Using Multiple Strategies To Promote a Health Care Quality Report
Effective promotion of a comparative quality report requires a multi-faceted approach. Even if you have focused carefully on a particular group, you are still trying to communicate with a large and probably diverse audience. That means that there is no single place, or even small set of places, where your message can be seen or heard by all the people you want to reach. Take advantage of all the ways—all the available media and channels—to communicate your message.
Promotion is not a cookbook enterprise. It requires creative thinking. That’s why it is important for your project team to include both people who are excellent at handling highly technical and “linear” activities such as generating accurate scores as well as people who have unexpected ideas and think more organically.
This section discusses three key strategies:
- Using Mass Media to Spread Messages
- Using Advertising and Free Placements
- Using Person-to-Person Outreach Strategies