Building Patient and Consumer Awareness to Influence Behavior Change (Text Version)

On September 14, 2009, Allan Lazar made this presentation at the 2009 Annual Conference. Select to access the PowerPoint® presentation (7.5 MB) (Plugin Software Help).

Slide 1

Building Patient and Consumer Awareness to Influence Behavior Change

Office of Communications and Knowledge Transfer
Agency for Healthcare Research and Quality

AHRQ 3rd Annual Conference

Bethesda, MD - September 14, 2009

Slide 2

Building Patient and Consumer Awareness

• Allan J. Lazar, Director, OCKT: Moderator
• Farah Englert, Associate Director for Marketing, OCKT: Overview of Marketing and Implementation Activities
• Ellen Crown, Health Communications Specialist, OCKT: Social Media
• Kathy Crosby, Vice President, Group Campaign Director, Ad Council: Patient Engagement Projects for TV and Radio
• Q&A

Slide 3

From Knowledge to Behavior Change - A Long Road

• 1601 - Lemon juice supplement shown to eliminate scurvy among sailors (Lancaster)
• 1747 - Citrus juice supplement eliminates scurvy (Lind)
• 1795 - British Navy implements citrus juice supplement - 195 years after discovery!

Source: Mosteller, Science 1981;221:881

Slide 4

Awareness to Action

• In the current environment, there are many new opportunities for expanding patient and consumer awareness
• This increased awareness is critical to health care reform and building a more efficient, effective, and inclusive health care system
• The primary challenge is in getting consumers and patients to move from being passive to becoming actively engaged in our health and health care

Slide 5

How to Reach Any Consumers (Or Really Audience)

• Decide on audience - most needed, easy, influencers
• Audience motivation - what drives them
• USP, barriers, competition
• Vehicles, partners
• Timing?
• Media coverage
• Feedback - rinse and repeat
• KEEP AT IT!

Slide 6

AHRQ's Tools for Engaging Consumers

• Take Charge of Your Health
  • Two years for actress Fran Drescher to get the correct diagnosis (uterine cancer)
  • Collaboration with AHRQ and Drescher's Cancer Schmancer Foundation
  • Video PSAs offer advice on how to be in charge of your health with early diagnosis

Slide 7

Fran Drescher Helps Get Out the Message

• Fran Drescher encourages consumers to take charge of their health care
• Discusses the importance of asking health care providers the right questions
• Promotes AHRQ's Question Builder as a resource that people can use to build a personalized list of questions they can take to medical appointments

Slide 8

Getting the Message OUT!

• Marketing plans
• Electronic products and tools
• Press releases
• Direct mail
• Web casts, chats
• E-Marketing - e-mail, Twitter, Facebook, etc.
• Web site
• Listservs
• Press conferences and briefings
• Radio interviews
• Partnerships

Slide 9

You Can Partner With AHRQ Co-Branding Products

• Evidence-based products from a reliable, unbiased source
• Recognition with providers and patients
• Free content
• Meets all Federal disability requirements
• Examples:
  • United Healthcare Services Co. of River Valley (Illinois): 50,000 copies of Questions are the Answer
  • Memorial Health System (Colorado): 10,000 copies of Your Guide to Coumadin/Warfarin Therapy
• Many opportunities

Slide 10

A Few Last Thoughts...

Developing Successful Consumer Awareness Campaigns:

• Understand what's on the minds of consumers
• Reach them at their level with information and tools they can understand
• Make communications actionable
• If possible, make it easy; entertainment doesn't hurt

Slide 11

Thank You
Questions?
allan.lazar@ahrq.hhs.gov

Slide 12

Building Patient and Consumer Awareness

• Allan J. Lazar, Director, OCKT: Moderator
• Farah Englert, Associate Director for Marketing, OCKT: Overview of Marketing and Implementation Activities
• Ellen Crown, Health Communications Specialist, OCKT: Social Media
• Kathy Crosby, Vice President, Group Campaign Director, Ad Council: Patient Engagement Projects for TV and Radio
• Q&A

Slide 13

Office of Communications and Knowledge Transfer

Slide 14

Major Activities

• Media/Marketing
• Audiovisual/TV/Radio
• Knowledge Transfer
• Writing/Editing/Design
• Web/Clearinghouse
• Presentations/Exhibits

Slide 15

Original Writing

• Smorgasbord Options:
• Journal articles, white papers
• Consumer products
• Research Activities summaries and briefs
• Promotional brochures, cards, and fliers
• Dr. Clancy's commentaries
• Audiovisual, TV, radio, podcast scripts
• Spanish translations/health literacy

