The Evolution Of A Health Marketing Campaign

How YOU Doin’?How YOU Doin’? The Evolution of a Health The Evolution of a Health

Marketing CampaignMarketing Campaign

Beau DooleyBeau Dooley

University Wellness CenterUniversity Wellness Center

Carpe Testes – Video from the Sean Kimerling Testicular Cancer Foundation

http://www.carpetestes.org/

http://www.carpetestes.org/

Session ObjectivesSession Objectives

• Learn 4 basic steps in the Health Marketing Learn 4 basic steps in the Health Marketing Process and why they are importantProcess and why they are important

• Identify resources that can help in developing an Identify resources that can help in developing an effective marketing and communication effective marketing and communication campaigncampaign

Health MarketingHealth Marketing: :

CreatingCreating and delivering health and delivering health informationinformation and interventionsand interventions … … to to protect and promote the health of protect and promote the health of diverse populationsdiverse populations

- Centers for Disease Control & Prevention (CDC), 2005- Centers for Disease Control & Prevention (CDC), 2005

Health Marketing Blends Health Marketing Blends Consumer Marketing and Consumer Marketing and

Public HealthPublic Health

Blending Marketing & Public Blending Marketing & Public HealthHealth

• MarketingMarketing: Process by which products or services are : Process by which products or services are used to meet human or social needsused to meet human or social needs– - 4 P’s (Product, Placement, Price, Promotion)- 4 P’s (Product, Placement, Price, Promotion)

• Public HealthPublic Health: Approach to healthcare that is concerned : Approach to healthcare that is concerned with the health of the community as a whole, not with the health of the community as a whole, not individuals.individuals.

Fundamental aspects of marketing Fundamental aspects of marketing are the sameare the same whether they meet the need for a commercial product or whether they meet the need for a commercial product or a public health service.a public health service.

1.1. ……do not by themselves change do not by themselves change behaviors!behaviors!

2.2. ……are most effective when part of a are most effective when part of a comprehensive programcomprehensive program

Marketing Campaigns…Marketing Campaigns…

Health Marketing ProcessHealth Marketing Process

(2) Pre-Testing

(3) Implement Program(4) Evaluation

(1)Planning


(1) Planning

PlanningPlanning• Planning is the most important part of the Planning is the most important part of the

process!process! • What is your message?What is your message?

Planning Steps Are:Planning Steps Are:1.1. Gather Data on the Health IssueGather Data on the Health Issue2.2. Define target audience*Define target audience*3.3. Define communication objectives*Define communication objectives*4.4. Develop evaluation plan*Develop evaluation plan*

Planning:Planning:Step 1. Gather Data on the Health Step 1. Gather Data on the Health

IssueIssue• Start with existing dataStart with existing data

– National surveys, campus-specific surveys, National surveys, campus-specific surveys, other data collected by your campusother data collected by your campus

• Conduct surveys, focus groups, etc. to Conduct surveys, focus groups, etc. to better inform your campaignbetter inform your campaign

• Literature ReviewsLiterature Reviews

For a successful marketing campaign, you must understand For a successful marketing campaign, you must understand your target audience!!!your target audience!!!– Who are they?Who are they?– What are their attitudes, beliefs, behaviors?What are their attitudes, beliefs, behaviors?– Stigmas, Stereotypes?Stigmas, Stereotypes?– Culture, Religion, Connected to Campus?Culture, Religion, Connected to Campus?– What are their barriers to change?What are their barriers to change?

Research and data can help you understand your target Research and data can help you understand your target audienceaudience– Surveys and other data Surveys and other data gives baseline numbers gives baseline numbers– Focus Groups Focus Groups explains the “Why?” part of the numbers explains the “Why?” part of the numbers

Planning:Planning:Step 2. Define Target AudienceStep 2. Define Target Audience

Planning:Planning:Step 3. Define Communication Step 3. Define Communication

ObjectivesObjectives• Who, What, When, Where, How Much? Be specific!Who, What, When, Where, How Much? Be specific!

