HEALTH MARKETING AND HEALTH MARKETING AND COMMUNICATION WEBINAR SERIES PART 2SERIES: PART 2March 10, 2009

Presented by AUCD and supported by Cooperative Agreement from the National Center on Birth Defects and Developmental Disabilities (NCBDDD) at Center for Disease Control and Prevention (CDC)

Webinar Agendag2

I. Welcome & Introduction – Karla Kmetz, Project Specialist, AUCD NCBDDD Cooperative AgreementAUCD-NCBDDD Cooperative Agreement

II. Presentation Health Marketing and Communication Webinar Health Marketing and Communication Webinar

Series: Part 2 Kate Galatas, M.P.H., Associate Director for Communication Science,

National Center on Health Marketing Meg Traci, Ph.D., Project Director, The Montana Disability and Health

Program: Living Well Under the Big Sky III DiIII. Discussant

Tracy Mann, MA, AUCD Fellow, NCBDDD Martha Alexander, M.A., M.P.H., CCC-SLP, Deputy Associate Director

for Communication Science, NCBDDDIV. Question and Answer

Overview: AUCD-NCBDDD Cooperative Agreement

' Strengthen the nation's capacity to carry out public health and disability activities

Foster collaborations among AUCD, its network (UCEDD, LEND DDRC) members and NCBDDD LEND, DDRC) members, and NCBDDD

Provide technical assistance to State Disability and Health Grantees

E h th it f t t d ti ll b ti Enhance the capacity of states and creating collaborative systems change in the early identification, assessment, service coordination for children with autism spectrum disorder and related disabilities through Act Early Regional Summits

Strengthen expertise in the fields of birth defects and developmental disabilities through training of professionals in public health and related fields.

Facilitate a wide range of research, education, and dissemination activities.

Webinar Guidelines

All participants lines will 4

p pbe MUTED during the presentation

Operator will facilitate the Q&A sessionP i i b i Participants may submit questions online during presentation through Go presentation through Go To Webinar text box at any time

Sample webinar screen

• Health Communication St t i PStrategic Process– “Pink Book”

St d lStages model• Plan

D l• Develop• Implement• Assess/Evaluate• Assess/Evaluate

http://www.cancer.gov/pinkbookText description of image on next slide.

• Health Communication Strategic Process– “Pink Book” Stages model

Plan• Plan• Develop• Implement

A /E l t• Assess/Evaluate

• Image of a circle of arrows going clockwise – The top arrow is step 1: planning and strategy development; p p p g gy p ;

this arrow moves into step 2: developing and pretesting concepts, messages and materials; this arrow moves into step 3: implementing the program; this arrow moves into step 4: assessing effectiveness and making refinements; this arrowassessing effectiveness and making refinements; this arrow moves into step 1 and repeats the cycle.

http://www.cancer.gov/pinkbook

• Strategic Process – Implementation– PreparationPreparation

• Distribution• Promotion• Promotion• Process evaluation

Launch “event” (pink book checklist)– Launch “event” (pink book checklist)

• Strategic Process – Implementation– Media relationsMedia relations– Monitoring and problem solving

P t hi– Partnerships– Maintenance

• Strategic Process – Assess/Evaluate– Outcome evaluation

• Importance• PlanningPlanning• Conducting

Refining campaign– Refining campaign

Catching On Like Wildfire: Preventing Secondary ConditionsCatching On Like Wildfire: Preventing Secondary Conditionsin Montana, the Role of Health Marketing

Presented for AUCD Webinar, March 10, 2009

Participatory Action ResearchParticipatory Action Research and Consequential Science

PAR creates a dynamic interplay between researchers and potential consumers to identify problems, specify important goals, determine acceptable procedures, judge the significance of res lts and disseminate sef l findingsresults, and disseminate useful findings.

CS bl d th b t f i ith i t CS blends the best of science with appropriate methods to solve complex human problems.

