SURVIVORSHIP PROGRAM MARKETING PLAN5/30/13 - Updated

Communications DepartmentChristi Loso, Suna Gurol

Survivorship ProgramEmily Jo Rajotte

Nyhus CommunicationsKaren Sung

Collaborative Partners on the Plan• Survivorship Program and Clinic• Fred Hutch Communications Department• SCCA Physician Referral Service• Nyhus Communications

OverviewThe goal of the Fred Hutchinson Cancer Research Center Survivorship Program and the Survivorship Clinic at SCCA is to lead a nationwide effort to help survivors and providers understand, prevent and manage the medical and psychosocial effects of having cancer and receiving treatment.

The program, which began in 2006 with a grant to Fred Hutch from the LIVESTRONG Foundation, carries out its mission through a three-pronged approach:

• Survivorship education• Survivorship research • Clinical services for survivors, provided through the

Survivorship Clinic at SCCA and SCCA Network providers

Situation Analysis Education and research programs are comparatively robust; but the clinic still has the following issues:

• Currently only filling 10 – 20% of clinic capacity

• SCCA doctors and nurses still don’t refer or don’t know about the clinic. They either don’t know about the clinic or don’t know how to message it.

• 80-95% of patients don’t know about the program/clinic

• Cancer centers and their clinics aren’t required to provide treatment summaries (or the resulting survivorship care plans) for all patients until 2015. But need to get the program in place before 2015.

Challenges• Patient Barriers:

• Tired of treatment• Financial considerations• Unaware of what they need to do next

• Internal Barriers:• Oncologists don’t know how to bridge the message that if they refer

a patient to the clinic, they are still the primary provider (relationship won’t diminish). The clinic is an extension of patient program/services.

• Need support from FHCRC/SCCA leadership to champion the Survivorship Program

Audience

• Internal Fred Hutch & SCCA: • Doctors, nurses• Advanced practice providers• Community and SCCA network primary care providers

• UW physicians should be the priority in this group

• External:• Patients• Donors/supporters• Oncologists, primary care physicians

What is a survivor?• In some, survivorship is a chronic disease, but these

patients can also benefit from the Survivorship Clinic.

• Treatment can continue for a patient – relapse can often be a possibility.

• Survivors are welcome whether they are just post-treatment or some years past.

Goal & Strategies

Increase survivorship clinic visits to capacity: Currently 10-20%; grow to 40-50% in the next fiscal year, increasing to full capacity.

1. Create messaging that resonates with key audiences and address their concerns

2. Target key audiences that influence referrals, drive traffic, educate patients and champion programs

3. Promote programs that educate key stakeholders on the mutual benefits of the program and clinic across all channels

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The Survivorship Program empowers survivors to take charge of their health and teaches them how to educate their family members and healthcare team regarding their needs. The Seattle Cancer Care Alliance Survivorship Clinic offers clinical care, support, patient education, and research opportunities to cancer patients after their treatment is complete or they are in long-term therapy, regardless of where they received their care �͘

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The Survivorship Program is a pioneer in providing education and support not only to survivors, but also to family members, caregivers and health care professionals.

Throughout the year we offer events and lectures for cancer patients, survivors, caregivers, friends, family, and health care professionals designed to provide general education on a variety of the late and long-term effects faced by cancer survivors after treatment is completed.

Our unique educational programs include:

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The mission of the Fred Hutchinson Cancer Research Center Survivorship Program is to advance the science of cancer survivorship to improve the lives of survivors. We do this by empowering them through education and advocacy, and disseminating knowledge of the unique needs of survivors to health care providers and the community.

Through our research efforts we conduct and support research that both examines and addresses the long and short-term physical, psychological, social, and economic effects of cancer and its treatment among pediatric and adult survivors of cancer and their families.

Our many groundbreaking contributions to the field of cancer survivorship include:

o Long-Term Follow-Up Program

o Chemobrain research

o Exercise and Thrive study

o Childhood cancer survivorship research

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The Survivorship Program empowers survivors to take charge of their renewed health and teaches them how to educate their family members and healthcare team regarding their needs. The Seattle Cancer Care Alliance Survivorship Clinic offers clinical care, support, patient education, and research opportunities to cancer patients after their treatment is complete or they are in long-term therapy, regardless of where they received their care

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The Survivorship Clinic at the SCCA provides individualized care plans that empower survivors with knowledge about their cancer diagnosis and treatment, address the chronic effects of cancer and its therapy, provide monitoring recommendations and promote health-protective behaviors.

We draw upon the experience of LTFU program that has been in operations 35 years.

The Survivorship Clinic was among the first programs in the country to develop cancer treatment summaries and survivorship care plans for individual patients.

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Our membership in the Survivorship Center of Excellence Network as designated by the LiveStrong Foundation is a testament to our commitment and leadership in the field. We were one of a handful of programs across the nation selected to be inaugural members of the network.

