Wisconsin Center for Health Communication and Marketing Development Project

1. Wisconsin Center for Health Communication and MarketingDevelopment Project March 1-2, 2007 Retreat with Planning Group Green Lake, WI

2. THANK YOU FOR COMING! IntroductionsIce-breaker Find people with experiences Get the story!

3. Why Worry?

4. What Really Matters? Inborn (10%) Behavior (40%) Medical Care (10%) Health Environment (40%)

5. CONCEPTUAL FRAMEWORK FOR POPULATION HEALTH Social Environment Physical Environment Biologic* Endowment • Individual • Response • Behavior • Biology Health Care Health and Function Disease Health Literacy Well-Being Prosperity Traditional Medical Model of Health Care Source: Evans RG, Barer ML, Marmor TR, Eds, Why are some people healthy and others not? New York: Aldine de Gruyter, 1994 Modified from Stoddart,and Evans, modified again by Foldy

6. US Disease Deaths 2000

7. US Risk Factor Deaths 2000 JAMA 2004;291(10):1238-1245 and correction JAMA 2005;293(3):293

8. Learning = Behavior Change Pre-contemplation Contemplation Preparation Action Maintenance Prochaska, DiClemente & Norcross, 1992 from Sarafino EP. Health Psychology: Biopsychosocial Interactions 4th ed. 2002; Yellow fields by Foldy

9. Learning = Behavior Change Enabling factors Skills Supplies Predisposing factors Perceived seriousness Perceived susceptibility Adequate reward Perceived social norms Self-efficacy Cues to Act Peer support Feedback Reinforcing factors + Knowledge Behavior - Barriers Costs Negative social norms (“peer pressure”) Opposite cues (advertising)

10. Product Placement Promotion Price The 4 P’s of Marketing • Product • Placement • Price • Promotion

11. Putting it All Together:Marketing and Healthy Change Pre-contemplation Predisposing factors – basic education Contemplation Predisposing factors - +’s and –’s Predisposing factors Preparation Enabling factors Enabling factors Action Reinforcing factors Maintenance Reinforcing factors Prochaska, DiClemente & Norcross, 1992 from Sarafino EP. Health Psychology: Biopsychosocial Interactions 4th ed. 2002; Yellow fields by Foldy

14. What is Health Literacy? The Institute of Medicine 2004 “The degree to which individuals have the capacity to obtain, process, and understand basic information and services needed to make appropriate decisions regarding their health.”

15. National Adult Literacy Survey 1992 • Level one examples: • Enter information on a social security card application • Locate intersection on a map • Total a bank deposit slip • Level two examples • Determine price differences on two tickets • Use bus schedule • 39% of Wisconsin adults at level 1 or 2 • Little change in 2003 (prose worse)

16. The Impact of Low Literacy on Health • Poorer health knowledge • Poorer health status • More hospitalizations • Higher health care costs • About 7% of WI doctors assess literacy

19. Make condoms and STD/HIV resource information available to at-risk teens Campaign slogan appearing on bus tails throughout the city.

20. Methods: Locate places where at-risk youth spend time and make condoms available • Nightclubs that have a “teen night” • Record stores • Coffee shops • Retail outlets that cater to teens • Local DJ’s-possible promotion at underage events

22. VISION BRAINSTORMING • No interruptions, corrections, disagreements • VISION: a future-state where effective communications and marketing for better health HAVE BEEN established • After brainstorming: • Select 3 terms or phrases that “speak to the heart of your vision” in an effective way

23. Key Informant Survey21% response rate, N=75

24. Key Informant SurveyMain Work Foci of Respondents

25. Prioritization of Activities to Improve Wisconsin’s Health

26. Priority for Spending (in units of $100,000) From 16th to 12th ranked From 13th to 10th ranked From 7th to 3rd ranked

27. Priority populations for health communication and marketing outreach** * Total equals > 100%; respondents could choose up to 3 areas. ** “Other” items were re-categorized where appropriate.

28. Priority populations for health communication and marketing skill & tool development * Total equals > 100%; respondents could choose up to 3 areas.

29. Most influential and effective communication channels of constituents today vs. 5 years * Total equals > 100%; respondents could choose up to 3 areas.

30. Is there a need for a new health communication and marketing center in Wisconsin?

31. Products or services of greatest interest to respondents * Total equals > 100%; respondents could choose up to 3 areas.

32. Products or services of greatest interest to respondents (All versus “no center” respondents, n=6) * Total equals > 100%; respondents could choose up to 3 areas.

33. Needs Versus AssetsPerform alone PA; Perform alone (capacity needed) PACN; Perform jointly PJ; Coordinate C; Advocate A

34. Needs Versus AssetsPerform alone PA; Perform alone (capacity needed) PACN; Perform jointly PJ; Coordinate C; Advocate A

35. Needs Versus AssetsPerform alone PA; Perform alone (capacity needed) PACN; Perform jointly PJ; Coordinate C; Advocate A

36. Needs Versus AssetsPerform alone PA; Perform alone (capacity needed) PACN; Perform jointly PJ; Coordinate C; Advocate A

37. Needs Versus AssetsPerform alone PA; Perform alone (capacity needed) PACN; Perform jointly PJ; Coordinate C; Advocate A

38. Needs Versus AssetsPerform alone PA; Perform alone (capacity needed) PACN; Perform jointly PJ; Coordinate C; Advocate A

39. Geographic Scope • Should a Wisconsin Center serve • National demand (e.g., grants and contracts with Federal agencies, national projects) • Wisconsin demand only? • Local demands in other states?

40. Mission Statement • Concise description of activities of an entity • VERBS are drivers • BRAINSTORM verbs that match what we’ve learned and prioritized about scope and demand • (Save nouns for later) • PRIORITIZE verbs that speak loudly to what we’ve heard

41. Customers Customer (who initiates, pays?) Target of Capacity Building (Trainees, consumers of services) Target of Communication/Marketing (Public or other end users

42. Customer Brainstorming • BRAINSTORM list of potential customer-types for the Center’s services • PRIORITIZE those customers who appear most likely to value Center services (whether or not they can pay) (blue dots) • IDENTIFY customers the Center should consider avoiding (red dots)

43. THANK YOU! • Next Meetings • Inter-meeting expectations • Comments on retreat • Have a safe trip home! (and sex please sex wear sex your sex seatbelt!)* • Center’s first research into “Libidinal subtextual motivators to enhance • effectiveness of transportation anti-injury behavior marketing.”