Survivorship PROGRAM Marketing Plan

1. Survivorship PROGRAM Marketing Plan 5/30/13 - Updated Communications DepartmentChristi Loso, Suna Gurol Survivorship ProgramEmily Jo Rajotte Nyhus CommunicationsKaren Sung

2. Collaborative Partners on the Plan • Survivorship Program and Clinic • Fred Hutch Communications Department • SCCA Physician Referral Service • Nyhus Communications

3. Overview The goal of the Fred Hutchinson Cancer Research Center Survivorship Program and the Survivorship Clinic at SCCA is to lead a nationwide effort to help survivors and providers understand, prevent and manage the medical and psychosocial effects of having cancer and receiving treatment. The program, which began in 2006 with a grant to Fred Hutch from the LIVESTRONG Foundation, carries out its mission through a three-pronged approach: • Survivorship education • Survivorship research • Clinical services for survivors, provided through the Survivorship Clinic at SCCA and SCCA Network providers

4. Situation Analysis Education and research programs are comparatively robust; but the clinic still has the following issues: • Currently only filling 10 – 20% of clinic capacity • SCCA doctors and nurses still don’t refer or don’t know about the clinic. They either don’t know about the clinic or don’t know how to message it. • 80-95% of patients don’t know about the program/clinic • Cancer centers and their clinics aren’t required to provide treatment summaries (or the resulting survivorship care plans) for all patients until 2015. But need to get the program in place before 2015.

5. Challenges • Patient Barriers: • Tired of treatment • Financial considerations • Unaware of what they need to do next • Internal Barriers: • Oncologists don’t know how to bridge the message that if they refer a patient to the clinic, they are still the primary provider (relationship won’t diminish). The clinic is an extension of patient program/services. • Need support from FHCRC/SCCA leadership to champion the Survivorship Program

6. Audience • Internal Fred Hutch & SCCA: • Doctors, nurses • Advanced practice providers • Community and SCCA network primary care providers • UW physicians should be the priority in this group • External: • Patients • Donors/supporters • Oncologists, primary care physicians

7. What is a survivor? • In some, survivorship is a chronic disease, but these patients can also benefit from the Survivorship Clinic. • Treatment can continue for a patient – relapse can often be a possibility. • Survivors are welcome whether they are just post-treatment or some years past.

8. Goal & Strategies Increase survivorship clinic visits to capacity: Currently 10-20%; grow to 40-50% in the next fiscal year, increasing to full capacity. • Create messaging that resonates with key audiences and address their concerns • Target key audiences that influence referrals, drive traffic, educate patients and champion programs • Promote programs that educate key stakeholders on the mutual benefits of the program and clinic across all channels

12. Survivorship Clinic Tactics Media relations campaign (owner: Christi) • Identify model patients/survivors for interviews and profiles; craft pitches to help tell their story. • Emphasize “public service” education about the clinic’s existence and benefits; as awareness of the clinic and its services is currently limited. • Encourage and empower patients to ask their primary physicians and oncologists about what’s next and best strategies to ensure future health. “Take charge of your health.” • Leverage survivorship research results, recurring events and activities to extend and share messages.

13. Survivorship Clinic Tactics Marketing campaign (co-owners: Emily/Suna/SCCA ) • Internal outreach – reach out to referring physicians, nurses to educate them on the importance of educating their patients on this service. Start with messages that resonate on the value to them as well as to their patientsas it is not first on the physician’s mind. • Identify major barriers - different messages for programmatic clinical leaders. • Encourage patients to ask their doctors about the program • External outreach – target messaging by audience to help advocates educate and shareon multiple channels, for example: • Marketing collateral • Survivorship council • Website • Social media

14. Ongoing Survivorship Programs

15. Ongoing Survivorship Programs

16. Ongoing Survivorship Events & Programs PR

17. Ongoing Survivorship Events & Programs PR

18. Proposed Marketing & PR Efforts

19. Proposed Marketing & PR Efforts

20. NEXT STEPS • Review Survivorship Clinic volumes and establish a baseline (Emily, Suna) • Coordinate with Development, SCCA Marketing and SCCA Physician Outreach on their plans. • Establish regular team meetings – review calendar, marketing efforts. Who should be on team?

21. Survivorship Program Marketing and communication calendar Jan. 2013 – June 2014

22. Marketing/Communications Calendar Jan. - March 2013

23. Marketing/Communications Calendar April - June 2013

24. Marketing/Communications Calendar July – Sept. 2013

25. Marketing/Communications Calendar Oct. - Dec. 2013

26. Marketing/Communications Calendar Jan. - June 2014