Update on Arthritis Foundation's OA and IA Initiatives

1. Arthritis Foundation Update on OA and IA InitiativesThe National Public Health Agenda for OAUpdate on the OA Ad Council Campaign Patience H. White MD, MA July 28, 2010

2. OA: Prevalence and Impact Prevalence is rising • 27 million Americans have OA • Half of all adults will develop OA of the knee • 60% of people who are obese will develop OA Limits daily activity • 25% of adults with OA have pain doing activities of daily life: walking, climbing stairs

3. Develop a consensus of the major organizations interested in OA on an OA PH agenda for the US for the next 5 years Review the state of PH implementation strategies, public policy and communications approaches around decreasing the burden of OA including establishing what is ready for PH use now and what needs to be prioritized for future research Establish strategic alliances for OA prevention and management National OA PH Agenda Goals

4. National OA Public Health Agenda Report 1. Initiated in 2008 by AF and CDC-10 year F/U NAAP 2. Workgroups in two areas: Public Health Implementation and Policy and Communications

5. National OA PH Agenda Report 3. Two groups create white papers reviewing all the pertinent recent literature  4. More than 75 stakeholders met in 4/09, reviewed white papers and drafted the final agenda and 5. Report released Feb 2010

6. Over the next five years: Ensure the availability of evidence based public health interventions Establish supportive PH policies, communication initiatives and strategic alliances for OA prevention and management Initiate PH research to better understand OA, its risk factors and effective strategies for prevention OA PH Agenda Goals

7. Key Strategies of OA PH AgendaWhat Makes a Difference:

8. Next Steps: A Few Examples • Develop an evaluation strategy • Build a coalition of Stakeholders to carryout agenda • Deliver the OA Agenda to all Federal offices and state legislators • Better communicate with consumers about what can be done to reduce their pain and improve their lives- 3 year AF/Ad Council Campaign for OA

9. AF/Ad Council Campaign Purpose: To create a sense of urgency and compel boomers with arthritis to realize that they can take simple steps today to change the course of arthritis Goal: Drive adults with osteoarthritis to a Web site where they can learn simple steps to reduce arthritis pain and increase mobility Target: Adults 55+ who are currently living with, or are at risk for osteoarthritis

10. Main message: You can stop arthritis pain from taking over your life Reason to believe: There are simple actions you can take today to reduce pain and increase mobility The more you move, the more you can move For every 1 lb lost, there is a 4lb reduction in the load exerted on each knee Ad Council Campaign

11. Call-to-Action www.fightarthritispain.org

13. Show PSA here

17. Reuters Billboard in Times Square

18. Outdoor:Before & After

19. Blogger Outreach Campaign

20. Twitter

21. Updated Ad Council Campaign data Web stats in first quarter of the campaign in 2010: - 903,588 visitors to www.fightarthritispain.org - 1,130,077 page views Fight OA Pain section continues to be the most popular after the homepage. Donated media first quarter 2010: - TV: $389,900 in top 10 media markets - Radio: $554,000 - Outdoor: $4,694,000 in top media markets-NY, LA, Bos, Chicago, Dallas and SF - Interactive: $339,700 with 171, 359,842 impressions

22. Updated Ad Council Campaign Web data 1,627 people have: - taken the OA risk assessment questionnaire on fightarthritispain.org - provided their email address via the tool and received the email series.  Of those people 94% of them are new names to the AF

23. IA Initiative: a health system change initiative • Goal: To facilitate early diagnosis and treatment of people with Inflammatory Arthritis (IA) • Objectives: - Improve the outcome of people with inflammatory arthritis through early diagnosis and treatment - Through PCP partnerships, improve their ability to efficiently diagnose IA and refer to rheumatologists

24. Update on IA InitiativeComponents • Patient education from PCP: Developed RA Health Tips with ACP for patients in PCP offices • Develop early dx guideline for PCP with ACR and ACP • Develop of a case finding tool to identify who is at high risk of inflammatory arthritis and needs referral

25. Update on IA Initiative Components (Cont.) • TV Ads for awareness: AF piloting TV ads in two US cities with early dx clinics to ascertain response to PSA , # uninsured, who due to lack of insurance, would not have received Rx and how many take action • AF with ACP to test case finding tool in 5 demonstration projects in 2010-2011

26. IA Initiative TV Ads in Denver/NYC Goal: To learn how many • make the call to the 800 number, • take the screening questionnaire, • are positive on the screening questionnaire, • follow through to see a rheumatologist with and without health insurance • are uninsured and have IA • want a referral to the local chapter

27. PSA

28. IA Initiative Denver PSA: lessons learned • Purchased 4 weeks run in TV media end of Sept through First two weeks of Oct. 2009 • market 60,000 potential people with IA/RA • PSA needed stronger call to action changed after two weeks to “ make the call and take a screening questionnaire” Increased calls from 1.6 to 2.3/day • calls • 75% took screening, 50% positive • 30% uninsured • 50% insured and uninsured did not want to take action • 80% wanted info from their chapter

29. IA Initiative NYC PSA • Using TV PSA approach over 6 months • Started June 15th-23 calls to date • 7 dropped out-callers are being asked why they did not want to take the case finding questionnaire • 11 took case finding questionnaire • 7 positive • 5 with insurance-4 referred to rheumatologist • 2 without insurance-one to be seen at HSS clinic, other will be seen in NJ free clinic ( “too far to travel to NYC”)

30. Thank you- questions?