Post on 12-Jan-2016
description
Wisconsin Center for Health Communication and MarketingDevelopment Project
March 1-2, 2007
Retreat with Planning Group
Green Lake, WI
IntroductionsIce-breaker
Find people with experiences
Get the story!
THANK YOU FOR COMING!
Why Worry?
What Really Matters?
Health MedicalCare (10%)
Environment(40%)
Behavior(40%)
Inborn (10%)
Health andFunction
ProsperityWell-Being
HealthCare
Disease
Biologic*Endowment
PhysicalEnvironment
SocialEnvironment
IndividualResponse Behavior Biology
CONCEPTUAL FRAMEWORK FOR POPULATION HEALTH
Source: Evans RG, Barer ML, Marmor TR, Eds, Why are some people healthy and others not? New York: Aldine de Gruyter, 1994 Modified from Stoddart,and Evans, modified again by Foldy
Traditional Medical Model of Health Care
Health Literacy
US Disease Deaths 2000
0
100
200
300
400
500
600
700
800
Heart Dis.
Cancer
Stroke
Lung Dis.
Injury
Diabetes
Influenza/Pneumonia
Alzheimer
Kidney disease
Sepsis
Disease Deaths in1000s
US Risk Factor Deaths 2000
0
50
100
150
200
250
300
350
400
450
Tobacco
Diet/exercise
Alcohol
Microbes
Toxins
Motor Vehicles
Firearms
Sexual Behavior
Illicit drugs
Est. Risk RelatedDeaths in 1000s
JAMA 2004;291(10):1238-1245 and correction JAMA 2005;293(3):293
Learning = Behavior Change
Pre-contemplation
Contemplation
Preparation
Action
Maintenance
Prochaska, DiClemente & Norcross, 1992 from Sarafino EP. Health Psychology: Biopsychosocial Interactions 4th ed. 2002;Yellow fields by Foldy
Learning = Behavior Change
BehaviorKnowledge
Perceived seriousnessPerceived susceptibilityAdequate rewardPerceived social normsSelf-efficacy
+
Cues to ActPeer supportFeedback
BarriersCostsNegative social norms (“peer pressure”)Opposite cues (advertising)
-
SkillsSupplies
Predisposing factors
Reinforcing factors
Enabling factors
The 4 P’s of Marketing
Product Placement Price Promotion
Product
PlacementPromotion
Price
Putting it All Together:Marketing and Healthy Change
Pre-contemplation
Contemplation
Preparation
Action
Maintenance
Prochaska, DiClemente & Norcross, 1992 from Sarafino EP. Health Psychology: Biopsychosocial Interactions 4th ed. 2002;Yellow fields by Foldy
Reinforcing factors
Reinforcing factors
Predisposing factors - +’s and –’s
Predisposing factors
Enabling factors
Enabling factors
Predisposing factors – basic education
Product
PlacementPromotion
Price
Product
PlacementPromotion
Price
Product
PlacementPromotion
Price
Product
PlacementPromotion
Price
What is Health Literacy?
The Institute of Medicine 2004
“The degree to which individuals have
the capacity to obtain, process, and
understand basic information and
services needed to make appropriate
decisions regarding their health.”
National Adult Literacy Survey 1992 Level one examples:
Enter information on a social security card application Locate intersection on a map Total a bank deposit slip
Level two examples Determine price differences on two tickets Use bus schedule
39% of Wisconsin adults at level 1 or 2 Little change in 2003 (prose worse)
The Impact of Low Literacy on Health
Poorer health knowledge
Poorer health status
More hospitalizations
Higher health care costs About 7% of WI doctors assess
literacy
Make condoms and STD/HIV resource information available to at-risk teens
Campaign slogan appearing on bus tails throughout the city.
Methods: Locate places where at-risk youth spend time and make condoms available
Nightclubs that have a “teen night”
Record stores Coffee shops Retail outlets that
cater to teens Local DJ’s-possible
promotion at underage events
VISION BRAINSTORMING
No interruptions, corrections, disagreements VISION: a future-state where effective
communications and marketing for better health HAVE BEEN established
After brainstorming: Select 3 terms or phrases that “speak to the heart
of your vision” in an effective way
Key Informant Survey21% response rate, N=75
Consumer advocacy
4%K-12 educ4%
Media5% Other
7%
Insurer7%
Post-secondary
educ7%
Public health
23%
Health care19%
Literacy11%
Foundation3%
Business3%
Informatics1%
Tribal1% Other gov't
1%
Social service
3%
Special comm'n needs
1%
Key Informant SurveyMain Work Foci of Respondents
65
34
24
23
15
14
14
12
11
10
10
8
7
7
7
5
4
0 10 20
30
40
50 60
70
Percent of respondents** Total equals > 100%; respondents could choose up to 3 areas.
