health Services provides clinical treatment for anxiety & depression, grieving, rehabilitation and end of life planning, pain management, trauma, among others.
  • Doorstep Health Care Services is the oldest provider of mobile dentistry services in Minnesota and as of 2007, is now a registered non-profit.
  • The name OCC Partners brings those three related services under one umbrella and streamlines referrals between them.
  • The word partner is a good choice as it makes it clear there are multiple entities involved.
  • The concept of being On Call is representative of all three of the health services, and their referral services make one-stop shopping easy for patients.
  • OCC Partners promotes regular health care, even if getting around is a challenge.

2. Big Smiles

NAME OF MOBILE HEALTH CARE SERVICES: Big Smiles

WHAT THEY DO
  • Big Smiles provides mobile dental services to children through their schools.
  • They are currently active in 19 states and some of the biggest school districts, including schools in New York City, Los Angeles, Chicago, Philadelphia and Baltimore.
  • They provide preventative care, including dental exams, cleanings, fluoride treatments, oral health instructions, sealants and X-rays in many locations.
  • Big Smiles also perform basic restorative care in most locations, including fillings, extractions and crowns.
WHY IT MATTERS
  • Children are more comfortable having dental treatment in a familiar environment.
  • Parents find the convenience of having their children's dental care taken care of at school a time saver.
  • Most importantly, more than 50% of children on Medicaid have never received dental care.
  • One in seven children between the ages of six and twelve suffer tooth pain at any given point in time.
  • Fifty-one million school hours are lost each year because of poor dental health.
  • They accept Medicaid and CHIP as well as private insurance.
  • More importantly, no child is ever turned away if they can't pay.
SUCCESS
  • In twenty-plus years, the company has grown from two dentists volunteering in a local school to a national business.
  • The founders are both mothers and knew that dental health was important but not always convenient or available.
  • The service communicates the importance of regular dental care at a young age,
  • The name and the logo are bright, cheerful and speak to the work they do, making children comfortable smiling.
  • The TV coverage of their visits helps spread the word, as does their Facebook page.

3. Deaconness

NAME OF MOBILE HEALTH CARE SERVICES: Deaconess Mobile Breast Services

WHAT THEY DO
WHY IT MATTERS
  • Deaconess promotes its services to both employers and employees.
  • Employees are told that they will have access to the "same High-quality 3D equipment" used at the hospitals.
  • On-site mammography can be done in 15 minutes, they bill all insurance plans directly, and if a woman does not have insurance, their exam is covered by Deaconess's grant plan.
  • Employers are encouraged to use the service to increase the wellness of their employees at no cost, raise breast cancer awareness and to "help detect breast cancer at early treatable stages."
SUCCESS
  • Deaconess Mobile Breast Center coach is a 40-foot luxury RV with bright colors and the words Mobile Breast Center scrawled across the side.
  • It includes two private dressing rooms that lead directly into the mammography area and can serve up to 30 women a day.
  • The configuration provides women with more privacy than clinics in the hospital.
  • Deaconess has a 2-minute video on its mobile service page of its website, which communicates the importance of breast cancer screening.
  • Many women who use the mobile service say they would never have had a mammogram if not for the convenience.
  • The Facebook page for Deaconess has a picture of the bright, splashy vehicle with purple and blue swirls posted on its page, along with information on how to contact the service.

4. Palmetto

NAME OF MOBILE HEALTH CARE SERVICES — Palmetto Women's Services

WHAT THEY DO
  • Palmetto recently changed its name from Palmetto Pregnancy Services to Palmetto Women Services.
  • Invitations were sent to a ribbon-cutting ceremony and announcement of their new mobile clinics, which began covering four nearby towns, Chester, Clover, Fort Mill and York.
  • Located in South Carolina, Palmetto is a faith-based charitable organization that offers free pregnancy tests, assistance with applications for health care, pregnancy aid and SNAP.
  • It also provides a 90-day supply of free prenatal vitamins, formulas, diapers and other clothing.
  • Biblical based counseling is available for abortion, miscarriage and abuse. Palmetto also provides "Surrender the Secret" post-abortion care.
  • They DO NOT offer "prenatal care, birth control prescriptions, fertility testing, abortion services or referrals, mammograms, or STI/STD testing."
WHY IT MATTERS
  • Being a pro-life women's services charity, they can provide advice and options for women who are looking for faith-based guidance in dealing with unexpected pregnancies.
  • They also provide a 24/7 helpline.
SUCCESS
  • Palmetto has been in operation for 35 years. Their motto is "Uniting Hope, Health, and Healing".
  • Its funding has been steady or rising for the last seven years.
  • It is clear from both their website and their Facebook pages that their message is to carry the baby term.
  • Given the current differences between pro-life and pro-choice proponents were likely behind the change in the name from Pregnancy Services to Women's Services, as the former has the potential to send the wrong message.
  • Given that as a goal, the name change is likely integral in the success of the organization and the mobile clinic.

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