ExamplesExamples::• By January 2009, Freshman students will increase being screened By January 2009, Freshman students will increase being screened

for STD’s by 5% for STD’s by 5% • By the end of the Spring Semester, students who live off-campus By the end of the Spring Semester, students who live off-campus

will be aware of Counseling Service Depression Screenings will will be aware of Counseling Service Depression Screenings will increase by 10%increase by 10%

• Use existing data to develop your objectivesUse existing data to develop your objectives• Knowledge, Attitudes, BehaviorsKnowledge, Attitudes, Behaviors• Use Do these objectives fit with the overall goal/mission Use Do these objectives fit with the overall goal/mission

of your project, organization, university, etc.?of your project, organization, university, etc.?• Do these objectives fit with the overall goal/mission of Do these objectives fit with the overall goal/mission of

your project, organization, university, etc.?your project, organization, university, etc.?• Objectives must be measurableObjectives must be measurable

Planning:Planning:Step 4. Evaluation PlanStep 4. Evaluation Plan

Types of Evaluation:Types of Evaluation:• Formative: Formative: Process of creating well-designed campaign Process of creating well-designed campaign

while the program activities are forming while the program activities are forming – Literature ReviewsLiterature Reviews– Data collection (surveys, focus groups, etc.) to inform program Data collection (surveys, focus groups, etc.) to inform program

development development – Pre-testing program materials Pre-testing program materials

• Process: Process: Measures whether the campaign is being Measures whether the campaign is being implemented as intendedimplemented as intended– Are messages being delivered appropriately, effectively, efficiently?Are messages being delivered appropriately, effectively, efficiently?– Are the activities happening how they were planned?Are the activities happening how they were planned?

• Outcome: Outcome: Are the campaign objectives being achieved?Are the campaign objectives being achieved?– Surveys, focus groups, campus/department dataSurveys, focus groups, campus/department data


(2) Pre-Testing(1)PlanningPlanning

Pre-TestPre-TestPre-TestingPre-Testing is developing and testing concepts, is developing and testing concepts, messages, and materials before they are releasedmessages, and materials before they are released

Pre-Testing Steps Are:Pre-Testing Steps Are:1.1. Review existing materialsReview existing materials2.2. Develop and test message conceptsDevelop and test message concepts3.3. Decide what materials to developDecide what materials to develop4.4. Develop messages and materialsDevelop messages and materials5.5. Pre-test messages and materialsPre-test messages and materials

Things to consider when developing Things to consider when developing concepts and materials:concepts and materials:

• Be clear, keep it Be clear, keep it simplesimple

• Type of appealType of appeal• Make sure message Make sure message

is accurateis accurate• Be consistentBe consistent

• Work with Work with professionalsprofessionals

• Develop culturally Develop culturally appropriate materialappropriate material

• Be credibleBe credible• Be appealing, vary Be appealing, vary

materialsmaterials


(2) Pre-Testing(2) Pre-Testing

(3) Implement Program

(1)PlanningPlanning

Implement ProgramImplement ProgramImplementationImplementation is doing what you planned to do. is doing what you planned to do.

Key Steps in Implementing Programs Are:Key Steps in Implementing Programs Are:• Make an implementation planMake an implementation plan

– Make a detailed timeline and stick to itMake a detailed timeline and stick to it– Assign responsibilitiesAssign responsibilities– Implement your program as planned.Implement your program as planned.

• Documentation is key!Documentation is key!• Integrate your message with events on campusIntegrate your message with events on campus• Utilize campus resourcesUtilize campus resources

– StaffStaff– StudentsStudents– VolunteersVolunteers– Organizations on campusOrganizations on campus

Common Myths About Program Common Myths About Program ImplementationImplementation

• MythMyth: People need the info we are providing, so we : People need the info we are providing, so we will have a large number of requests for our will have a large number of requests for our material.material.

• MythMyth: Working with the media is more trouble than it : Working with the media is more trouble than it is worthis worth

• MythMyth: After the kick-off event is over, we can relax.: After the kick-off event is over, we can relax.• MythMyth: We have partners, so we don’t have to worry : We have partners, so we don’t have to worry

as much about implementation…they’ll do a lot of as much about implementation…they’ll do a lot of the work for us.the work for us.

• MythMyth: If a program is not an immediate success, it is : If a program is not an immediate success, it is a failurea failure


(2) Pre-Testing(2) Pre-Testing

(3) Implement (3) Implement ProgramProgram(4) Evaluation

(1)PlanningPlanning

EvaluationEvaluation

EEvaluation is important because it valuation is important because it demonstrates…demonstrates…

1.1. … … how well the campaign has met its how well the campaign has met its objectives, and objectives, and

2.2. … … what you might change or improve to what you might change or improve to make it more effective.make it more effective.

