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Building Patient and Consumer Awareness Building Patient and Consumer Awareness to Influence Behavior Changeto Influence Behavior Change
Office of Communications and Knowledge TransferOffice of Communications and Knowledge Transfer
Agency for Healthcare Research and QualityAgency for Healthcare Research and Quality
AHRQ 3AHRQ 3rdrd Annual Conference Annual Conference
Bethesda, MD – September 14, 2009Bethesda, MD – September 14, 2009
Building Patient and Building Patient and Consumer AwarenessConsumer Awareness
Allan J. Lazar, Director, OCKT: Allan J. Lazar, Director, OCKT: ModeratorModerator
Farah Englert, Associate Director for Farah Englert, Associate Director for Marketing, OCKT: Overview of Marketing, OCKT: Overview of Marketing and Implementation Marketing and Implementation ActivitiesActivities
Ellen Crown, Health Communications Ellen Crown, Health Communications Specialist, OCKT: Social MediaSpecialist, OCKT: Social Media
Kathy Crosby, Vice President, Group Kathy Crosby, Vice President, Group Campaign Director, Ad Council: Patient Campaign Director, Ad Council: Patient Engagement Projects for TV and RadioEngagement Projects for TV and Radio
Q&AQ&A
From Knowledge to Behavior From Knowledge to Behavior Change – A Long Road Change – A Long Road
1601 – Lemon juice 1601 – Lemon juice supplement shown to supplement shown to eliminate scurvy among eliminate scurvy among sailors (Lancaster)sailors (Lancaster)
1747 – Citrus juice 1747 – Citrus juice supplement eliminates supplement eliminates scurvy (Lind)scurvy (Lind)
1795 – British Navy 1795 – British Navy implements citrus juice implements citrus juice supplement – supplement – 195 years 195 years after discovery!after discovery!
Source: Mosteller, Source: Mosteller, ScienceScience 1981;221:881 1981;221:881
Awareness to ActionAwareness to Action
In the current environment, In the current environment, there are many new there are many new opportunities for expanding opportunities for expanding patient and consumer patient and consumer awarenessawareness
This increased awareness is This increased awareness is critical to health care reform and critical to health care reform and building a more efficient, building a more efficient, effective, and inclusive health effective, and inclusive health care systemcare system
The primary challenge is in The primary challenge is in getting consumers and patients getting consumers and patients to move from being passive to to move from being passive to becoming actively engaged in becoming actively engaged in our health and health careour health and health care
How to Reach Any Consumers How to Reach Any Consumers (Or Really Audience)(Or Really Audience)
Decide on audience Decide on audience –– most needed, easy, influencers most needed, easy, influencers
Audience motivation Audience motivation –– what drives them what drives them USP, barriers, competitionUSP, barriers, competition Vehicles, partnersVehicles, partners Timing?Timing? Media coverageMedia coverage Feedback – rinse and repeatFeedback – rinse and repeat KEEP AT IT!KEEP AT IT!
AHRQ’s Tools AHRQ’s Tools for Engaging Consumersfor Engaging Consumers
Take Charge of Your HealthTake Charge of Your Health– Two years for actress Fran Two years for actress Fran
Drescher to get the correct Drescher to get the correct diagnosis (uterine cancer)diagnosis (uterine cancer)
– Collaboration with AHRQ and Collaboration with AHRQ and Drescher’s Cancer Schmancer Drescher’s Cancer Schmancer FoundationFoundation
– Video PSAs offer advice on how Video PSAs offer advice on how to be in charge of your health to be in charge of your health with early diagnosiswith early diagnosis
Fran Drescher Helps Fran Drescher Helps Get Out the MessageGet Out the Message
Fran Drescher encourages Fran Drescher encourages consumers to take charge consumers to take charge of their health careof their health care
Discusses the importance Discusses the importance of asking health care of asking health care providers the right providers the right questionsquestions
Promotes AHRQ’s Question Builder as a Promotes AHRQ’s Question Builder as a resource that people can use to build a resource that people can use to build a personalized list of questions they can take to personalized list of questions they can take to medical appointmentsmedical appointments
Getting the Message OUT!Getting the Message OUT!
