Embed Size (px)
Citation preview
Improving the lives of 10 million older adults by 2020
Marketing and Recruitment of
Participants and Leaders
(Introductory)
May 23, 2017
• Patti League, Program Manager, A Matter of Balance, MaineHealth
• Karol Matson, Director, Health Self-Management Services, Partners in Care
• Stanley Michaels, Senior Fall Prevention Specialist, EMS – Hawaii Department of Health
• Mary Walsh, Senior Technical Assistance Liaison, NCOA
Together we are Stronger!
Reaching out to Healthcare
Collaborate and be a part of the solution
Patti League RN
National Program Manager A Matter of Balance
MaineHealth’s Partnership for Healthy Aging
What does your community look like?
https://www.youtube.com/watch?v=A-Rji1bYPIw
The Who and the Where
Link in with healthcare providers- Physicians, nurses, PTs, OTs let them help to assess, recruit and refer their patients Emergency department and trauma teams know who is falling
Connect with first Responders-They know who is falling: perhaps leave behind a brochure after a call
Connect with any group serving older adults: senior centers, community groups, faith based organizations, meal sites
Senior Living-Sr. housing, assisted living, retirement communities
Hold classes where seniors come together
hospitals, physician practices, fire stations, libraries, community centers, senior housing, senior centers, meal sites, retirement communities, AARP offices, community spaces (with privacy), faith based organizations, …..
The Magic! Finding the Coaches
Inform them as you recruit- expectations
Inform them of what support /mentoring you provide
Sit in on a class before you train them (If possible)
Build a relationship of respect and engagement
Be flexible and stay connected
Train enough but not too many :quality vs. quantity
More is not always better
Together We are Stronger
A New Day
Contact Information
Patti League RN Program Manager
A Matter of Balance
Partnership for Healthy Aging
110 Free Street
Portland, ME 04101
207-661-7120
www.mainehealth.org/pfha
Participant and Volunteer Engagement
Materials with Impact
• “Catch All” approach is ineffective
• Essential for your message to resonate with your target group
• Present a “Positive Gain” framed message with potential outcomes
Personal Stories
• Readers can imagine themselves feeling the same way• Establishes trust• Social proof that your value claims are legitimate
Original Photography
• Reflective of your community• Captures spontaneity and authentic events• Allows you to create customized design
concepts
Wellness Club
• Multiple Consecutive workshops• “Loyalty” Incentives• T-Shirt and Completer Card when sign-up• Completer Buttons for each workshop• Grocery bag when complete 3 workshops
SidekickHealth
• Evidence-based mobile platform
• Gamified, personal coach
• Targets emotional systems
• Customizing for CDSME
Kitchen Divas
• Session 3: “Golden Session” for completers• Cooking demonstration • Samples and recipes
Ensuring Volunteer Success
• Orientation Manual and meeting• Schedule first workshop prior to or within 2
months of leader training• Leader follow-up throughout first workshop• Post workshop “Wrap-Up”
Volunteer Appreciation
• Recognize their selfless commitment and efforts• Keeps them committed• Make it a priority and do it often!
Hawaii Fall Prevention Marketing & Recruitment Techniques
Aging Isn’t for Sissies…!Stan Michaels – Hawaii Department of Health
Recruiting Seniors or
seeking Partners/LeadersNeed to target Two different species:
Seniors need a special kind of care: Seniors and their loved ones, or
Their families, and their care-givers.
Recruiting or seeking
Partners/Leaders Partners/Leaders need to be sharp
and/or vibrant professionals: Stamina
Enthusiasm
Need to be Energizer Bunnies
Aging Isn’t for Sissy’s
We need to be aware of what a senior is going through to communicate effectively. Their bodies are aging and it is not fun.
As professionals …we have to be very
aware of these changes in seniors:
*Vision *Balance
*Hearing *Strength
We also need to remind seniors to take
ownership of their own well-being.
Some need a little help. From…!
* Family * Loved ones
* Care-givers * Friends
First - Facts About Seniors
Do not like changes to their lifestyle or
environment
Worried about deterioration of physical
health and mental attitude
Fear loss of living in their homes and/or their
independence
The deaths of life partners and friends is
devastating
The elderly are “ordinary healthy
people for whom all hell has broken
loose”
Must remember this when
working with SeniorsFall RISK is Serious - so to get buy in -
……..make them laugh.
Falls are not funny…however aging can
be… I use self-deprecating humor.
I make fun of myself to take the sadness or
pressure off. You need a tool because
They’ve been doing it their way for 70+ years.
Aging Isn’t for Sissy’sNone of the changes a senior’s body goes through from aging are fun. For Example
Stan at 18
6’ 1½ “
190 Ibs
Senior Bowl
Stan at 75
5’ 11 “
230 lbs
Senior Citizen
Must remember this when
working with SeniorsHowever you do not need to be a senior
to talk to seniors. Aging humor can be
found on line. And it is easy to use. Especially if you make fun of yourself
trying to understand seniors…
AN example….