Planning:Planning:Step 4. Evaluation PlanStep 4. Evaluation Plan

Types of Evaluation:Types of Evaluation:• Formative: Formative: Process of creating well-designed campaign Process of creating well-designed campaign

while the program activities are forming while the program activities are forming – Literature ReviewsLiterature Reviews– Data collection (surveys, focus groups, etc.) to inform program Data collection (surveys, focus groups, etc.) to inform program

development development – Pre-testing program materials Pre-testing program materials

• Process: Process: Measures whether the campaign is being Measures whether the campaign is being implemented as intendedimplemented as intended– Are messages being delivered appropriately, effectively, Are messages being delivered appropriately, effectively,

efficiently?efficiently?– Are the activities happening how they were planned?Are the activities happening how they were planned?

• Outcome: Outcome: Are the campaign objectives being achieved?Are the campaign objectives being achieved?– Surveys, focus groups, campus/department dataSurveys, focus groups, campus/department data

(2) Pre-TestingFORMATIVE EVAL.

(3) Implement Program

PROCESS EVAL.

(4) EvaluationOUTCOME EVAL.

(1)PlanningFORMATIVE EVAL.

Share Evaluation ResultsShare Evaluation Results

Who might be interested in evaluation results?Who might be interested in evaluation results?• Campus Administrators?Campus Administrators?• Student Leaders?Student Leaders?• Health/Counseling Center Staff?Health/Counseling Center Staff?• Alumni?Alumni?• Community Agencies?Community Agencies?• Peer Educators from other Universities?Peer Educators from other Universities?

Resources Resources CDCynergyCDCynergy (CDC) (CDC)www.cdc.gov/std/healthcomm/cdcynergy.htm#whatwww.cdc.gov/std/healthcomm/cdcynergy.htm#what

Making Health Communication Programs WorkMaking Health Communication Programs Work (AKA (AKA “The Pink Book”) (DHHS, NIH, National Cancer “The Pink Book”) (DHHS, NIH, National Cancer Institute)Institute)

Framework for Program Evaluation in Public HealthFramework for Program Evaluation in Public Health (CDC)(CDC)

www.cdc.gov/mmwr/preview/mmwrhtml/rr4811a1.htmwww.cdc.gov/mmwr/preview/mmwrhtml/rr4811a1.htm

National Center for Health Marketing (CDC)National Center for Health Marketing (CDC)www.cdc.gov/healthmarketing/whatishm.htmwww.cdc.gov/healthmarketing/whatishm.htm

Northwest Missouri State University Northwest Missouri State University

Suicide Prevention ProgramSuicide Prevention Program

Northwest Suicide Prevention Northwest Suicide Prevention Program GoalsProgram Goals

Crisis Response Plan

Marketing Campaign

Training Programs

Network of Services


(2) Pre-Testing

(3) Implementation * WE ARE HERE *(4) Evaluation

(1)Planning

What is our campaign’s message?What is our campaign’s message?

1.1. Increase students’ use of mental Increase students’ use of mental health serviceshealth services

2.2. Decrease stigmatization around Decrease stigmatization around seeking mental health services and seeking mental health services and mental health issuesmental health issues


Suicide Prevention ProgramSuicide Prevention Program

Gather Data on the Health IssueGather Data on the Health Issue• Part of Northwest Suicide Prevention ProgramPart of Northwest Suicide Prevention Program• Literature ReviewLiterature Review• Media ResearchMedia Research• Suicide/Mental Health experts on campusSuicide/Mental Health experts on campus• Technical Assistance - SPRCTechnical Assistance - SPRC


Suicide Prevention ProgramSuicide Prevention ProgramDefine Target AudienceDefine Target Audience

• Campus Demographic DataCampus Demographic Data• Counseling Service DataCounseling Service Data• Survey DataSurvey Data

– ACHA/NCHA (Spring 2006, n = 475)ACHA/NCHA (Spring 2006, n = 475)– MCHBS (Spring 2007, n = 318) MCHBS (Spring 2007, n = 318)

• Focus GroupsFocus Groups– 5 groups, 28 participants from diverse 5 groups, 28 participants from diverse

organizationsorganizations


Suicide Prevention ProgramSuicide Prevention ProgramDefine Communication ObjectivesDefine Communication Objectives

Formative and Process ObjectivesFormative and Process Objectives• To develop and initiate a marketing plan by December 2007To develop and initiate a marketing plan by December 2007• To distribute XX number of posters and XX number of To distribute XX number of posters and XX number of

promotional items by XXX date.promotional items by XXX date.