Marketing plansMarketing plans Electronic products Electronic products
and toolsand tools Press releasesPress releases Direct mailDirect mail Web casts, chatsWeb casts, chats E-Marketing – E-Marketing –
e-mail, Twitter, e-mail, Twitter, Facebook, etc.Facebook, etc.
Web siteWeb site ListservsListservs Press conferences Press conferences
and briefingsand briefings Radio interviewsRadio interviews PartnershipsPartnerships
AHRQAHRQ
Quality Quality
Safety Safety
Efficiency Efficiency
EffectivenessEffectiveness
You Can Partner With AHRQYou Can Partner With AHRQ Co-Branding ProductsCo-Branding Products
Evidence-based products from a reliable, Evidence-based products from a reliable, unbiased sourceunbiased source
Recognition with providers and patientsRecognition with providers and patients Free contentFree content Meets all Federal disability requirementsMeets all Federal disability requirements Examples: Examples:
– United Healthcare Services Co. of River Valley United Healthcare Services Co. of River Valley (Illinois): 50,000 copies of (Illinois): 50,000 copies of Questions are the Questions are the AnswerAnswer
– Memorial Health System (Colorado): 10,000 Memorial Health System (Colorado): 10,000 copies of copies of Your Guide to Coumadin/Warfarin Your Guide to Coumadin/Warfarin TherapyTherapy
Many opportunitiesMany opportunities
A Few Last Thoughts...A Few Last Thoughts...
Understand what’s on the minds of Understand what’s on the minds of consumersconsumers
Reach them at their level with information Reach them at their level with information and tools they can understandand tools they can understand
Make communications actionableMake communications actionable
If possible, make it easy; entertainment If possible, make it easy; entertainment doesn’t hurtdoesn’t hurt
Developing Successful Consumer Developing Successful Consumer Awareness Campaigns:Awareness Campaigns:
Building Patient and Building Patient and Consumer AwarenessConsumer Awareness
Allan J. Lazar, Director, OCKT: Allan J. Lazar, Director, OCKT: ModeratorModerator
Farah Englert, Associate Director for Farah Englert, Associate Director for Marketing, OCKT: Overview of Marketing, OCKT: Overview of Marketing and Implementation Marketing and Implementation ActivitiesActivities
Ellen Crown, Health Communications Ellen Crown, Health Communications Specialist, OCKT: Social MediaSpecialist, OCKT: Social Media
Kathy Crosby, Vice President, Group Kathy Crosby, Vice President, Group Campaign Director, Ad Council: Patient Campaign Director, Ad Council: Patient Engagement Projects for TV and RadioEngagement Projects for TV and Radio
Q&AQ&A
Major ActivitiesMajor Activities
Media/MarketingMedia/Marketing Audiovisual/TV/RadioAudiovisual/TV/Radio Knowledge TransferKnowledge Transfer Writing/Editing/Design Writing/Editing/Design Web/ClearinghouseWeb/Clearinghouse Presentations/ExhibitsPresentations/Exhibits
Original WritingOriginal Writing
Smorgasbord Options:Smorgasbord Options: Journal articles, white papersJournal articles, white papers Consumer productsConsumer products Research ActivitiesResearch Activities summaries and briefs summaries and briefs Promotional brochures, cards, and fliersPromotional brochures, cards, and fliers Dr. Clancy’s commentariesDr. Clancy’s commentaries
Audiovisual, TV, radio, podcast scriptsAudiovisual, TV, radio, podcast scripts Spanish translations/health literacySpanish translations/health literacy
EditingEditing
Lite Bite:Lite Bite: Production EditProduction Edit
– Standard level of effort, quick turnaround time, uses fewest resourcesStandard level of effort, quick turnaround time, uses fewest resources
