Transcript What We Learned: CDSMP Marketing 3

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Marketing Methods and Messages
Effective Ways to Promote and Recruit Participants to the CDSMP
John Beilenson
Libby Bernick
December 2007
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Agenda
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Where We’re Aiming
What We Did
What We Learned: Marketing
What We Learned: Messages
What We Learned: Look and Feel
Next Steps
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Where We’re
Aiming
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Promoting CDSMP
Dissemination
• Identify best practices for CDSMP marketing and
recruitment
• Create and make available “state-of-the-art”
marketing and recruiting tools
− Use of marketing materials is optional and
voluntary, no NCOA mandates
• Support state agencies’ and local providers’ efforts to
build awareness and recruit CDSMP participants
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Webinar Goals
• Extend research findings and expand understanding
of effective ways to recruit older adults to the CDSMP
• Get feedback on possible creative directions for
CDSMP marketing materials
• Share information and build a collaborative approach
to marketing the CDSMP
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What We Did
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Research on Marketing Best Practices
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NCOA “Integrated Outreach” strategies
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Conducted a detailed literature survey and interviews to identify
best practices
Crafted a best practice, health communications strategy aimed at
older adults
CDSMP marketing strategies
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Scanned published literature specific to CDSMP marketing
Interviewed 6 key informants
Reviewed CDSMP marketing materials (brochures, posters,
leaflets, recruiting letters, presentations)
Survey of Webinar participants
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What We Learned:
CDSMP Marketing
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About CDSMP Dissemination
• Developed in early 1990s by Stanford Center for Research in
Patient Education, based on a successful arthritis selfmanagement program.
• Broad experience and demonstrated efficacy in a variety of
settings, populations, and chronic conditions
• Now used internationally in 15 countries and in 39 US states.
• Strong marketing and recruitment are a cornerstone of CDSMP
success, but relatively little research and few tools to support
marketing and recruitment.
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Sustained, Personalized
Marketing Works Best
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Research and survey agree: Face-to-face presentations and meetings,
especially to generate initial awareness, are most effective for every key
audience (prospective participants, health care professionals, aging
service providers, local media, local authorities, etc)
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Successful programs start with who they know and “work their network”
within a community.
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These initial marketing/awareness strategies are labor intensive; later
efforts can be more focused on recruitment and capitalize on the “buzz.”
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The best marketing approaches:
– Begin before scheduled workshops
– Match the availability of classes
– Are sustained over time
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Other Marketing Channels
That Work
• Recruitment letters to patients from clinical practices
get 5-11% response rate.*
• Human interest articles in local/targeted media build
awareness.
• Faith-based outreach in African American communities,
Web-based strategies in Native American tribes have
promise.
*Lorig, 2005, Washburn 2007, Sobel 2007
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Marketing Channels
That Don’t Work
• “Impersonal” marketing channels less effective in building early
awareness:
− Broadcast media outreach
− PSAs and general advertising
− Press releases
− Letters sent to community groups and leaders
− “Cold” flyer mailings/posting
• Survey says…
− Some of the most commonly used marketing techniques are not
perceived as the most effective.
– Examples: distributing brochures/leaflets, print ads, posters
− Presentations to community groups are widely used, but much
more effective for some agencies than others.
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Organizational Capacity is
Critical
• Face-to-face approaches by program champions work
best initially, but are labor intensive.
• Programs need either full time or part time staff with
marketing expertise and multiple responsibilities.
• Partnering with other organizations in the community
helps build awareness and leverage limited resources.
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CDSMP Marketing
Discussion
• What do you think about these research findings?
• How consistent are these learnings with the
experience in your particular state?
• How effective are the different marketing techniques
used in your state? How do you judge “what works”?
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What We Learned:
CDSMP Messages
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Highlighting the Benefits and Features
of CDSMP
• CDSMP messages that resonate with people:
− Regain control of your life; be calmer, more confident
− Feel better, have more energy, and get relief from your
symptoms (pain and fatigue)
− Feel more connected to others
• The CDSMP format attracts participants because it is:
A structured program, not a drop-in support group
− Choice-based (not prescriptive)
− Taught by trained leaders
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Language Matters
• The specific name and words used to describe the
program are very important.
• Respondents suggested NCOA should avoid:
– Technical jargon like “chronic” and instead use “ongoing” or
“long term”
– Negative words like “disease” and instead use “health
condition”
– The terms, “course” or “program,” and instead use
“workshop”
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Proposed Messages
– CDSMP helps you regain control of your life and
do the things that matter.
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You will be calmer, less worried, and more confident about
managing your life and health.
– CDSMP can help you feel better.
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You will have energy to do more and get relief from your
pain, fatigue, and other symptoms.
– CDSMP will connect you with others.
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The workshops allow you to meet new people, share what
you know, and come up with new ways to improve your life.
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CDSMP Messages
Discussion
• What do you think about our research findings about
CDSMP messages?
• How consistent are these learnings with your
experience in your particular state?
• How well do you think these proposed messages will
resonate with workshop attendees?
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What We Learned:
Look and Feel
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Best Practices:
Images and Graphic Identity
• Consistent branding and messaging matter
• Positive, professional-quality photographic
images of older adults
• Thoughtful graphic layout
− Vivid, appealing colors and an overall appearance
consistent with promoting messages of taking control,
having more energy, and being pain free
− Large, easy-to-read typography
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Colors Influence Perceptions about
CDSMP
• Color associations
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Red – health, courage, vigor, strength
Orange – encouragement, stimulation, kindness
Yellow – confidence, comfort, joy
Blue – health, happiness, tranquility, healing
• Too blue?
• The one color on which almost all can agree.
• Almost ¾ of American corporations use blue for their corporate
color and miss an opportunity to distinguish or differentiate
themselves.
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NCOA’s Approach
• NCOA’s marketing materials will be optional tools for
state and local agencies to use as they desire.
• Variety of CDSMP workshop names already exist
(e.g., Living Well, Living a Healthy Life); NCOA is not
imposing a name change for programs underway.
• NCOA will also seek feedback from older adults and
workshop attendees from diverse populations.
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Possible Creative Approaches
Theme 1: Nostalgia
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Possible Creative Approaches
Theme 2: Optimism and Comfort
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Possible Creative Approaches
Theme 3: Direction, Encouragement
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Possible Creative Approaches
Theme 4: Energy, Vigor, Movement
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CDSMP Discussion: Look and Feel
• How well do you think these visual themes or
approaches will resonate with workshop attendees?
• Which are worthy of further exploration?
• Are there other symbols that we might consider?
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Next Steps
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Next Steps
• Continue to solicit, compile, and disseminate
feedback on effective marketing and recruiting
techniques.
• Get focus group input on possible creative
approaches from older adults and workshop
attendees.
• Longer term: Develop templates of marketing
materials and make them available for use by state
and local agencies.
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John Beilenson
Libby Bernick
Strategic Communications & Planning
34 West Avenue, Suite E
Wayne, PA 19087
[email protected]
610-687-5495
www.aboutscp.com
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