MTDH

[Photo on prior slide: 2000 wildland fire near Sula, MT; two elk standing in river with forest afire in background]

MTDH Health Marketing Activities g

Living Well With a Disability (LWD) MTDH Disability Advisors MTDH Disability Advisors MTDH Accessibility Ambassadors

Living Well With a Disability

ProductsProducts LWD Program (audience: CIL directors)

ili i i ( di C di LWD Facilitator Training (audience: CIL directors and staff)

LWD Workshop and Curriculum (audience: persons with physical disability)

Living Well With a DisabilityProduct: LWD Program (health orientation at CIL, g ( ,

trained facilitators, workshops, community relationships, evaluation data, reduced health care p , ,costs, increased participation of LWD graduates).

Place: CILs that have a reporting requirement ofPlace: CILs that have a reporting requirement of “Goals Related to Increased Independence in a Significant Life Area ”Significant Life Area.

Price: Organizational costs (staff, supervision, recruitment space trade offs)recruitment, space, trade-offs).

Promotion: internal and peer-reviewed publications, l i l i d f h i MTDHlegislation, word-of-mouth, presentations, MTDH-CIL contracts, MTDH & LWD websites

Living Well With a DisabilityP d t LWD F ilit t T i iProduct: LWD Facilitator TrainingPlace: 1. Internet-based training program: four meetings

scheduled over two weeks.http://mtdh.ruralinstitute.umt.edu/LivingWellTraining.htm

2 In person facilitator training two day seminar2. In-person facilitator training, two-day seminar.Price: Cost of training, person’s time,

i t t/t l h t i linternet/telephone, materials. Promotion: Word-of-mouth, MTDH-CIL contract,

and MTDH and LWD websites.

Living Well With a DisabilityP d t LWD W k h d C i lProduct: LWD Workshop and Curriculum

Typically delivered as an 8-week workshop.Groups of 8-10 are facilitated by staff from a p ycenter for independent living (CIL).Groups meet 2 hours per weekGroups meet 2 hours per week.Facilitator guides the group through10 h t f lf h l kb kchapters of a self-help workbook.

Living Well With a DisabilityProducts within LWD:

LWD 10 chapters, infused with evidence-based information on health behavior and behavior change strategies: 1) Goal setting2) P bl l i2) Problem solving3) Health reactions4) Beating the blues4) Beating the blues5) Healthy communication6) Information seeking6) Information seeking7) Physical activity8) Nutrition9) Advocacy10) Maintenance

Living Well With a DisabilityPlace:Place:

Physical: CILs, UM campus, New Directions Wellness Center, YMCAs, Assisted Living Facilities, Senior Centers , , g ,Psychological: QOL goal setting is the context in which health and behavior change information is presented. g pHealth is a means to an end not an end in itself.

Price: Cost-effective at program level; varies at individual level; workshops are better attended in late Spring, Summer ; p p g,and early Fall in Montana; consider participation barriers for people with disabilities, e.g., pain, transportation; see htt // tdh li tit t t d /P bli ti /M k ti G id li hthttp://mtdh.ruralinstitute.umt.edu/Publications/MarketingGuidelines.htm

Living Well With a DisabilityPromotion:Promotion: WORD OF MOUTH

http://mtdh.ruralinstitute.umt.edu/Publications/Marki P R hetingProgressReport.htm

Build capacity of CIL or host organization to communicate directly with people with physical y p p p ydisabilities about health promotion and LWD workshopp

Common Problems and Ready Resources: Connecting the two…g

Resource = Water in Clark

Sikorsky or ski king

helicopters connect the

bl i

Water in Clark Fork River two.

Problem = Fire on Mt. Sentinel

with MTDH Accessibility Ambassadors and MTDH Disability Advisors.

[Photos on previous slide (left to right): Wildfire, Mt. Sentinel, Missoula, MT; Clark Fork River; Sikorsky helicopter scooping water from river; Sikorsky helicopter dumping water on Mt. Sentinel fire]

MTDH Accessibility AmbassadorsMTDH Accessibility AmbassadorsIn 2005, conceived by a workgroup of the MTDH , y g pMarketing/Communications committee to promote Disability and Health resources in Montana.Accessibility Ambassadors are CIL staff or community leaders skilledAccessibility Ambassadors are CIL staff or community leaders skilled in ADA assessment and/or community relations.Project goals are in line with CIL standards: 1) to increase the availability and improve the quality of community options for independent living among individuals with disabilities; and ;2) conduct activities to increase the capacity of communities to meet the needs of individuals with disabilities (Rehabilitation Act, 1973)1973).