Samples:Samples: – SlidesSlides– FliersFliers– Posters/displaysPosters/displays– E-newsletters E-newsletters
EditingEditing
Cafeteria:Cafeteria: Copy EditCopy Edit
– Medium level of effort, time, and resourcesMedium level of effort, time, and resources– Sentence and paragraph structure; checking tables, charts, and referencesSentence and paragraph structure; checking tables, charts, and references
Samples:Samples: – Conference summariesConference summaries– Data reports, e.g., “Hospital Survey on Patient Safety Culture: 2009 Comparative Database Data reports, e.g., “Hospital Survey on Patient Safety Culture: 2009 Comparative Database
Report”Report”– Adapted grantee materials, e.g., “Preventing Hospital-Acquired Venous Thromboembolism”Adapted grantee materials, e.g., “Preventing Hospital-Acquired Venous Thromboembolism”
EditingEditing
Gourmet:Gourmet:Substantive EditSubstantive Edit
– Highest level of effortHighest level of effort
– Rewrite, add new sections, review source documentsRewrite, add new sections, review source documents
Samples:Samples: – NHQR/DR and related productsNHQR/DR and related products
– AHRQ Annual ReportAHRQ Annual Report
– Fact sheets, program briefsFact sheets, program briefs
– Large-volume compendiums, e.g., “Nurses Handbook,” “Advances in Patient Large-volume compendiums, e.g., “Nurses Handbook,” “Advances in Patient Safety” Safety”
Information ResourcesInformation Resources
A la Carte:A la Carte: Information Resources CenterInformation Resources Center
– Online literature searchesOnline literature searches
– Onsite literature collectionOnsite literature collection
– Bibliographic managementBibliographic management
– Online e-mail responses -- over 2,000 requests per Online e-mail responses -- over 2,000 requests per yearyear
MediaMedia
Lite Bite Menu Options:Lite Bite Menu Options: Articles in AHRQ Electronic Newsletters Articles in AHRQ Electronic Newsletters Articles in Articles in Research ActivitiesResearch Activities
MediaMedia
Cafeteria Menu Options:Cafeteria Menu Options: Outreach and “pitching” to mediaOutreach and “pitching” to media E-mails to targeted health reportersE-mails to targeted health reporters Development of podcasts and other AV productsDevelopment of podcasts and other AV products Advice columns, commentaries, etc.Advice columns, commentaries, etc.
Success Story:Success Story: “News and Numbers” featuring HCUP and “News and Numbers” featuring HCUP and MEPS stats enjoy regular and broad media coverageMEPS stats enjoy regular and broad media coverage
MediaMedia
Gourmet Menu Options:Gourmet Menu Options: Press conferencePress conference Press release to 1,500+ media outletsPress release to 1,500+ media outlets Media training, Qs and As, and talking pointsMedia training, Qs and As, and talking points Coordination and followup for media interviewsCoordination and followup for media interviews
Success Story:Success Story: Prostate cancer screening recommendation Prostate cancer screening recommendation over age 75over age 75
MarketingMarketing
Lite Bite Menu Options:Lite Bite Menu Options: E-mail outreach to stakeholders E-mail outreach to stakeholders Development of fliers, slides, speeches, and Development of fliers, slides, speeches, and
other marketing materialsother marketing materials Distribute materials at AHRQ exhibit boothsDistribute materials at AHRQ exhibit booths
MarketingMarketing