Colonoscopies are important medical procedures that have saved lives.
Seniors get their fair share. And yet they’re as popular as, well, a
colonoscopy. Here is a comment made by a senior in my program to their
physician during their procedures. So in the middle of the procedure…he
says….
…….. ”Now I know how a Muppet feels!”
Recruiting PartnersNeed to Create links…
What about your potential partner?
The more you know about your potential
partner the better
You should be able to tell them about
their business.
Or something about them-specifically
When you do that…they understand you
care about their program
From then on it is just conversation as to
how you can improve their business or
traffic to their company.
But…Must Remind Partners
that Everybody Falls….
When a young adult falls or almost falls…they
can catch themselves. Or if they fall they can
just “bounce” , brush themselves off…and
recover.
However – Seniors don’t bounce. They hit
hard…and bodies break or bruise and/or just
don’t recover.
SO--Because of many causes…they don’t fall
just because they are older. But when they
do fall they get injured much more severely.
Remind Partners that their
employees are involved….
Partners need to understand just how
serious it is…and that all of their older
employees are at risk.
Even more important...their employees have
living parents that will need care…!
This is the tool that sells your program.
Yes they are helping the community, but
more importantly they are helping their
employees. And employees volunteer.
PLUS - Great Publicity by participating.
Honor them…give trophies..awards...recognition!
Fall Prevention Consortium
Partner Individual Trophy
Plaza at Moanalua
Partner Perpetual Trophy
Summer Campaign - Statewide
Medication Reviews and Balance Testing statewide on
5 islands and 66 locations
Just one of 8 different “Bag Stuffers” used
Summer Campaign – StatewideAwareness Process for Pharmacies
8 Major Companies each receive “Personalized” Packs
TIMES has 13 pharmacies so we deliver 13 “Packs”
Each Contains:
1000 “Bag Stuffers”
25 CDC/STEADI - Balance Test Sheets
2 Mini Posters
Tally Sheet
Each Company gets their personalized “packs” so
their distribution is simple and painless.
Summer Campaign - Statewide
Medication Reviews and Balance Testing statewide on
5 islands and 66 locations – including City Mill
Foodland, Times, Safeway, KTA, Molokai & 15 Kaiser’s
Hilo KTA
Tai Chi Instructor Workshops
CITY BUS POSTER
DAVID Y. IGEGOVERNOR OF HAWAII
Bus Poster in 115 Express Busses for 3 months
Approximately 700,000 “hits”
CITY MILL – Hardware Stores
“Hawaii’s Senior Home Safety Headquarters”
DAVID Y. IGEGOVERNOR OF HAWAII
MEET and GREET at sponsor stores…With Fall
prevention materials and assistive devices display
KHON2 - TV Special
Aired 4 times – 2 hours Prime
KHON – KAISER – EMSIPSB - DOH
Dr. Serena Lo, and Ron Mizutani, Award Winning
Journalist… video a segment
30 minute - Prime Time Special.
Filming PSA’s – Eagle VisionRon Matayoshi & His Mother
Spots ran on KHON, KITV, KGMB, KHNL, KIKU
Small buy produced 220 spots or 110 minutes airtime
Fall Prevention
“Aging Isn’t for Sissies”…!
Mahalo…!
Improving the lives of 10 million older adults by 2020
CDSME Best Practices
Toolkit
May 23, 2017
Mary Walsh, Senior Technical Assistance Liaison, NCOA
Improving the lives of 10 million older adults by 2020 | © 2017 National Council on Aging 44
Best Practices Toolkit
Best Practices Toolkit - A compilation of over 150 resources collected from ACL CDSME grantees by NCOA
Six categories –o Leadership and Management – models from the fieldo Strategic Partnerships – tips and resources for collaborating with various
types of partnerso Delivery Infrastructure and Capacity – developing infrastructure to effectively
implement CDSMEo Centralized and Coordinated Logistical Processes – marketing, recruitment,
enrollment, referrals, participant retentiono Quality Assurance – Continuous Quality Improvement, fidelity monitoring,
data analysiso Business Planning and Sustainability – examples of business and
sustainability plans.
