M 3 marketing methods and messages effective ways to promote and recruit participants to the cdsmp
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M 3 Marketing Methods and Messages Effective Ways to Promote and Recruit Participants to the CDSMP. John Beilenson Libby Bernick December 2007. Where We’re Aiming What We Did What We Learned: Marketing What We Learned: Messages What We Learned: Look and Feel Next Steps. Agenda. 1.

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M 3 Marketing Methods and Messages Effective Ways to Promote and Recruit Participants to the CDSMP

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M3Marketing Methods and MessagesEffective Ways to Promote and Recruit Participants to the CDSMP

John Beilenson

Libby Bernick

December 2007


Where We’re Aiming

What We Did

What We Learned: Marketing

What We Learned: Messages

What We Learned: Look and Feel

Next Steps

Agenda


1

Where We’re Aiming


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


  • 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


    2

    What We Did


    Research on Marketing Best Practices

    • NCOA “Integrated Outreach” strategies

      • 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

      • 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


    3

    What We Learned: CDSMP Marketing


    About CDSMP Dissemination

    • Developed in early 1990s by Stanford Center for Research in Patient Education, based on a successful arthritis self-management 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.


    Sustained, Personalized Marketing Works Best

    • 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)

    • Successful programs start with who they know and “work their network” within a community.

    • These initial marketing/awareness strategies are labor intensive; later efforts can be more focused on recruitment and capitalize on the “buzz.”

    • The best marketing approaches:

      • Begin before scheduled workshops

      • Match the availability of classes

      • Are sustained over time


    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


    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.


  • 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.


    CDSMP MarketingDiscussion

    • 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”?


    4

    What We Learned: CDSMP Messages


    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


  • 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”


    Proposed Messages

    • CDSMP helps you regain control of your life and do the things that matter.

      • You will be calmer, less worried, and more confident about managing your life and health.

    • CDSMP can help you feel better.

      • You will have energy to do more and get relief from your pain, fatigue, and other symptoms.

    • CDSMP will connect you with others.

      • The workshops allow you to meet new people, share what you know, and come up with new ways to improve your life.


    CDSMP MessagesDiscussion

    • 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?


    5

    What We Learned: Look and Feel


    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


    Colors Influence Perceptions about CDSMP

    • Color associations

      • 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.


  • 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.


    Possible Creative ApproachesTheme 1: Nostalgia


    Possible Creative ApproachesTheme 2: Optimism and Comfort


    Possible Creative ApproachesTheme 3: Direction, Encouragement


    Possible Creative ApproachesTheme 4: Energy, Vigor, Movement


    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?


    6

    Next Steps


    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.


    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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