What knee surgery taught me about access to education

Unplanned additional costs and complicated, unexpected additional steps are issues in both healthcare and education. Instead of finding ways for people to navigate these challenges, true change will come when we find ways to eliminate them. And, when we can’t, finding ways to ensure they aren’t unplanned or unexpected.

About six months  ago, I had knee surgery to correct the damage done by years of athletics.  I anticipated the issues that come with any surgery, but what I didn’t realize was how closely the process would mirror the experiences of so many in the United States attempting to access education and afford educational necessities like textbooks.

The “hidden” costs of surgery, college

Luckily, I have good insurance, so the surgery itself only cost $200. A good deal, right? It is, but what you don’t think about is all of the additional costs that no one tells you to plan for, such as:

  • Special soaps and bandages
  • Special food/drink
  • Ice for an ice machine
  • Prescriptions for after the surgery
  • Over the counter medicines for after the surgery
  • Physical therapy and follow-up visit co-pays

These “unplanned costs” totaled over $2,000.

Often in the Open Educational Resource realm (OER) we hear the argument, “Tuition is the huge cost, so why not work on that instead?” Indeed, tuition is a huge cost and does need to be addressed. Thankfully there are groups that are addressing this very thing.

But the students that get past the tuition hurdle find themselves facing unexpected costs that can make or break their success. The College Board does a great job of estimating some of these, but so many people just look at the bill from the college or university and think “this is the cost” when in reality, it isn’t the cost. They’ve planned for that big cost, some saving for years to afford it, so while a $100 extra may not seem like a lot, when you find yourself in a position where “I have no money left” and someone says “here’s another $100 you need to spend,” all of a sudden $100 is the straw that broke the camel’s back and causes someone to give up.

When I was working at a community college, I saw how quickly an unplanned, hidden cost of college could impact student enrollment. The state I worked in passed a law requiring each community college student to get a meningitis vaccine before coming to college.  But here’s the kicker, the shot was $125. And that was the last straw for these students. They’d given all they had to give, paid all of the other fees, there simply wasn’t $125 left. And so, students started dropping out in record numbers.

Hey look! More hoops to jump through

If there’s one complaint I have against doctors in general, it’s that they can be notoriously bad about communicating all of the steps and expectations of something like a major surgery. Or, as some have posited, this may be intentional to keep you from backing-out, but I digress.

Major things my doctor missed telling me:

  • There’s a pre-op appointment you must attend, during working hours. In total, this’ll cost you an hour of driving (and gasoline) and 2 hours at the appointment, for a grand total of 3 hours.
  • You can’t drive for at least 10 days after the surgery. To really get the context of this shock, we found this out about 20 minutes after I came out of surgery. Imagine someone walking up to you right now and saying “Starting right now, you can’t drive for the next 10 days.” But wait Nicole, you say, shouldn’t that have been obvious since there’s crutches involved? Not really. I’ve been able to drive with a right foot injury and crutches before.
  • You’ll be averaging 2-3 follow-up appointments per week for 4 weeks. All must be done within normal working hours.
  • You’ll be averaging 2 physical therapy appointments per week for 12 weeks. Each appointment will take 1.5 hours plus 60 minutes of driving, for a total of 5 hours per week.

I’d like to take a moment to especially focus on bullet points two and three above, I couldn’t drive and I had to go to four appointments per week during working hours. This meant that my now-husband would have to take off from his work to drive me, or I would need to incur ride-sharing costs. On one hand, this really made me grateful for the flexibility in both my and my husband’s work, that we were able to do so many things within normal working hours with no issue. But it also left me wondering, how do people manage that don’t have someone who can do this for them and don’t have the money to pay for ride sharing?

This reminds me the processes that a student has to go through during higher education.  When I was the marketing director at a community college, I asked a friend of mine, who was enrolling in college, to let me shadow her during the whole process.  The first appointment to get her enrolled took 4.5 hours, the second one took more than 2. Orientation was a third night (did I mention she has 3 small children?) and was another 2 hours, which culminated in us both staring at a computer screen, trying to figure out to build her class schedule, at a total loss. I can see why so many give up.

tl;dr (in summary)

Unplanned additional costs and complicated, unexpected additional steps are issues in both healthcare and education. Instead of finding ways for people to navigate these challenges, true change will come when we find ways to eliminate them. And, when we can’t, finding ways to ensure they aren’t unplanned or unexpected.

