How WOCN Closed a Critical Clinical Education Gap
When specialized clinical training is inconsistent or simply unavailable, those who pay the price are patients, particularly during the fragile transition from hospital to in-home care.
Clinicians across care settings lacked consistent, specialized ostomy care education, and without it, patients faced preventable complications and providers lacked confidence in their own care. The Wound, Ostomy, and Continence Nurses Society (WOCN) addressed that gap by creating opportunities that are available to all healthcare professionals caring for ostomy patients.
Working with Association Headquarters, WOCN developed and promoted a free, expert-led event designed to educate clinicians across all care settings, spur interest and dispel myths about specialized care, and increase engagement within the healthcare community.
Results at a glance
- Registrations increased 35% year-over-year
- 5,547 attendees to continuing education programs
Who Is WOCN?
Founded in 1968, the WOCN Society is the largest and most recognized professional nursing community dedicated to advancing the practice and delivery of expert healthcare to individuals with wound, ostomy, and continence care needs. Through relevant education, effective advocacy, cutting-edge science, a supportive network, and a patient-centric approach, WOCN is dedicated to enabling professional growth for 6,500+ members and improving patient outcomes.
The Challenge
Clinicians across care settings faced a critical gap in specialized ostomy care education. Without consistent, accessible training, providers struggled to support their patients. This challenge is particularly evident when providers transition patients from hospital to home care. That gap had real consequences: preventable complications for patients and reduced confidence for the clinicians responsible for their care.
The Approach
Association Headquarters supported the development and promotion of a free, expert-led educational event built specifically to close this training gap.
WOCN Ostomy Education Day is funded through an education grant from Hollister Incorporated, a longtime supporter of WOC nursing. This event is part of WOCN and Hollister’s broader “Educating Today for Exceptional Outcomes Tomorrow” Program — an initiative dedicated to advancing the practice of WOC nursing through accessible education, practical tools, and professional growth opportunities. Through targeted outreach and strategic partnerships, the event delivered accessible, evidence-based education from leading experts, reaching clinicians who might not otherwise have engaged with the Society’s education offerings.
Why It Worked
Removing cost as a barrier and pairing event marketing with targeted outreach and strategic partnerships, rather than general promotion, meant the event and educational content reached the clinicians who needed it most.
Education that's free, expert-led, and specifically targeted travels further than a general offering—and in this case, it translated directly into measurable growth in reach and recognition from outside the organization.
Frequently Asked Questions
Was this program part of offering continuing education (CE) credit?
Yes, the WOCN Ostomy Education Day 2025 event awarded 7.5 Contact Hours and 1.5 Pharmacology Credits. Note that credit totals vary by event.
Would this approach work as a paid program?
Yes, but not with the same reach. Removing cost was central to reaching clinicians outside WOCN's existing membership. WOCN offers an on-demand online package of recorded sessions for a fee after the live event.
How often does WOCN run this kind of program?
Since 2020, WOCN Ostomy Education Day has been a yearly offering for both members of the WOCN Society and non-member healthcare professionals.