** “Other” items w ere re-categorized w here appropriate.
AccessSocial & economic
Chronic diseaseExercise & obesity
EmergenciesNutrition
Parenting/familiesMental healthAlcohol/drug
Injuries/ViolenceTobacco
CommunicableEnvironmental/Occ Hlth
High risk sexualAll
WorkforceOther
Prioritization of Activities to Improve Wisconsin’s Health
3.33.3
3.22.92.92.9
2.82.72.7
2.42.4
3.53.6
3.53.43.43.4
0 0.5 1 1.5 2 2.5 3 3.5 4
Health literacyAccess/use health info
Patient-provider communicationPatients' ability to follow advice
Health promotion messagesKnowledge to access health
Model healthy behav in communitiesEveryday health risks
Inter-agency communicationReduce stigma
Model healthy behav in mediaHealth comm in emergenciesResearch and eval in comm'n
Health websitesHealth-related journalism
TelehealthConsumer internet access
Priority for Spending (in units of $100,000)
7
5
3
2
1
34
48
23
22
22
21
18
18
14
12
10
8
0 5 10 15 20 25 30 35 40 45 50
Health literacy
Health promotion messages
Health behaviors in communities
Patient-provider communication
Use of health information
Knowledge to access health services
Patients' ability to follow advice
Health comm'n about everyday risks
Health agency communication
Research and eval health comm'n
Health behaviors in media
Telehealth
Health-related journalism
Reduce stigma
Improve websites
Improve communication in emergencies
Increase internet access
Hea
lth
co
mm
un
icat
ion
are
as
Number of responses(1=$100,000 investment)
From 13th to 10th ranked
From 7th to 3rd ranked
From 16th to 12th ranked
Priority populations for health communication and marketing outreach**
3
2425
2932
3537
19
13 12 1210 10
6 6 6 64 4 3 3
00
5
10
15
20
25
30
35
40
Priority populations
Perc
en
t o
f re
sp
on
den
ts*
* Total equals > 100%; respondents could choose up to 3 areas.
** “Other” items were re-categorized where appropriate.
Priority populations for health communication and marketing skill & tool development
2444466
1212181819
222424
29
4347
05
101520253035404550
Health
car
e wor
kers
Public
hea
lth w
orke
rs
Jour
nalis
ts & m
ass
med
ia
Public
com
mun
icatio
ns p
ros
K-12
educ
ator
s
Gover
nmen
t lea
ders
Patien
ts
Paren
ts
Comm
unity
resid
ents
Human
reso
urce
pro
s
Outre
ach
worke
rs
Careg
ivers
Emer
genc
y offi
cials
Post-s
econ
dary
edu
cato
rs
Faith-
base
d wor
kers
Emplo
yers
Other
Libra
rians
Priority populations
Per
cen
t o
f re
spo
nd
ents
*
* Total equals > 100%; respondents could choose up to 3 areas.
Most influential and effective communication channels of constituents today vs. 5 years
05
1015202530354045
Friend
s
Health
car
e pr
os
Inte
rnet
site
s
Family
Broad
cast
TV
Schoo
ls
Faith
leade
rs
Public
hea
lth p
ros
Print p
erio
dical
s
Health
plan
s
Broad
cast
radio
Outre
ach
worke
rs
CBOs
I'net
chat
/gro
ups
Blogs
I'net
subs
crip
tions
Communication channels
Per
cen
t o
f re
spo
nd
ents
*
Today
In 5 years
* Total equals > 100%; respondents could choose up to 3 areas.
Is there a need for a new health communication and marketing center in Wisconsin?
39%
11%
50%Yes
No
Undecided
Products or services of greatest interest to respondents
1921222224242424253033
3642
05
101520253035404550
Train
ing o
f sta
ff, c
onstitu
ents
Techn
ical
ass
ista
nce
Fundin
g, fundr
aisi
ng
Transl
atio
n ser
vice
s
Produ
cing
mat
eria
ls
Desig
ning
com
m in
itiat
ives
Evalu
atin
g com
m in
itiat
ives
Coord
inat
ion
of initi
ativ
es
Resea
rch
Plannin
g co
mm
initi
ativ
es
Execu
ting
com
min
itiat
ive
Desig
n el
ect m
edia
Comm
unic
man
uals
Priority products or services
Per
cen
t o
f re
spo
nd
ents
*
* Total equals > 100%; respondents could choose up to 3 areas.