Cafeteria Menu Options:Cafeteria Menu Options: E-mail and telephone outreach to key stakeholdersE-mail and telephone outreach to key stakeholders Direct mail to key stakeholders Direct mail to key stakeholders Marketing outreach to Web news sitesMarketing outreach to Web news sites Pursuit of partnership agreementsPursuit of partnership agreements
Success Story:Success Story: Print partnership with AARP on “Staying Print partnership with AARP on “Staying Healthy at 50+” checklistsHealthy at 50+” checklists
MarketingMarketing
Gourmet Menu Options:Gourmet Menu Options: Sustained outreach to key stakeholder organizations to Sustained outreach to key stakeholder organizations to
develop dissemination opportunitiesdevelop dissemination opportunities Work with CME developers to create audience-appropriate Work with CME developers to create audience-appropriate
CMECME
Success Story:Success Story: Carolyn Clancy’s “Navigating the Health Carolyn Clancy’s “Navigating the Health Care System” column on AARP Web siteCare System” column on AARP Web site
Audiovisual / TV / RadioAudiovisual / TV / Radio
Smorgasbord Options:Smorgasbord Options: Newscasts distributed via podcasts and the WebNewscasts distributed via podcasts and the Web Radiocasts distributed to radio stationsRadiocasts distributed to radio stations Web conferenceWeb conference ““In store” audio announcementsIn store” audio announcements PSAs, e.g., Ad Council, etc.PSAs, e.g., Ad Council, etc. DVDs/videosDVDs/videos
Knowledge Knowledge Transfer/ImplementationTransfer/Implementation
Success Stories:Success Stories: Medicaid Medical Directors Medicaid Medical Directors Learning NetworkLearning Network
At least 30 Medicaid medical directors using at least one At least 30 Medicaid medical directors using at least one AHRQ product, tool or research finding to make a policy AHRQ product, tool or research finding to make a policy decisiondecision– Cesarean Delivery on Maternal RequestCesarean Delivery on Maternal Request
– Off-Label Use of Atypical AntipsychoticsOff-Label Use of Atypical Antipsychotics
– Non-Invasive Imaging for Coronary Artery DiseaseNon-Invasive Imaging for Coronary Artery Disease
Knowledge Knowledge Transfer/ImplementationTransfer/Implementation
Success Stories:Success Stories: Hospital Product LineHospital Product Line Case studies from at least 50 hospitals representing 10 health systems Case studies from at least 50 hospitals representing 10 health systems
in 10 states showing how they have used at least one AHRQ toolin 10 states showing how they have used at least one AHRQ tool– Hospital Culture SurveyHospital Culture Survey– Hospital CAHPSHospital CAHPS– Transforming Hospitals DVDTransforming Hospitals DVD– TeamSTEPPSTeamSTEPPS– Preventing VTE in HospitalsPreventing VTE in Hospitals– Improving Patient Flow in the Emergency Dept.Improving Patient Flow in the Emergency Dept.
Building Patient and Building Patient and Consumer AwarenessConsumer Awareness
Allan J. Lazar, Director, OCKT: ModeratorAllan J. Lazar, Director, OCKT: Moderator Farah Englert, Associate Director for Farah Englert, Associate Director for
Marketing, OCKT: Overview of Marketing Marketing, OCKT: Overview of Marketing and Implementation Activitiesand Implementation Activities
Ellen Crown, Health Communications Ellen Crown, Health Communications Specialist, OCKT: Social MediaSpecialist, OCKT: Social Media
Kathy Crosby, Vice President, Group Kathy Crosby, Vice President, Group Campaign Director, Ad Council: Patient Campaign Director, Ad Council: Patient Engagement Projects for TV and RadioEngagement Projects for TV and Radio
Q&AQ&A
Twitter & FacebookTwitter & FacebookJust for Kids?Just for Kids?
