Many years ago I sat at a luncheon full of county, state and federal public health leaders and was curious at what I observed. The topic was the new  logo and how it was going to reshape and help “brand” public health.

As I listened to the speakers at the podium and the knowledgeable people at my table it was clear that although there was a lighting of a new torch and the singing of a new song, these well meaning folks were tone deaf!

My uncle used to say, “If you want to talk to the dog, you have to speak in the language of the dog!” My point is that while there have been many advances in other sectors of government services, public health has been (and continues to be), put on the back burner, misunderstood and if at all, poorly marketed.

The fix?

Welcome to Public Health 3.0, a new era of enhanced and broadened public health practice that goes beyond traditional public department functions and programs. Sounds good, right?

While there have been successes with some of the pioneering communities that are already testing this approach to public health, what does it mean to your local health department? What is going to happen as your piece of the local health puzzle gets consumed by competition, lack of funding and public ignorance of your crucial role in the community?

I agree that ANY partnership, referral opportunity or joint venture will help promote all the players and “stake holders” involved but who is going to insure that your health department, staff and mission will not become more marginalized? The answer is YOU will!

The problem with not having a marketing plan and following the steps in that plan is there is no sustainable growth. It is well known that most people run hot and cold with no consistency of effort. It’s human nature. It is the “this is the way we’ve always done things around here” mentality.

Question: When do you graduate from getting better? Answer: When you don’t want to get any better!

While 3.0 sounds good, looks good and forwards the cause of creating healthy communities, it does not fix the broken chain of public confusion about what your health department does and your role in the community.

The danger for failing to strengthen public awareness of your vital role often surfaces after disasters and crises. The H1N1 outbreak and the water crisis in Flint, Michigan, illustrated what happens when local health departments are ignored, at the end of the funding line, put on the back burner and unknown.

Homework!

Here’s a little experiment. Ask your staff this simple question and have them submit their answers in writing. When you are home or at a family gathering and someone asks, “What do you all do at the health department?”

What do you tell them?

The better you can answer that will not only let you communicate with your audience but might elevate you to Public Health 3.25 where you lead the way, take the helm and control the destiny of your health department.