 

Lessons from the NCMPR community college marketing conference

This week, I was at the National Council for Marketing and Public Relations (NCMPR) professionals for community colleges conference in Chicago, IL. Below are some of the main take-aways for me:

– If you can’t be number one in your market, redefine the conversation to give yourself an advantage. For example, McDonalds is number one in the fast food market, but Subway launched into the number two spot by arguing that fast food can, indeed, be healthy.

– When building new locations/buildings or renovating spaces, include environmental branding elements (wall murals, architectural elements, vending machines, etc.). Work with the build team from the beginning to incorporate these elements into the design.

– If people have a need to design marketing pieces in programs such as Publisher and Word, consider creating branded templates in these programs.

– Like the powerful poverty simulation workshops, is there some simulation you can do to get a better understanding of what your customer’s experience?

– “Advertising is paid for, public relations is prayed for.” – Dominic Calabrese

– According to a panel of five non-traditional students, the best way to position community college education is as a “career tune-up.”

– Utilize, to a greater extent, opportunities where parents are bringing their children to campus to also talk with the parents about education for them.

– Not responding to a social media post is like hanging up on [your customer] in front of a baseball stadium full of people. – Dave Kerpen, Likeable Media. He also emphasized that responding to positive social media posts is just as important as responding to negative posts.

– Engage with high school influences via social media, such as the football captain or the class president. They are most likely to pass your message along. – Dave Kerpen, Likeable Media.

– Use social media to “surprise and delight” your customers. – Dave Kerpen, Likeable Media.

– Social media is like a cocktail party. Not all of your conversations are going to be perfect as they aren’t in real life, so if you have a typo, don’t worry too much about it. Just keep going. Similarly, you can’t start off meeting someone at a cocktail party by trying to sell them right away. Develop the relationship. – Dave Kerpen, Likeable Media.

– I work in one of the best fields in the world with some of the most amazing people I can think of. For those of you I saw at the conference, it was a delight. I hope to see you again soon.

Lessons from sales series: Three-legged stool, leg #2, you have to love your product or service

When I was working at Adams Outdoor Advertising, they brought in Dr. George Pransky of Pransky and Associates to talk about what would make us successful.  One of the things he talked about was a three-legged stool. The three legs were: You have to love people, love your product, and be resilient.

#2 on the three-legged sales stool is today’s topic: love your product

It’s one of the oldest sales adages out there, you can’t sell what you don’t love. And, it’s so true. It’s really hard to convince someone else that you have the greatest thing since sliced bread if you aren’t convinced of that yourself.

Does that mean you have to believe your product or service is right all of the time?  No.  When I was selling billboard advertising, I knew my product wasn’t right for everyone. But, I targeted the customers I knew it was right for and shared my love with them vs. those it couldn’t help.  And, by the way, I’m still madly in love with outdoor….good outdoor that is.

A young woman at a table with a stack of CD's she is selling
It’s easy to sell CD’s for a band that you love. And, I bet that’s why this young woman has a smile on her face while doing it! From flickr mikecogh

This “love your product” advice is also why I work in higher education and particularly why I work at a community college. I believe to my core that education is the best way for our children to succeed. And, I believe community colleges offer the right combination of opportunities (small class sizes, affordable tuition, etc.) for a large majority of our population.  This belief makes my job of “selling” the college I work for, community colleges, and higher education in general, very enjoyable and easy (although a lot of work!). If you ask me to get up in front of a group and discuss my college, the hard part won’t be trying to get me to do it, the hard part will be getting me to STOP talking.

So, if you are going to be in sales, marketing, advertising, public relations, etc., find a product or service you love to “sell.” You will be amazed at how much more successful you will be at your job.