Using Health Marketing Tools To Promote Your PRAMS Program

1. Using Health Marketing Tools To Promote Your PRAMS Program Demetrius Parker Angela Ryan Health Communication Specialists Marketing and Communication Strategy Branch Division of Health Communication and Marketing National Center for Health Marketing Centers for Disease Control and Prevention • PRAMS National Meeting • Atlanta, Georgia • December 8, 2008

2. This Presentation • What is health marketing? • Promoting the PRAMS Program - Identifying your customer Who are they? - Elements for success – the 4 P’s - What can you do on a limited budget?

3. What is Health Marketing? Health Marketing: Creating, communicating, and delivering health information and interventions using customer-centered and science-based strategies to protect and promote the health of diverse populations.

4. The Health Marketing Model Audience research, Formative research, Public engagement, Partner engagement Products: CDC’s Research, Science, Evidence- based- advice Customers: “The Public” Individuals Institutions Industries Organizations Policymakers Customers: Health professionals Partners Translating research to practice (B2B), Health communication and marketing (DTC)

5. The PRAMS Marketing Model • Products: • CDC’s • PRAMS Program • State-specific, • population-based • surveillance system • Provides data on • maternal • behaviors and • experiences • (31 states and 1 • city) • Provides data on • 60% of U.S. births, • unwanted • pregnancy, • contraception use Customers: “The Public” (Anyone interested in improving the content and delivery of services for women and children) Individuals Institutions Industries Organizations Policymakers Customers: CDC Programs Healthcare Professionals State and Local Health Departments Partners

6. Promoting the PRAMS Program • Who are Your Customers/Target Audiences? • Primary • Women who recently gave birth (to complete PRAMS survey) • Secondary • Healthcare professionals who treat women and children • State and local health departments • Policymakers involved in public health decision-making

7. Promoting the PRAMS Program • What do you want them to do? • Complete a PRAMS survey • Utilize PRAMS data to: • Develop policy statements • Inform policymakers; enact legislation • Appropriate funding for programs • Monitor prenatal care • Inform healthcare providers • Track trends such as folic acid use

8. Promoting the PRAMS Program • Elements for success • Your approach: • Develop SMART Objectives (Smart, Measurable, Achievable and Realistic, Relevant, and Time-Specific) • By [date], [how much will happen; increase/decrease], [who will do it; the customer or target audience], [who does what; behavior].

9. Promoting the PRAMS Program • Elements for success • Use the 4 Ps (Social Marketing Mix) • Product • Price • Place • Promotion

10. Promoting the PRAMS Program • Product = New behavior • The behavior or offering you want the target audience to adopt • Complete the PRAMS survey • Use PRAMS data to support a public health program (smoking cessation in pregnant women)

11. Promoting the PRAMS Program • Price = What is the cost of the new behavior? • Involves time, effort, and old habits • Time to complete the PRAMS survey • Effort to obtain PRAMS data • Probably is not monetary

12. Promoting the PRAMS Program • Place = Where and how are the customers going to get the product? • Think about locations or places where it will be easy for the customer to access or obtain the product. • Community-based organizations • Television news programs • Radio talk shows • Doctors’ office (Ob/Gyn, Pediatrician) waiting rooms • Web sites

13. Promoting the PRAMS Program • Promotion = How will you promote your product? • Marketing communication falls into two categories: • Personal – reaching one person at a time • Non-personal – reaching large groups of people • Includes media, events, and public relations

14. Promoting the PRAMS Program • What can you do with a limited budget? • Develop a speakers bureau for health, civic, community, social, business, policy organizations and leverage their networks. • Distribute prepared talking points to other relevant programs for inclusion in their presentations / Mother’s Day, National Health Observances, e.g., Birth Defects Prevention Month (January)

15. Promoting the PRAMS Program • What can you do with a limited budget? • Market PRAMS subject matter experts (SMEs) to your local news media, professional health and hospital associations and their publications. • Market SMEs across the public health and related social services spectrum…maternal and child health, wellness clinics, university health services, etc.

16. Promoting the PRAMS Program • What can you do with a limited budget? • Create a tabletop display on the PRAMS program; use at meetings, conferences, presentations, etc. • Enter into partnerships; look for win/win relationships • Local/state health departments • Voluntary organizations (e.g., March of Dimes) • Local employers with high numbers of female employees • Foundations dealing with health and wellness issues (women and children)

17. Promoting the PRAMS Program • What can you do with a limited budget? • Encourage like-minded organizations to provide a hyperlink to your PRAMS program on their Web site. • Use PRAMS data to develop letters to the editor of local newspapers; highlight the impact of PRAMS on reducing local or state infant morbidity and mortality. • Identify and cultivate a local and state policymaker to be a champion for the PRAMS program; communicate with them on a regular basis.

18. Contact Information Demetrius Parker fyy8@cdc.gov (404) 498-2495 Angela Ryan hcq9@cdc.gov (404) 498-6307