Barack 2.0Barack 2.0
Present on 16+ social Present on 16+ social media sites media sites
2 million profiles on 2 million profiles on My.BarackObama.comMy.BarackObama.com
Used MiGente Used MiGente (Latinos), BlackPlanet (Latinos), BlackPlanet (African Americans), (African Americans), Glee ("gay, lesbian and Glee ("gay, lesbian and everyone else”) to everyone else”) to connect with specific connect with specific groupsgroups
Used Flickr and Used Flickr and YouTube to distribute YouTube to distribute "messages of hope""messages of hope"
PhotoPhoto Credit: ComputerWeeklyCredit: ComputerWeekly
Businesses Use Social MediaBusinesses Use Social Media
Comcast: customer service on TwitterComcast: customer service on Twitter
H&R Block: free tax advice on FacebookH&R Block: free tax advice on Facebook
DELL: Used Twitter to sell $1 million+ DELL: Used Twitter to sell $1 million+ discounted productsdiscounted products
Today’s HeadlinesToday’s Headlines
AHRQ Offers New Media AHRQ Offers New Media
On Demand - Information On Demand - Information Consumers Can Use Consumers Can Use
Social Media Broadens Social Media Broadens AHRQ’s Connection with AHRQ’s Connection with ConsumersConsumers
Social Media Empowers Social Media Empowers Consumers to Share Consumers to Share AHRQ InformationAHRQ InformationArtwork credit: wordpressArtwork credit: wordpress
Social Media Social Media –– Cheat Sheet Cheat Sheet
Podcast/Radiocast Podcast/Radiocast (Audio or video files you (Audio or video files you listen/watch on IPod or computer) listen/watch on IPod or computer)
TwitterTwitter (Like text messaging, but everyone can (Like text messaging, but everyone can see your conversation)see your conversation)
FacebookFacebook (Web site connects you with friends (Web site connects you with friends and others with similar interests) and others with similar interests)
RSS Feeds RSS Feeds (E-mails you stuff, such as press (E-mails you stuff, such as press releases)releases)
Social Bookmarking Social Bookmarking (Select Web page, such as (Select Web page, such as AHRQ Homepage, and send content to social AHRQ Homepage, and send content to social networking sites, such as your Facebook page)networking sites, such as your Facebook page)
AHRQ Using Audio & VideoAHRQ Using Audio & Video
PodcastsPodcasts RadiocastsRadiocasts Online VideosOnline Videos Public Service Ads/AnnouncementsPublic Service Ads/Announcements
Healthcare 411 Healthcare 411 www.healthcare411.ahrq.govwww.healthcare411.ahrq.gov
AHRQ is Personalizing AHRQ is Personalizing CommunicationsCommunications
E-mail Updates E-mail Updates RSS FeedsRSS Feeds
AHRQ Helping ConsumersAHRQ Helping ConsumersShare Your ResearchShare Your Research
Bookmark & Share (Chiclets)Bookmark & Share (Chiclets)
““Send to a Friend”Send to a Friend”
AHRQ on TwitterAHRQ on Twitter
Twitter Twitter http://http://www.twitter.com/AHRQNewswww.twitter.com/AHRQNews
““AHRQ AHRQ Spearheads Effort to Add Patient Spearheads Effort to Add Patient Voice to Error Reporting” [with link to longer Voice to Error Reporting” [with link to longer story] (story] (HCProHCPro Editors) Editors)
““Women: Stay Healthy at Any Age; Your Women: Stay Healthy at Any Age; Your Checklist for Health, (Checklist for Health, (AHRQAHRQ).” (Carolyn ).” (Carolyn Newstrom, a RN who lives in Calif.)Newstrom, a RN who lives in Calif.)