Private financial support is critical to fund the emerging ideas and research innovations in cancer survivorship, advancing our ability to improve lives after cancer.

Donations directly support:

o Novel ideas and research that lead to new discoveries and better therapies

o Scientists’ ability to react quickly to promising research leads

o Technology, facilities and other resources that enable our scientists to work collaboratively and efficiently, accelerating their abilities to treat patients

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The Survivorship Clinic addresses various problems cancer survivors may face after therapy ends. These include pain, fatigue, fear of recurrence, living with uncertainty, neuropathy, lymphedema, bone loss, sexual dysfunction, cardiovascular disease, memory issues, and future cancer risk.

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The knowledge gained from reviewing your cancer treatment can help you understand your future health risks. We have experts available to assist and educate you regarding your risks and how to prevent and manage them. We can also address current physical or social survivorship concerns you may be facing as a result of your treatment.

Armed with this information, survivors are better prepared to work with their health care providers to maintain a health quality of life.

Survivorship Clinic Tactics

Media relations campaign (owner: Christi) • Identify model patients/survivors for interviews and

profiles; craft pitches to help tell their story. • Emphasize “public service” education about the clinic’s

existence and benefits; as awareness of the clinic and its services is currently limited.

• Encourage and empower patients to ask their primary physicians and oncologists about what’s next and best strategies to ensure future health. “Take charge of your health.”

• Leverage survivorship research results, recurring events and activities to extend and share messages.

Survivorship Clinic Tactics Marketing campaign (co-owners: Emily/Suna/SCCA )

• Internal outreach – reach out to referring physicians, nurses to educate them on the importance of educating their patients on this service. Start with messages that resonate on the value to them as well as to their patients as it is not first on the physician’s mind.

• Identify major barriers - different messages for programmatic clinical leaders.

• Encourage patients to ask their doctors about the program

• External outreach – target messaging by audience to help advocates educate and share on multiple channels, for example:

• Marketing collateral • Survivorship council• Website• Social media

Ongoing Survivorship ProgramsAudience Programs Owner

Patient - Communications Program

• SCCA Patient Education lectures (4x per year)

• SCCA health fairs (2x per year)• Survive and Thrive newsletter (4x per

year)• Cancer survivorship teleconference (4x

per year)• Celebrating Women’s Wellness• Moving Beyond Cancer to Wellness• SCCA We Care Fair• Pediatric Moving Beyond Cancer to

Wellness• Healthy for the Holidays• Real Life, Real Food

Emy/Emily

Ongoing Survivorship ProgramsAudience Programs Owner

Patient - External Events • Exercise and Thrive Orientation (3x per year)• Gilda’s Club survivorship lectures (4x per year)• YACFest• UW women’s wellness forum• Moving Beyond Cancer to Wellness• Lymphoma research meeting• Cancer Lifeline – navigating your health• Pediatric Moving Beyond Cancer to Wellness• Healthy for the Holidays• Relay for Life (Tacoma)

Emy/Emily

Providers – Internal • Symposium on Cancer Survivorship (CME)• SCCA Staff Education (4x per year)

Emy/Emily

Providers – External • Symposium on Cancer Survivorship (CME)• Evergreen Hospital grand rounds• SCCA Network site visits

Emy/Emily

Ongoing Survivorship Events & Programs PR

Program Description Owner

National Survivorship Day

Annual survivorship education symposium “Moving Beyond Cancer to Wellness,” open to the public

Christi

Exercise & Thrive Partnership with YMCAs and Livestrong on survivorship exercise regimens/training

Christi

Ongoing Survivorship Events & Programs PR

Program Description Owner

Young Adult Survivorshipresearch project

Drs. Baker and Syrjala to lead national research project (of seven Livestrong sites) on young adult survivorship and best practices.

Christi/Suna

Survivorship wellness “Healthy for the Holidays” public event and similar, including cooking workshops at PCC; news releases spotlight survivorship research and seasonal opportunities, such as new year’s resolutions for survivors. We offer Drs. Baker and Syrjala as survivorship research and healthy lifestyle experts; and as advocates for clinic visits for personalized treatment summaries and survivorship care plans.

Christi

Proposed Marketing & PR EffortsCollateral Description Audience Owner Status

Proactive Story Placement

Identify and capitalize on opportunities to highlight survivorship clinic services, benefits, and how to make an appointment. Emphasis on placement in women’s and oncology interest publications.

External Patients Christi Ongoing

Brochures Updated to include new messagingRedistribute. New insert for providers.

Internal and External Patients, External Providers

Colleen/Barbara/Suna

Complete

Messaging Framework

New messaging by audience All audiences Karen Complete

Website Updated information to SCCA and Fred Hutch websites

All audiences Suna TBD

Proposed Marketing & PR EffortsCollateral Description Audience Owner Status

Social Media Integrated sharing of information for events, announcements, patient stories, etc. with Fred Hutch and SCCA.

