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Exploring the Feasibility of Increasing the Visibility of Self Management Education
Teresa J. Brady, PhD
Arthritis Program
Centers for Disease Control and Prevention
Project Overview
Goal:Explore the feasibility of developing a self management education visibility campaign that:
appeals to people with a variety of chronic conditions
is not marketing a specific intervention program
Project OverviewMajor Steps:Environmental Scan/Situational AnalysisPreliminary audience researchDeveloping and testing revised concepts and channelsDevelopment of Strategic Marketing Plan and supporting materialsMaterials/execution testingPreparation of revised Strategic Marketing Plan and supporting materials for field testing
Self Management Education (SME)
Definition:interactive educational interventions specifically designed to enhance patient self-management.
Self-management education is: patient driven focused on building generalizable skills
i.e.; goal setting, decision making, problem solving, and self-monitoring.
Simplified Path to Becoming a Chronic Disease Self Manager
(The World According to Terry)
Accelerating the Learning Process
A-Ha
#2
Seeking
Resources
“gotta learn how”
“maybe a class”
• Physician• Word of mouth• Direct to consumer
Self Management Education/Training
How to learn ?
Accelerating the Learning Process
A-Ha
#2
Seeking Resour
ces
“gotta learn how”
“maybe a class”
• Physician• Word of mouth• Direct to consumer
Self Management Education/Training
Intervention- specific Marketing
How to learn ?
Environmental Scan/ Situational Analysis Conducted by
FHI360 3 components:
Literature review Review of selected
marketing materials 13 Key Informant
Interviews
Perspectives Represented Advocacy Government Health Plans Pharma Program
development
Starting Point:Arthritis Audience Research
49 Focus Groups Approximately 375 participants 4 projects
Attitudes toward Self Management (1999, 2000) Understanding Attitudes toward AF Programs (2003) What Do Consumers Want? (2005, 2006) Exploring the Value Proposition for Self
Management Education (2006)
Selected Learnings about Self Management EducationFrom People with Arthritis Key reason they do not attend SME
programs Do not know they exist
Don’t seek programs Believe if they exist, my doctor would have
already told me about them Key motivators for seeking out remedy
Reducing pain and limitation Maintaining independence
Selected Learnings about Self Management EducationFrom People with Arthritis Preferred language
Self management—not self help or self care Help you learn—not teach you, help build
skills Learn techniques or strategies—not tools or
skills Preferred message carrier
Someone like me, who has benefitted
Selected Learnings from the Key Informant Interviews Awareness of SME
Are aware of specific self management behaviors or lifestyle changes
Not familiar with SME concept or programs Key motivators
Feel better/reduce symptoms Preferred message carrier
Someone like me, program ambassador
Selected Learnings from the Key Informant Interviews Role of Physicians—Mixed Blessing
Recommendation is motivating Providers unaware of programs Providers aware but reluctant to refer
Not part of evidence-based practice Don’t want to lose control Are not reimbursed for making referrals
Selected Learnings from the Key Informant Interviews
Selected RecommendationsSegment on readiness to change/patient activationUse positive messages focused on quality of life and hopeRecent hospitalization is window of opportunityMarketing materials not enough; need active outreach strategy
Selected Learnings from the Key Informant Interviews Challenges to a broad awareness
campaign People may pay more attention to
messages about “their diseases” What is the call to action?
? Ask your Doctor ? Central web site or 1.800 number
Analysis of Intervention-specific Marketing Materials Arthritis Foundation Self Help Program CDSMP CIGNA WellAware for Better Health Better Choices, Better Health-Diabetes
Marketing Materials Commonalities
Materials: Flyers, brochures, press releases 2 provide templates for localization
Channels: Direct mail, media relations, provider
outreach, word of mouth Messages:
Positive tone, emphasize control, benefits of managing disease
Where do we go from here? Environmental Scan Main Conclusions:
Literature not too helpful Key informant interviews suggest may be
value in broad awareness of SME campaign Marketing materials share common
elements Form a project advisory group Proceed with initial phase of audience
research
Contact InfoTeresa J. Brady, PhD
Senior Behavioral Scientist
Arthritis Program
Centers for Disease Control and Prevention
4770 Buford Hwy MS K-51
Atlanta GA 30341
770-488-5856