Products or services of greatest interest to respondents (All versus “no center” respondents, n=6)
05
101520253035404550
Traini
ng o
f sta
ff, co
nstitu
ents
Techn
ical a
ssist
ance
Fundin
g, fu
ndra
ising
Trans
lation
serv
ices
Produ
cing
mat
eria
ls
Desig
ning
com
m in
itiativ
es
Evalua
ting
com
m in
itiativ
es
Coord
inatio
n of
initia
tives
Resea
rch
Plannin
g co
mm
initia
tives
Execu
ting
com
min
itiativ
e
Desig
n el
ect m
edia
Comm
unic
man
uals
Priority products or services
Per
cen
t o
f re
spo
nd
ents
*
All respondents
"No" respondents
* Total equals > 100%; respondents could choose up to 3 areas.
Needs Versus AssetsPerform alone PA; Perform alone (capacity needed) PACN; Perform jointly PJ; Coordinate C; Advocate A
Colleges & Universities
(specify
Program)
Local PH Agencies
State PH Agencies
Health Care Organizations
Marketing Firms
Other (specify)
Center for Health Comm and Marketing
Training
42%
Technical Assistance
36%
Funding, fundraising
33%
Needs Versus AssetsPerform alone PA; Perform alone (capacity needed) PACN; Perform jointly PJ; Coordinate C; Advocate A
Colleges & Universities
(specify
Program)
Local PH Agencies
State PH Agencies
Health Care Organizations
Marketing Firms
Other (specify)
Center for Health Comm and Marketing
Translate
Materials
30%
Produce materials
25%
Design Commun.
Initiatives
24%
Needs Versus AssetsPerform alone PA; Perform alone (capacity needed) PACN; Perform jointly PJ; Coordinate C; Advocate A
Colleges & Universities
(specify
Program)
Local PH Agencies
State PH Agencies
Health Care Organizations
Marketing Firms
Other (specify)
Center for Health Comm and Marketing
Evaluate
Commun.
Initiatives
24%
Coordinate
Commun.
Initiatives
24%
Research
& Eval.
24%
Needs Versus AssetsPerform alone PA; Perform alone (capacity needed) PACN; Perform jointly PJ; Coordinate C; Advocate A
Colleges & Universities
(specify
Program)
Local PH Agencies
State PH Agencies
Health Care Organizations
Marketing Firms
Other (specify)
Center for Health Comm and Marketing
Plan
Commun.
Initiatives
22%
Execute
Commun.
Initiatives
22%
Design electronic
media
21%
Needs Versus AssetsPerform alone PA; Perform alone (capacity needed) PACN; Perform jointly PJ; Coordinate C; Advocate A
Colleges & Universities
(specify
Program)
Local PH Agencies
State PH Agencies
Health Care Organizations
Marketing Firms
Other (specify)
Center for Health Comm and Marketing
Produce manuals
19%
Manage media & PR
12%
Commun. For disabilities
12%
Needs Versus AssetsPerform alone PA; Perform alone (capacity needed) PACN; Perform jointly PJ; Coordinate C; Advocate A
Colleges & Universities
(specify
Program)
Local PH Agencies
State PH Agencies
Health Care Organizations
Marketing Firms
Other (specify)
Center for Health Comm and Marketing
Guid. using communication/marketing firm7%
Manage emergency commun systems 7%
Find communication/marketing firm 3%
Geographic Scope
Should a Wisconsin Center serve National demand (e.g., grants and contracts with
Federal agencies, national projects) Wisconsin demand only? Local demands in other states?
Mission Statement
Concise description of activities of an entity VERBS are drivers BRAINSTORM verbs that match what we’ve
learned and prioritized about scope and demand
(Save nouns for later) PRIORITIZE verbs that speak loudly to what
we’ve heard
Customers
Customer(who initiates, pays?)
Target of Capacity Building(Trainees, consumers of services)
Target of Communication/Marketing(Public or other end users
Customer Brainstorming
BRAINSTORM list of potential customer-types for the Center’s services
PRIORITIZE those customers who appear most likely to value Center services (whether or not they can pay) (blue dots)
IDENTIFY customers the Center should consider avoiding (red dots)
THANK YOU!
Next Meetings Inter-meeting expectations Comments on retreat Have a safe trip home! (and sex please sex
wear sex your sex seatbelt!)*
•Center’s first research into “Libidinal subtextual motivators to enhance effectiveness of transportation anti-injury behavior marketing.”