Improving the lives of 10 million older adults by 2020 | © 2017 National Council on Aging 45
Value of Session Zero
Session 0 or other informational/orientation session
o Clarifies expectations, often participants drop out because they didn’t
understand what they were getting into,
o It is an excellent marketing tool
o An article about the value of Session Zero by Matthew Smith and others can
be found on page 96 of the Frontiers in Public Health Journal here
Potential participants might have developed more support for and
positive views of the program because they had an opportunity to
better understand the purpose, content and expectations,
Session 0 may have given individuals who were not fully committed a
chance to re-evaluate their intention and opt out if they were not
ready,
Those who attended session 0 had higher odds of completing the
program,
About one out of five offered session 0, which not only facilitated
participant recruitment, but also increased participant retention.
o A webinar on Session 0 is located here,
o Arizona presentation on “To Do or Not To Do Session Zero”, and
o New York script for Session 0
Improving the lives of 10 million older adults by 2020 | © 2017 National Council on Aging 46
There are many ways to communicate – but what works best with your message? There is no one magic bullet – what works in one area may not be as effective in another
Word of mouth by someone “like me” with a condition or similar situation, who has
benefited from the program and speaks with “voice of experience” is a very valuable
motivator.
Ambassadors – The Centers for Disease Control and Prevention developed a CDC
Ambassador guide. Ambassadors can talk with people one-to-one or visit senior centers
and other places where older adults congregate to speak to groups. They may also go
to potential “champions” like ministers, hairdressers, barbers, pharmacists, etc.
Champions – can be state level or community leaders and others who are respected by
your target audience. They may have some influence over funding, like a town/city
leader, board member of a service group, etc. They may be someone who carries
weight with your target audience, like a health care provider or doctor.
Testimonials are a powerful motivator – they let people see what others think of the
program.
Communication Strategies
Improving the lives of 10 million older adults by 2020 | © 2017 National Council on Aging 47
Keep Communicating with participants and leaders
Stay in touch with participants - before the session starts to encourage those signed up to attend; during sessions, especially if a participant misses a session; and after to encourage their support in the community.
Stay in touch with leaders - by phone, meetings with other leaders to share successes and challenges, and email. Show appreciation for their involvement, and offer opportunities to mentor new leaders.
Arizona has a webinar with helpful tips.
Improving the lives of 10 million older adults by 2020 | © 2017 National Council on Aging 48
Messaging Toolkits
o California Messaging Toolkit
Creating your message, developing your story,
Examples of effective messages,
Do’s and Don’ts of messaging, and
Templates.
o Arizona Recruitment and Marketing Guide
Identifying your audience,
Planning, and
Using a mix of materials and media.
o Wisconsin – Selling Living Well presentation guide
Prepare before your presentation including
identifying audience,
Tell your story,
Examples of “selling points”, and
The importance of testimonials.
Improving the lives of 10 million older adults by 2020 | © 2017 National Council on Aging 49
Some other ways to convey your message
Posters, brochures, prescription pads, news articles, radio, and TV.
Tip Sheet on Increasing Completion of CDSME by participants
Offering CDSME in Rural Areas Tip Sheet
Social media:
Marketing with Facebook and other social media with
potential participants, family members, and partner
organizations.
o Select a target audience (age, location, target/key words) for
each advertisement and customize the message.
Improving the lives of 10 million older adults by 2020 | © 2017 National Council on Aging 50
Incentives – what works and what doesn’t
It can be tempting to offer incentives for recruitment. In the FAQs
for CDSME from ACL/AoA:
Cash incentives are not allowable.
Gift cards in very small denominations ($5 – 10) are an
option, but ACL does not recommend this for issues of
sustainability.
Other incentives could be recognition through news
features, a ceremony at the end of the program, or
giving participants the CDSME handbook at the end of
the program.
Improving the lives of 10 million older adults by 2020 | © 2017 National Council on Aging 51
Is your message clear? Will your audience understand
what you are trying to say?
Be clear about what you are offering.
Chronic Disease Self-Management not always a clear message. The words chronic, illness,
and disease can be perceived negatively.
Potential participants may not recognize they have a chronic condition.
What other ways can we approach chronic conditions so that potential participants
recognize that this means them?
o You may want to reference health conditions or ask if the person has a condition that
limits their activities,
o Some wording used by grantees to identify their program:
Get On with Your Life
Take Control of Your Life
I have Diabetes, It Doesn’t Have Me
Health For A Lifetime
Learn. Move. Live
New Year. New You.
Improving the lives of 10 million older adults by 2020 | © 2017 National Council on Aging 52
Informative Webinars
Theresa Brady from the Centers for Disease Control and
Prevention has presented a webinar , Federal Vision and
Progress – CDC’s CDSME Agenda addressing, among other
things,
o Developing a campaign strategy, and
o Raising awareness about CDSME.
She presented another webinar on “Putting Butts in the Seats”
this which is excellent, describing:
o The ambassador program,
o Language that resonates, and
o Tips on what will bring people into the workshops.
Improving the lives of 10 million older adults by 2020 | © 2017 National Council on Aging 53
Other examples
There are many examples of posters and brochures in the Centralized and Coordinated Logistical Processes section of the Best Practices Toolkit. Some are templates developed by NCOA, others are examples of tools developed by grantees
