Development of a Cross-Agency Communications Network for Collaborative Impact

Background: Recognizing opportunities and cost efficiencies in working collaboratively, leaders in 3 Oklahoma state public health agencies established the Public Health Academy of Oklahoma (PHAO). This effort aligns distinct missions in tobacco control, nutrition and fitness, and substance abuse prevention program delivery for collective impact at the local level. PHAO leaders sought to improve information sharing, reduce redundancies, and increase competencies by organizing and disseminating knowledge across agencies. An online learning community and learning management system were customized to create a unified OK In the Know coordinated communication system.

Program background: In Fall 2015, PHAO launched OK In the Know to 1) share, track, and manage competency-based cross-organizational training based on priorities and staff needs, and 2) centralize and increase inter and cross-agency peer-to-peer information sharing, networking, marketing of resources and events, and collaboration. In the Know features a: searchable catalog of resources and news; member directory; calendar of events; discussion forum; group formation capability; and leaderboard of active participants. A community manager supports the system in partnership with cross-agency leadership teams to design marketing and engagement strategies including email alerts, newsletters, and website postings; selecting resources and programs to highlight; and facilitating connections between users.  Guided by diffusion of innovation models from Rogers and Gladwell, a phased roll-out strategy was used to promote system adoption. Phase 1 (pilot) engaged a core group of innovators to create initial super-users, test the system, and develop promotional messaging and activities to motivate early adopters. Phase 2 (launch) invited all prospective users to an in-person kick-off event, during which they trained and participated on the system components. Phase 3 (implementation) focuses on ongoing mobilization and sustained engagement of early adopters through milestone incentives, meaningful user-driven content, and visible leadership roles and opportunities.

Evaluation Methods and Results: Process evaluation was used to assess whether the diffusion strategy and marketing approaches worked to engage PHAO members on OK In the Know, and to better understand how participants are accessing, sharing, and disseminating information. Since launching, nearly 300 public health stakeholders (87% of the target audience) have registered, with the majority (74%) logging in each month. Over 358 messages have been posted on the forum, 8 collaborative group pages created, 104 resources and 46 training products posted, and 108 events promoted.

Conclusions: Preliminary data show use of the systems plateauing after an initial peak. Based on user feedback, while user motivation and skills for engaging with the system remain high, competing priorities are current barriers to participation in the system.  A web-based member survey is planned for April 2016 to explore factors that impact engagement level with the system, and identify examples of collective impact in practice.

Implications for research and/or practice: The PHAO marketing and diffusion process and lessons learned can guide other public health programs on building online communication tools to provide a vehicle for cross-agency collaboration and workforce development. Further research opportunities exist to conduct network systems analyses to better understand how online learning communities accelerate network development for collective impact.