42 - Captivating Stories: Uncovering Powerful Narrative through Successful Business Case Implementation

Abstract Information: A successful business case turns economic evaluation into a compelling story. Making one is both an art and a science. To obtain stakeholder support, the evaluation team must have strong, relevant data and a keen understanding of the payer organization’s values, while also emphasizing the program’s importance to society. In this demonstration, we will walk participants through our process of creating a successful business case. The session will highlight several ways in which a business case can be framed to invoke stakeholder action. We will discuss the key components to address in a business case, emphasizing how to conduct economic evaluations including return-on-investment (ROI) with strong evidence and energizing narrative. Participants will leave the demonstration with a deeper understanding of what business cases are, how to develop them, factors affecting their success, and the importance of user perspectives across these areas.

Relevance Statement: Each year millions of individuals are burdened with challenges that negatively affect their daily lives. Once recognized, organizations will develop programs that serve to address and alleviate these issues. From newborn screenings to water, sanitation and hygiene (WASH) programs,1,2 public health programs are responsible for creating access to life-changing resources and sustainable change for burdened populations. In an effort to acquire a proposed program’s necessary resources, organizations should develop a business case. Creating a business case is both an art and a science as it requires strong, relevant data and a keen understanding of the payer organization’s values, while also emphasizing the program’s importance to society. A business case should also include an economic evaluation of the proposed program. Including an economic evaluation allows for an honest and transparent view of the program’s costs, programmatic success, and sustainability.3 When appropriately designed, a business case will provide potential payers with critical information and invoke stakeholder action, reinforcing the AEA’s Guiding Principles B (Competence) and E (Common Good and Equity).3 While stakeholder action is a critical factor for program success, user perspective is another component that must not be looked over when designing a business case. In accordance with the AEA’s Guiding Principle D “Respect for People”,3 emphasizing user perspective and accounting for cultural influences helps to ensure a comprehensive and inclusive program for the end-user. This demonstration will provide an opportunity for both new and practiced evaluators to hone their craft in creating a business case and economic evaluation. The session will address: • Key components of a business case (including the importance of user perspective) • Business case framing techniques • Factors affecting the success of a business case • How to conduct an economic evaluation (including the calculation and interpretation of ROI) Evaluators will leave this session with the resources and confidence needed to effectively evaluate programs with the potential to enhance public health. 1. HRSA. Newborn Screening Information Center. Home - Newborn Screening | Newborn Screening. https://newbornscreening.hrsa.gov/. Published 2023. Accessed March 20, 2023. 2. CDC at Work: Global Water, Sanitation and Hygiene (WASH). Centers for Disease Control and Prevention. https://www.cdc.gov/healthywater/global/programs/index.html. Published October 17, 2022. Accessed March 20, 2023. 3. AEA. Guiding principles for evaluators. American Evaluation Association. https://www.eval.org/About/Guiding-Principles. Published 2018. Accessed March 20, 2023.