Case Study: Maternal and Child Health Section of the Georgia Department of Public Health

The Client

The Georgia Department of Public Health is composed of several sections, including a section dedicated to women and children under their health promotion division. The Maternal and Child Health (MCH) Section includes family planning, newborn screening and intervention, and medical services for women and youth; and provides information to families, medical providers, and researchers.

The Challenge

• Position the Maternal and Child Health Section to be a recognizable stand alone brand.

• Optimize engagement with target audiences by ensuring the right information is easily accessible to the right target audience.

• Get all 18 health districts online and trained to use digitized workflows to increase efficiency

• Brand Development -

Ensure cohesiveness of MCH Brand identity apart from general DPH

• Strategic Communications -

Create internal processes including an intranet, and train people on updated digitized workflow

Edit publications and other marketing collateral

• Web Development-

Update website, including copy and create portals geared to each audience.

Shared relevant messaging on related national health observances

• A user-centered MCH home page with separate portals that would explicitly communicate with each of the Section's major target audiences—families, providers, and researchers—in language they were familiar with.

• An intranet for communication between the main office and 18 health districts.

• Written tutorials on digitized workflows.

• Training of 10 individuals on intranet and digital workflow who went out and trained individuals at 18 district offices.

• Increased engagement on Twitter in response to health observance messaging.