““Looking forward to Looking forward to AHRQAHRQ conference in conference in September.” (Alina Hsu, health care worker)September.” (Alina Hsu, health care worker)
AHRQ’s Social Media WorksAHRQ’s Social Media Works
Disseminates Disseminates knowledgeknowledge
Makes your Makes your research easier to research easier to find, share, use, find, share, use, and implementand implement
Image: Matt DickmanImage: Matt Dickman
Thank YouThank You
Email: [email protected]: [email protected]: Twitter: http://http://www.twitter.com/AHRQNews www.twitter.com/AHRQNews Podcasts: Podcasts: http://http://www.healthcare411.ahrq.govwww.healthcare411.ahrq.gov
Ad Council’s Mission
Identify a select number of significant public issues and stimulate action on those issues through communications programs that make a measurable difference in our society
Social Issues Through the Decades
1950s:Forest Fires,
Polio
1960s:Pollution,
Discrimination
1980s:Crime, Drunk
Driving, Seatbelts, AIDS
1970s:Peace Corps,Red Cross
1990s:Education, Recycling,
Child Abuse
2000s:Violence,
Mentoring, Obesity
Prevention
Ad Council’s Engagement Model
• Develop broad-based, cross platform programs that motivate people to think or act differently
• Consider the audience and the consumer insight as aspringboard for developing integrated vehicles
• Create programs that inspire interaction
Consumer Engagement Opportunities
Media Engagement Opportunities
Outdoor
Internet
New Media Print
Radio
Television
Measuring Campaign Success
• Donated media dollars
• Press coverage
• Campaign buzz
• Website and online activities
• Call volume
• Issue related data
• Changes in attitudes and behaviors
Ad Council Campaigns Get Results
• Seat Belt Education: Seat Belt usage has increased from 21% to 82% since 1982, saving more than 85,000 lives per year
• Big Brothers Big Sisters: In the first nine months of the campaign, applications to become a mentor increased by 75%
• Drunk Driving Prevention: 68% of people exposed to advertising report personally acting to prevent drunk driving
Social MarketingCommunication that Inspires Change
Social Marketing that Changes the Norm
• Social marketing sells and ‘ideal’ that saves a life, improves a life and or makes someone feel good about becoming involved in someone else’s life
The Value of Social Marketing
• Create awareness of an issue
• Educate the public
• Change attitudes and feelings
• Motivate a desired behavior
How You Get There From HereResearch and Planning
What Are You Trying To Do?
• First, determine your objectives for the program
Where Do You Start?
• All compelling work starts with the process of strategic planning
• The discipline of strategic planning will allow you to uncover key insights that will relate to your target audience
Where Do You Start?
• Review secondary researchFacts and figures about the issueReview of previous/similar campaignsIndustry expertsConsumer trends
• Conduct consumer researchQualitative Quantitative
• Uncover key insights that are unique, relevant and actionable
How You Get There From HereCreative Development
How Do You Create Great Work?
• Whether it’s an ad, a brochure or a book mark, great creative communicates just one idea and starts with a single-mindedsingle-minded creative brief:
Background
Target audience
Target insight
Main message
Support for message
Call to action
How Do You Create Great Work?
• A creative brief must be completely single-minded
Background:
Why are we advertising?
What is the problem that must be solved?
How Do You Create Great Work?
• A creative brief must be completely single-minded
Target audience
Who are the “low-hanging fruit” that you hope to change?
How do they define themselves?
What do they currently believe about the issue?
How open are they to change?
How far do you need to move them before they take action?
How Do You Create Great Work?
• Understand that great creative is:
Work that motivates people
Sends a message that strikes a chord
Moves them to start doing something new or differently
How Do You Create Great Work?
• A creative brief must be completely single-minded
Support for message
Why should they believe the message?
What is the proof?
How Do You Create Great Work?
• A creative brief must be completely single-minded
Call to action:
What do we want the target to do?
How Do You Create Great Work?
• In every communication, talk to the audience as you would a friend
• If possible, entertain them
• If needed, make them uncomfortable
• Once you’ve got them, don’t ask for too muchTell them why they shouldn’t drive drunk…Put kids under 4’9” in booster seats…Take small steps to get healthier…
How Many Ways Can You Reach Them?
• AdvertisingTV Radio Print Out of Home InternetYellow Pages
• Public RelationsMedia RelationsSocial MediaGrassroots Marketing & Buzz
How Many Ways Can You Reach Them?
•Event Marketing•Concerts, Health Fairs
•Direct•Letters, Phone Calls
•Collateral•Brochures, Free Standing Inserts
•Educational Curriculum•Teacher’s Kits
•Cause Marketing•Consumer Brand Tie-ins
•Government Affairs•Hill Briefings & Outreach
Communication that Inspires ChangeThank you!