Slide 16

Editing

• Lite Bite:
• Production Edit
  • Standard level of effort, quick turnaround time, uses fewest resources
• Samples:
  • Slides
  • Fliers
  • Posters/displays
  • E-newsletters

Slide 17

Editing

• Cafeteria:
• Copy Edit
  • Medium level of effort, time, and resources
  • Sentence and paragraph structure; checking tables, charts, and references
• Samples:
  • Conference summaries
  • Data reports, e.g., "Hospital Survey on Patient Safety Culture: 2009 Comparative Database Report"
  • Adapted grantee materials, e.g., "Preventing Hospital-Acquired Venous Thromboembolism"

Slide 18

Editing

• Gourmet:
• Substantive Edit
  • Highest level of effort
  • Rewrite, add new sections, review source documents
• Samples:
  • NHQR/DR and related products
  • AHRQ Annual Report
  • Fact sheets, program briefs
  • Large-volume compendiums, e.g., "Nurses Handbook," "Advances in Patient Safety"

Slide 19

Information Resources

• A la Carte:
• Information Resources Center
  • Online literature searches
  • Onsite literature collection
  • Bibliographic management
  • Online e-mail responses -- over 2,000 requests per year

Slide 20

Media

Lite Bite Menu Options:

• Articles in AHRQ Electronic Newsletters
• Articles in Research Activities

Slide 21

Media

Cafeteria Menu Options:

• Outreach and "pitching" to media
• E-mails to targeted health reporters
• Development of podcasts and other AV products
• Advice columns, commentaries, etc.
• Success Story: "News and Numbers" featuring HCUP and MEPS stats enjoy regular and broad media coverage

Slide 22

Media

Gourmet Menu Options:

• Press conference
• Press release to 1,500+ media outlets
• Media training, Qs and As, and talking points
• Coordination and followup for media interviews
• Success Story: Prostate cancer screening recommendation over age 75

Slide 23

Marketing

Lite Bite Menu Options:

• E-mail outreach to stakeholders
• Development of fliers, slides, speeches, and other marketing materials
• Distribute materials at AHRQ exhibit booths

Slide 24

Marketing

Cafeteria Menu Options:

• E-mail and telephone outreach to key stakeholders
• Direct mail to key stakeholders
• Marketing outreach to Web news sites
• Pursuit of partnership agreements
• Success Story: Print partnership with AARP on "Staying Healthy at 50+" checklists

Slide 25

Marketing

Gourmet Menu Options:

• Sustained outreach to key stakeholder organizations to develop dissemination opportunities
• Work with CME developers to create audience-appropriate CME
• Success Story: Carolyn Clancy's "Navigating the Health Care System" column on AARP Web site

Slide 26

Audiovisual / TV / Radio

Smorgasbord Options:

• Newscasts distributed via podcasts and the Web
• Radiocasts distributed to radio stations
• Web conference
• "In store" audio announcements
• PSAs, e.g., Ad Council, etc.
• DVDs/videos

Slide 27

Knowledge Transfer/Implementation

• Success Stories: Medicaid Medical Directors Learning Network
• At least 30 Medicaid medical directors using at least one AHRQ product, tool or research finding to make a policy decision
  • Cesarean Delivery on Maternal Request
  • Off-Label Use of Atypical Antipsychotics
  • Non-Invasive Imaging for Coronary Artery Disease

Slide 28

Knowledge Transfer/Implementation

Success Stories: Hospital Product Line

• Case studies from at least 50 hospitals representing 10 health systems in 10 states showing how they have used at least one AHRQ tool
  • Hospital Culture Survey
  • Hospital CAHPS
  • Transforming Hospitals DVD
  • TeamSTEPPS
  • Preventing VTE in Hospitals
  • Improving Patient Flow in the Emergency Dept.

Slide 29

Questions?
farah.englert@ahrq.hhs.gov
301-427-1865

Slide 30

Building Patient and Consumer Awareness

• Allan J. Lazar, Director, OCKT: Moderator
• Farah Englert, Associate Director for Marketing, OCKT: Overview of Marketing and Implementation Activities
• Ellen Crown, Health Communications Specialist, OCKT: Social Media
• Kathy Crosby, Vice President, Group Campaign Director, Ad Council: Patient Engagement Projects for TV and Radio
• Q&A

Slide 31

Twitter & Facebook Just for Kids?