[Photos on previous slide (left to right): Wildfire, Mt. Sentinel, Missoula, MT; Clark Fork River; Sikorsky helicopter scooping water from river; Sikorsky helicopter dumping water on Mt. Sentinel fire]

MTDH Accessibility Ambassadors

Primary strategy is to conduct accessibility studies of facilities to:1) Increase perceived usefulness of key disability and health1) Increase perceived usefulness of key disability and health

publications among facility stakeholders;2) Increase awareness of accessible facilities and equipment among

l ith di biliti i i ll lid d bj tipeople with disabilities using socially valid and objective assessment data;

3) Increase capacity of CIL staff and other leaders; and4) Increase awareness of MTDH and CIL as TA partners in MT

communities.

[Photos on previous slide (left to right): Wildfire, Mt. Sentinel, Missoula, MT; Clark Fork River; Sikorsky helicopter scooping water from river; Sikorsky helicopter dumping water on Mt. Sentinel fire]

MTDH Accessibility AmbassadorsMTDH first trained seven Accessibility Ambassadors at the 2005 Can Do Festival in Butte, MT to promote , paccessible health care and fitness facilities.

To conduct evaluations of different facilitiesTo conduct evaluations of different facilities, Ambassadors used various tools including the University of Kansas’ ADA Accessibility Stick II and Checklist for Accessibility Assessment of Physical Fitness Facilities.

[Photos on previous slide (left to right): Wildfire, Mt. Sentinel, Missoula, MT; Clark Fork River; Sikorsky helicopter scooping water from river; Sikorsky helicopter dumping water on Mt. Sentinel fire]

MTDH Accessibility AmbassadorsKey Disability and Health publications disseminated included:NCODH’s Removing Barriers to Health Clubs and Fitness Facilities: A Removing Barriers to Health Clubs and Fitness Facilities: A Guide for Accommodating All Members, Including Members with Disabilities and Older Adults; Removing Barriers to Health Care: A Guide for Health Professionals; A Provider’s Guide for the Care of Women with Physical f f yDisabilities & Chronic Medical Conditions.

The National Center on Accessibility’sRetrofitting for Accessibility and Disability AwarenessRetrofitting for Accessibility and Disability Awareness.

MTDH Accessibility Ambassadors The meaning of “ambassador” implies

messenger and indeed, this project has created a network of messengers for three main purposes to date:1) Promote physical activity guidelines and related

accessible options and resources;2) Promote Accessible Mammography Services,

BHAWD and Right To Know materials; and3) Promote Visit-ability, as a preferred home design

option and an inclusive communities strategy.

Closer Look at Ambassadors:Closer Look at Ambassadors: Access to Fitness Centers for PWD

Public Health Data National data indicate that approximately twice

as many adults with a disability (25.6%) were physically inactive during the preceding week than adults without a disability(12 8%)than adults without a disability(12.8%).

Montana (2005) data indicated that adults with disability (19%) were more than twice as likelydisability (19%) were more than twice as likely to be physically inactive in a usual week than adults without disability (8%). y ( )

Accessible Physical Activity OptionsAccessible Physical Activity OptionsProducts: Action Plans, developed from AIMFREE and ADAAG

assessments Resource Toolkit (NCPAD and NCODH materials;

Christopher and Dana Reeve Foundation QOL grant information)information).

7 Accessibility Ambassadors 19 Consumers with physical disability

Each Accessibility Ambassador completed : ADA Accessibility Guidelines (ADAAG) y ( )

Checklist for Existing Facilities version 2.1 and Accessibility Instruments Measuring Fitness and Accessibility Instruments Measuring Fitness and

Recreation Environments (AIM FREE)

Consumers completed the AIM FREE consumer versionversion

Accessible Physical Activity OptionsPlPlace : MTDH staff identified all possible fitness p

centers for recruitment in the eight target communities – internet, telephone phone directories and phone

calls. 24 fitness facilities in 8 Montana

communitiescommunities

Action PlansPromotion Access issues identified in each facility were

delivered in-person in an Action Plan with ibl l ti ti li ibl tpossible solutions, timeline, responsible party,

and progress columns.

Resource Toolkit delivered with the Action Plan.

