Building Patient and Consumer Awareness to Influence Behavior Change

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

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

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

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

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!

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

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

8. 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 AHRQ Quality Safety Efficiency Effectiveness Getting the Message OUT!

9. You Can Partner With AHRQCo-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

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

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

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

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

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

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

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”

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”

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

20. Media Lite Bite Menu Options: • Articles in AHRQ Electronic Newsletters • Articles in Research Activities

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

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

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

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

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

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

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

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.

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

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

31. Twitter & FacebookJust for Kids?

32. Barack 2.0 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" PhotoCredit: ComputerWeekly

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

34. Today’s Headlines 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 Artwork credit: wordpress

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)

36. AHRQ Using Audio & Video Podcasts Radiocasts Online Videos Public Service Ads/Announcements Healthcare 411 www.healthcare411.ahrq.gov

37. AHRQ is Personalizing Communications E-mail Updates RSS Feeds

38. AHRQ Helping ConsumersShare Your Research Bookmark & Share (Chiclets) “Send to a Friend”

39. AHRQ on Twitter Twitter http://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)

40. AHRQ’s Social Media Works Disseminates knowledge Makes your research easier to find, share, use, and implement Image: Matt Dickman

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

42. 0.00 4.41 0.20 0.20 4.41 2.32 1.74 2.61 3.37

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

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

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 aspringboard for developing integrated vehicles Create programs that inspire interaction

46. Consumer Engagement Opportunities

47. Media Engagement Opportunities Television Internet Radio New Media Print Outdoor

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

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

50. Social MarketingCommunication that Inspires Change