Slide 32

Barack 2.0

Photo Credit: ComputerWeekly

• Present on 16+ social media sites
• 2 million profiles on My.BarackObama.com
• Used MiGente (Latinos), BlackPlanet (African Americans), Glee ("gay, lesbian and everyone else") to connect with specific groups
• Used Flickr and YouTube to distribute "messages of hope"

Slide 33

Businesses Use Social Media

• Comcast: customer service on Twitter
• H&R Block: free tax advice on Facebook
• DELL: Used Twitter to sell $1 million+ discounted products

Slide 34

Today's Headlines

Artwork credit: wordpress

• AHRQ Offers New Media
• On Demand - Information Consumers Can Use
• Social Media Broadens AHRQ's Connection with Consumers
• Social Media Empowers Consumers to Share AHRQ Information

Slide 35

Social Media - Cheat Sheet

• Podcast/Radiocast (Audio or video files you listen/watch on IPod or computer)
• Twitter (Like text messaging, but everyone can see your conversation)
• Facebook (Web site connects you with friends and others with similar interests)
• RSS Feeds (E-mails you stuff, such as press releases)
• Social Bookmarking (Select Web page, such as AHRQ Homepage, and send content to social networking sites, such as your Facebook page)

Slide 36

AHRQ Using Audio & Video

• Podcasts
• Radiocasts
• Online Videos
• Public Service Ads/Announcements

Healthcare 411 www.healthcare411.ahrq.gov

Slide 37

AHRQ is Personalizing Communications

• E-mail Updates
• RSS Feeds

Slide 38

AHRQ Helping Consumers Share Your Research

• Bookmark & Share (Chiclets)
• "Send to a Friend"

Slide 39

AHRQ on Twitter

• Twitter www.twitter.com/AHRQNews
• "AHRQ Spearheads Effort to Add Patient Voice to Error Reporting" [with link to longer story] (HCPro Editors)
• "Women: Stay Healthy at Any Age; Your Checklist for Health, (AHRQ)." (Carolyn Newstrom, a RN who lives in Calif.)
• "Looking forward to AHRQ conference in September." (Alina Hsu, health care worker)

Slide 40

AHRQ's Social Media Works

• Disseminates knowledge
• Makes your research easier to find, share, use, and implement

Slide 41

Thank You

Email: ellen.crown@ahrq.hhs.gov
Twitter: www.twitter.com/AHRQNews
Podcasts: www.healthcare411.ahrq.gov

Slide 42

Ad Council

Slide 43

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

Slide 44

Social Issues Through the Decades

1950s: Forest Fires, Polio
1960s: Pollution, Discrimination
1970s: Peace Corps, Red Cross
1980s: Crime, Drunk Driving, Seatbelts, AIDS
1990s: Education, Recycling, Child Abuse
2000s: Violence, Mentoring, Obesity Prevention

Slide 45

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 a springboard for developing integrated vehicles
• Create programs that inspire interaction

Slide 46

Consumer Engagement Opportunities

• Advertising
• PR/Buzz
• Website
• Social Media
• Podcasts
• Text Messaging
• Gaming
• Events

Slide 47

Media Engagement Opportunities

• Television
• Radio
• Print
• Outdoor
• New Media
• Internet

Slide 48

Measuring Campaign Success

• Donated media dollars
• Press coverage
• Campaign buzz
• Website and online activities
• Call volume
• Issue related data
• Changes in attitudes and behaviors

Slide 49

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

Slide 50

Social Marketing Communication that Inspires Change

Slide 51

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

Slide 52

The Value of Social Marketing

• Create awareness of an issue
• Educate the public
• Change attitudes and feelings
• Motivate a desired behavior

Slide 53

How You Get There From Here
Research and Planning

Slide 54

What Are You Trying To Do?

• First, determine your objectives for the program

Slide 55

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

Slide 56

Where Do You Start?

• Review secondary research
  • Facts and figures about the issue
  • Review of previous/similar campaigns
  • Industry experts
  • Consumer trends
• Conduct consumer research
  • Qualitative
  • Quantitative
• Uncover key insights that are unique, relevant and actionable

Slide 57

How You Get There From Here Creative Development

Slide 58

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-minded creative brief:
  • Background
  • Target audience
  • Target insight
  • Main message
  • Support for message
  • Call to action

Slide 59

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?

Slide 60

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?

Slide 61

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

Slide 62

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?

Slide 63

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?

Slide 64

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 much
  • Tell them why they shouldn't drive drunk.
  • Put kids under 4'9" in booster seats.
  • Take small steps to get healthier.

Slide 65

How Many Ways Can You Reach Them?

• Advertising
  • TV
  • Radio
  • Print
  • Out of Home
  • Internet
  • Yellow Pages
• Public Relations
  • Media Relations
  • Social Media
  • Grassroots Marketing & Buzz

Slide 66

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

Slide 67

Communication that Inspires Change

Thank you!