Outcome ObjectivesOutcome Objectives• By December 2008, increase the number of students who By December 2008, increase the number of students who

seek counseling services by 10%seek counseling services by 10%

• Of the students who received campaign materials, improve Of the students who received campaign materials, improve knowledge and attitudes about mental health issues through knowledge and attitudes about mental health issues through December 2008.December 2008.


Suicide Prevention ProgramSuicide Prevention ProgramDevelop Evaluation PlanDevelop Evaluation Plan

Formative EvaluationFormative Evaluation• Surveys, document process, focus groups, Surveys, document process, focus groups,

literature/media researchliterature/media researchProcess EvaluationProcess Evaluation• Document number of materials distributed; Document number of materials distributed;

when/where; cost; focus groups?when/where; cost; focus groups?Outcome EvaluationOutcome Evaluation• Counseling Center statsCounseling Center stats• Follow-up survey to those who received materialsFollow-up survey to those who received materials


Suicide Prevention ProgramSuicide Prevention ProgramReview Existing MaterialsReview Existing Materials

• SPRC Grantee PageSPRC Grantee Page• Other brochures, materialsOther brochures, materials

Pre-Test ConceptsPre-Test Concepts• Grant Advisory BoardGrant Advisory Board• T-Shirt Contest IdeaT-Shirt Contest Idea• Run Ideas by StudentsRun Ideas by Students

Instructions:

1. Draw your design (text only or text and graphic) on the blank shirt as you would like it to appear on the t-shirt.

a. Shirt designs should be positive affirmations or wellness statements

b. Any designs deemed inappropriate will not be considered

2. Fill out the contestant information on the back of this form.

3. Separate the forms and submit the side with the design and contestant information to the Wellness Center in person, via campus mail to Beau Dooley, or to the Office of Campus Activities

4. The designs will be judged by a panel of judges from campus and the winning entries will be printed.

……and testing…and testing…

……and more testing…and more testing…

(2 focus groups with 26 (2 focus groups with 26 participants)participants)

Process Evaluation Process Evaluation

So far…So far…• 100 11x17” posters (100 ordered)100 11x17” posters (100 ordered)• 320 ¼ sheet “mini-posters” (400 ordered)320 ¼ sheet “mini-posters” (400 ordered)• 480 magnets (500 ordered)480 magnets (500 ordered)• 245 t-shirts (250 ordered)245 t-shirts (250 ordered)• 400 cups (500 ordered)400 cups (500 ordered)• Brochures??? (oops!)Brochures??? (oops!)

Process Evaluation (con’t) Process Evaluation (con’t) So far…So far…

• 14.5 hours meeting time to date in planning and pre-14.5 hours meeting time to date in planning and pre-testing (excludes time working with t-shirt people, etc.)testing (excludes time working with t-shirt people, etc.)

• March 10March 10thth – 17 – 17thth @ Wellness Center display @ Wellness Center display• March 30March 30thth – Safe Spring Break Event – Safe Spring Break Event

• Total cost (so far): about $2,150Total cost (so far): about $2,150

• More merchandise samplesMore merchandise samples coming in (pens, pocket coozies, coming in (pens, pocket coozies, etc.)etc.)

• More events being plannedMore events being planned• About 200 names collected (to be surveyed)About 200 names collected (to be surveyed)

Pending feedback from Pending feedback from students, we will revise the students, we will revise the campaign (as appropriate)campaign (as appropriate)

This presentation is intended to:This presentation is intended to:

• Demonstrate the basic steps in designing Demonstrate the basic steps in designing and implementing a health marketing and implementing a health marketing campaigncampaign

• Provide an example of how these steps can Provide an example of how these steps can be used to create a health marketing be used to create a health marketing campaigncampaign

This presentation is NOT intended to:This presentation is NOT intended to:

• Demonstrate a ‘successful’ campaignDemonstrate a ‘successful’ campaign

• Demonstrate a ‘perfect’ execution of the Demonstrate a ‘perfect’ execution of the Health Marketing ProcessHealth Marketing Process

Contact InfoContact InfoBeau Dooley, MPH, MACSAPPBeau Dooley, MPH, MACSAPP

Director of Wellness, Asst. Director of Health Director of Wellness, Asst. Director of Health Services, Services,

Project Director of Northwest Suicide Prevention Project Director of Northwest Suicide Prevention ProjectProject

Northwest Missouri State UniversityNorthwest Missouri State UniversityUniversity Wellness CenterUniversity Wellness [email protected]@nwmissouri.edu

The Evolution Of A Health Marketing Campaign

Education

Transcript of The Evolution Of A Health Marketing Campaign