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!

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 For a change of pace….. Last year, AHRQ collaborated with actress Fran Drescher to develop video PSAs on taking charge of your health. As you may know, it took two years for Ms. Dresher to get the correct diagnosis of uterine cancer. With her characteristic humor, she is an powerful spokeswoman on early diagnosis. The video PSAs are available on our healthcare 411 section of the AHRQ website. For a change of pace….. Last year, AHRQ collaborated with actress Fran Drescher to develop video PSAs on taking charge of your health. As you may know, it took two years for Ms. Dresher to get the correct diagnosis of uterine cancer. With her characteristic humor, she is an powerful spokeswoman on early diagnosis. The video PSAs are available on our healthcare 411 section of the AHRQ website.

8. Getting the Message OUT! 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

9. You Can Partner With AHRQ Co-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... 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

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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.

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? (Photos of teens on computers and using cell phones and cameras) (Photos of teens on computers and using cell phones and cameras)

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" (Photo of Barack Obama) (Photo of Barack Obama)

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

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

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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

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

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

51. Social Marketing that Changes the Norm Social marketing sells and ‘ideal’ that saves a life, improves a life and or makes someone feel good about becoming involved in someone else’s life

52. The Value of Social Marketing Create awareness of an issue Educate the public Change attitudes and feelings Motivate a desired behavior

53. How You Get There From HereResearch and Planning 

54. What Are You Trying To Do? First, determine your objectives for the program

55. Where Do You Start? All compelling work starts with the process of strategic planning The discipline of strategic planning will allow you to uncover key insights that will relate to your target audience

56. Where Do You Start? Review secondary research Facts and figures about the issue Review of previous/similar campaigns Industry experts Consumer trends Conduct consumer research Qualitative Quantitative Uncover key insights that are unique, relevant and actionable

57. How You Get There From HereCreative Development 

58. How Do You Create Great Work? Whether it’s an ad, a brochure or a book mark, great creative communicates just one idea and starts with a single-minded creative brief: Background Target audience Target insight  Main message  Support for message  Call to action

59. How Do You Create Great Work? A creative brief must be completely single-minded Background: Why are we advertising? What is the problem that must be solved?

60. How Do You Create Great Work? A creative brief must be completely single-minded Target audience Who are the “low-hanging fruit” that you hope to change? How do they define themselves? What do they currently believe about the issue? How open are they to change? How far do you need to move them before they take action?

61. How Do You Create Great Work? Understand that great creative is: Work that motivates people Sends a message that strikes a chord Moves them to start doing something new or differently

62. How Do You Create Great Work? A creative brief must be completely single-minded Support for message Why should they believe the message? What is the proof?

63. How Do You Create Great Work? A creative brief must be completely single-minded Call to action: What do we want the target to do?

64. How Do You Create Great Work? In every communication, talk to the audience as you would a friend If possible, entertain them If needed, make them uncomfortable Once you’ve got them, don’t ask for too much Tell them why they shouldn’t drive drunk… Put kids under 4’9” in booster seats… Take small steps to get healthier…

65. How Many Ways Can You Reach Them? Advertising TV Radio Print Out of Home Internet Yellow Pages Public Relations Media Relations Social Media Grassroots Marketing & Buzz

66. How Many Ways Can You Reach Them?

67. Communication that Inspires ChangeThank you!