Creation of Facebook page for Survivorship Program.

Internal and External Patients Suna/Kelly Ongoing

Volunteer tables

Have volunteers staff tables in the lobby of the SCCA

Internal Providers/Staff, Internal and External Patients

Emily/SCCA TBD

Letter campaign

Mailing every quarter to patient who had an appointment at the SCCA one year ago. To encourage patients to come to the clinic. Piloted in mid-April 2013.

Internal Patients Emily TBD

Online referral form

Adding a box for the Survivorship Clinic. Need to clarify how it will be worded.

Internal providers Emily/SCCA TBD

NEXT STEPS• Review Survivorship Clinic volumes and establish a

baseline (Emily, Suna)

• Coordinate with Development, SCCA Marketing and SCCA Physician Outreach on their plans.

• Establish regular team meetings – review calendar, marketing efforts. Who should be on team?

SURVIVORSHIP PROGRAM MARKETING AND COMMUNICATION CALENDARJan. 2013 – June 2014

22

January

Coping with Cancer magazine – Dr. Syrjala’s Survivorship tips for New Year

Exercise & Thrive promotion (with YMCA)

Letter to patients

Leading Edge quarterly newsletter

February  SCCA Staff Education: Patient Perspectives presentation(on transition from patient to survivor)

March

YA Survivorship Research press release / pitch / patient story

Survive & Thrive enewsletter 

Marketing/Communications Calendar Jan. - March 2013

23

April Exercise & Thrive promotion (with YMCA)

Letter to patients

Leading Edge quarterly newsletter

Gilda’s Club Lecture Partnership: “Late Effects from Cancer Treatment” 

May -National Cancer Research Month-National Melanoma / Skin Cancer Awareness month-Older Americans Month-Mother’s Day (5/12)-Women’s Health Week (5/12-5/18)

SCCA Staff Education: Body Image

Gilda’s Club Lecture Partnership: “Emotional Issues After Cancer”

Cancer Lifeline Talk: “Importance of Survivorship Care Plan”

SCCA Physician Educational Outreach Primary Care symposium – 5/5, Pallative Care 

June

-Cancer Survivors Day (6/2)-Father’s Day (6/16)

Moving Beyond Cancer to Wellness Symposium (6/2)

Survive & Thrive enewsletter

Primary Care Physician – West Annual Conference (6/10-11) – Seattle, WAhttp://www.pri-med.com/pmo/ViewEvent.aspx?EventCode=26SEA13A

“Life Transitions After a Cancer Diagnosis” PPT in Washington State DOH Washington Cares June Briefer

Marketing/Communications Calendar April - June 2013

24

July Pitch women’s blogs/publications

Letter to patients

Leading Edge quarterly newsletter

August

Obliteride booth (8/9-8/11) 

September

-Grandparents Day (9/8)-Leukemia & Lymphoma Awareness Month-Ovarian Cancer Awareness Month-Prostate Cancer Awareness Month

Exercise & Thrive promotion (with YMCA)

Survive & Thrive enewsletter

SCCA Staff education

SCCA Physician Educational Outreach Symposium – Gynecological issues (9/6)

Gilda’s Club Lecture: Partnership & Stress Management

Cancer Education Conference (9/18-21) – Seattle, WAhttp://www.pri-med.com/pmo/ViewEvent.aspx?EventCode=26SEA13A

Marketing/Communications Calendar July – Sept. 2013

25

October

-Breast Cancer Awareness Month

Pitch women’s blogs/publications

Letter to patients

SCCA Physician Educational Outreach “Leading Edge” quarterly newsletter

SCCA Physician Educational Outreach Symposium – Breast Cancer – (10/24-25) – Bell Harbor, Seattle, WA

Advanced Practice in Primary and Acute Care for NP’s (10/31 – 11/2) – Seattle, WAhttp://www.uwcne.org/secure/display3.asp?SKU=13130-A-C

November

-Lung cancer awareness month

Healthy survivor holiday tips

SCCA Staff Education

Gilda’s Club Lecture Partnership: “Life After Cancer, Now What?”

December

Healthy for the Holidays seminar

Survive & Thrive enewsletter

Marketing/Communications Calendar Oct. - Dec. 2013

26

January

Exercise & Thrive promotion (with YMCA)

Letter to patients

Leading Edge quarterly newsletter

February 

March

Survive & Thrive enewsletter 

April Exercise & Thrive promotion (with YMCA)

Letter to patients

 

May -National Cancer Research Month-National Melanoma / Skin Cancer Awareness month-Older Americans Month-Mother’s Day (5/11)-Women’s Health Week (5/11-5/17)

Moving Beyond Cancer to Wellness

 

June

-Cancer Survivors Day (6/1)-Father’s Day (6/15)

Moving Beyond Cancer to Wellness Symposium (6/1)

Survive & Thrive enewsletter

Marketing/Communications Calendar Jan. - June 2014