Facility ResponsePrice insights: All responding facilities reported being “satisfied” or “very

satisfied” (50%) with the projectsatisfied (50%) with the project.

One-third reported they were “very likely” to increase staff training on accessible physical activity options for people with disabilitieson accessible physical activity options for people with disabilities.

Five-sixths expected the process to expand their community relationships and four-fifths reported a greatly increased personalrelationships and four fifths reported a greatly increased personal understanding of community barriers to physical activity for people with disabilities.

One-third reported being “very likely” to address access issues and promote resources while one-half reported they were “somewhat likely” to do so.

Accessible Physical Activity OptionsAccessible Physical Activity OptionsNext Efforts Action Plans, follow up NCPAD/NCODH/New Directions Adaptive p

Fitness Training at The University of Montana RERC RecTech Technical Assistance RERC RecTech Technical Assistance ACSM Certification

TA h i h h di bil TA on open houses– with outreach to disabilty community

Develop community leaders for adaptive fitness Promotion of work in local media

“Get the biggest bang

for our buck ”for our buck. (or buck for our bang)

Central Montana hunter drives bull elk home on her Dodge Colt (truck’s transmission was broken)

MTDH Disability AdvisorsyIn 2005, conceived by a workgroup of the MTDH Policy committee to promote disability and health resources and p yperspectives on key public health advisory groups.Objective in the Montana DPHHS Public Health and Safety Division’s Olmstead PlanDivision s Olmstead Plan.Supported by the MTDH Advisory Board as its ‘initiated project’: i h ll b d h Ad i dWith a small budget, the Advisory Board supports, recruitment, training and travel for disability leaders to serve on key public health boards; y p ;Board members saw a large potential for the project, particularly in terms of possible policy changes.

MTDH Disability AdvisorsMTDH Disability Advisors Examples of Products Distributed by Disability Advisors:Input from disability community members (e.g., white papers)p y y ( g , p p )Involving People with Disabilities as Members of Advisory Groupshttp://mtdh.ruralinstitute.umt.edu/Publications/Advisory.htmNCODH’s Removing Barriers: Planning Meetings That Are Accessible To All Participants NCBDDD Disability and Health State Chartbook 2006NCBDDD Disability and Health State Chartbook 2006Alternative formats of four State Strategic PlansLiving Well with a DisabilityLiving Well with a DisabilityMENU AIDDs and Nutrition SOCVisitability Publications Massachusetts Facility Assessment ToolACA, NCPAD, Reeve Foundation, SOI resources and websites

MTDH Disability Advisors yPlace: Montana Asthma Work Group Montana Transportation Partnership Montana Diabetes CoalitionMontana Comprehensive Cancer Control's Early Detection and Implementation Team Education and Communication Workgroup Montana Stroke Work Group of the Montana Cardiovascular DiseaseMontana Stroke Work Group of the Montana Cardiovascular Disease Program Montana Dental Access CoalitionMontana Primary Care Liaison GroupMontana Developmental Disabilities Program Quality Council

MTDH Disability Advisors yPrice: People’s time and energy; competing agenda on advisory groups. Promotion: Identify opportunities where disability resources or accessibility strategies are relevant: CVD Health Summit recruit speakers (e g Rimmer Nary) CVD Health Summit– recruit speakers (e.g., Rimmer, Nary) State Planning Processes- produce alternative formats to

engage community members with low vision BRFSS state added questions- plan between group (disability

v. no disability) analysis for disability-relevant issues (e.g., health care access)health care access)

Design health marketing campaigns to include disability community (consumers, family, PCAs) through partnerships with disability organizations and dissemination of alternative formats of campaign materials

Come Visit us in Montana or virtually at

http://mtdh ruralinstitute umt eduhttp://mtdh.ruralinstitute.umt.edu

The information provided in this presentation was supported by the following cooperative agreement with the Centers for Disease Control and Prevention (CDC): Montana Disability and Health Program, Cooperative Agreement No.

[Photo : Mt. Sentinel, Missoula MT, lit by orange and yellow sunrise]

Montana Disability and Health Program, Cooperative Agreement No. U59/CCU824602

The contents of this presentation are solely the responsibility of the authors and do not necessarily represent the official views of the funding sources.