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

Slide presentation from the AHRQ 2009 conference

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

Slide 1. Building Patient and Consumer Awareness  to Influence Behavior Change

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

Slide 2. Building Patient and Consumer Awareness

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

Slide 3. From Knowledge to Behavior Change - A Long Road

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

Slide 4. Awareness to Action

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

Slide 5. How to Reach Any Consumers (Or Really Audience)

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

Slide 6. AHRQ's Tools for Engaging Consumers

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

Slide 7. Fran Drescher Helps Get Out the Message

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

Slide 8. Getting the Message OUT!

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

Slide 9. You Can Partner With AHRQ: Co-Branding Products

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

Slide 10. A Few Last Thoughts . . .

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

Slide 11. Thank You. Questions?

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

 

Slide 12

Slide 12. Building Patient and Consumer Awareness

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

Slide 13. Office of Communications and Knowledge Transfer

Office of Communications and Knowledge Transfer

 

Slide 14

Slide 14. Major Activities

Major Activities

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

 

Slide 15

Slide 15. Original Writing

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

Slide 16. Editing

Editing

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

 

Slide 17

Slide 17. Editing

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

Slide 18. Editing

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

Slide 19. Information Resources

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

Slide 20. Media

Media

Lite Bite Menu Options:

  • Articles in AHRQ Electronic Newsletters
  • Articles in Research Activities

 

Slide 21

Slide 21. Media

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

Slide 22. Media

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

Slide 23. Marketing

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

Slide 24. Marketing

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

Slide 25. Marketing

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

Slide 26. Audiovisual / TV / Radio

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

Slide 27. Knowledge Transfer/Implementation

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

Slide 28. Knowledge Transfer/Implementation

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

Slide 29. Questions?

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

 

Slide 30

Slide 30. Building Patient and Consumer Awareness

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

Slide 31. Twitter and Facebook Just for Kids?

Twitter & Facebook Just for Kids?

 

Slide 32

Slide 32. Barack 2.0

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

Slide 33. Businesses Use Social Media

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

Slide 34. Today's Headlines

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

Slide 35. Social Media - Cheat Sheet

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

Slide 36. AHRQ Using Audio and Video


AHRQ Using Audio & Video

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

Healthcare 411 www.healthcare411.ahrq.gov

 

Slide 37

Slide 37. AHRQ is Personalizing Communications

AHRQ is Personalizing Communications

  • E-mail Updates
  • RSS Feeds

 

Slide 38

Slide 38. AHRQ Helping Consumers Share Your Research

AHRQ Helping Consumers Share Your Research

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

 

Slide 39

Slide 39. AHRQ on Twitter

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

Slide 40. AHRQ's Social Media Works

AHRQ's Social Media Works

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

 

Slide 41

Slide 41. Thank You

Thank You

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

 

Slide 42

Slide 42. Ad Council

Ad Council

 

Slide 43

Slide 43. Ad Council's Mission

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

Slide 44. Social Issues Through the Decades

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

Slide 45. Ad Council's Engagement Model

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

Slide 46. Consumer Engagement Opportunities

Consumer Engagement Opportunities

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

 

Slide 47

Slide 47. Media Engagement Opportunities

Media Engagement Opportunities

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

 

Slide 48

Slide 48. Measuring Campaign Success

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

Slide 49. Ad Council Campaigns Get Results

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

Slide 50. Social Marketing Communication that Inspires Change

Social Marketing Communication that Inspires Change

 

Slide 51

Slide 51. Social Marketing that Changes the Norm

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

Slide 52. The Value of Social Marketing

The Value of Social Marketing

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

 

Slide 53

Slide 53. How You Get There From Here: Research and Planning

How You Get There From Here
Research and Planning

 

Slide 54

Slide 54. What Are You Trying To Do?

What Are You Trying To Do?

  • First, determine your objectives for the program

 

Slide 55

Slide 55. Where Do You Start?

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

Slide 56. Where Do You Start?

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

Slide 57. How You Get There From Here: Creative Development

How You Get There From Here Creative Development

 

Slide 58

Slide 58. How Do You Create Great Work?

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

Slide 59. How Do You Create Great Work?

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

Slide 60. How Do You Create Great Work?

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

Slide 61. How Do You Create Great Work?

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

Slide 62. How Do You Create Great Work?

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

Slide 63. How Do You Create Great Work?

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

Slide 64. How Do You Create Great Work?

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

Slide 65. How Many Ways Can You Reach Them?

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

Slide 66. How Many Ways Can You Reach Them?

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

Slide 67. Communication that Inspires Change

Communication that Inspires Change

Thank you!

Current as of December 2009
Internet Citation: Building Patient and Consumer Awareness to Influence Behavior Change (Text Version). December 2009. Agency for Healthcare Research and Quality, Rockville, MD. http://www.ahrq.gov/news/events/conference/2009/lazar/index.html