Time to Get Wet:

How to make splash for public health using „old‟ and „new‟ media

Ian RoeManager, Health Promotion and Online Strategies

BC Centre for Disease Control

Outline

Overview of 2008 Immunization Social Marketing campaign

HPV videos for school campaign

Overview of HPV paid search campaign

2010 HPV “Booster” events for professionals

Social marketing in healthcare

Social marketing:applying commercial marketing practices to the development and implementation of healthcare programs that influence:

Why do a social marketing campaign?

Result of a provincial survey where

immunizers asked for a coordinated

provincial promotion campaign

Needed to address misinformation available

online

Campaign ran during the first quarter of

2008

Target: primarily parents of children from 0-

2, secondary audience health care providers

Campaign Development

Worked with Advertising agency to

execute the “what” and the “how”

The „what‟: multiple creative elements

boiled down to 3 creative „big ideas‟

Focus tested creative with parents to

choose approaches

ImmunizeBC Campaign

The “How”: The media mix

radio, newspaper, magazines, television, brochure, poster series, viral video, Google ad campaign

All media cross promoted the public to go to new website - www.immunizebc.ca

Whooping cough radio ad

12 Questions Brochure

Poster

Poster 2

Postcard

Postcard back

Targeted facilities

New Website!

Campaign Evaluation

Qualitative comments

Parental survey – measuring awareness,

knowledge, attitudes and beliefs

Google ad campaign

Health behaviour - measuring change in

immunization rates

Qualitative comments:

The good, bad and the ugly

I can‟t stop coughing!

Pig slaughter

Disturbing and painful but effective

Powerful ad

Remembering aspects of message

Educational opportunity

Acts as a reminder

Parental Survey

Objective to measure the impact of the campaign

on knowledge and behaviour with respect to

immunization

400 telephone interviews conducted pre and post

campaign

Unaided awareness of immunization advertising

increased – 44% to 67%

Statistically significant increase in support for

immunization post campaign – 8.4 to 8.8 out of 10

Parental Survey con‟t.

Greater increase in support from lower

income households 7.9 to 8.8 out of 10.

22% of parents said it provided new info

Awareness - radio the big winner

When asked: “Is there a vaccine against

whooping cough?” Pre: 52% (yes) Post

63% (yes)

Health Behaviour:

Measuring Immunization Rates

Number of DTaP-P-Hib doses entered into iPHIS within 90 daysdoses received before 2nd birthday

20000

22000

24000

26000

28000

30000

2006 2007 2008

Appointment years

Do

se

s

Q1

Q2

Q3

Q4

1% decrease from 06-07

9.5% increase from 07-08

Meningococcal C

Number of Men-C doses entered into iPHIS within 90 daysdoses received before 2nd birthday

10000

11000

12000

13000

14000

15000

16000

17000

2006 2007 2008

Appointment years

Do

se

s

Q1

Q2

Q3

Q4

1% decrease from 06-07

9% increase from 07-08

2008 HPV Vaccine Rollout in BC

New vaccine given to grade 6 & 9 girls in BC

“Controversial” climate

Chose NOT to do large public campaign

www = #1 place to look for health information

HPV Education & Promotion in BC

Train the trainer workshops/ “HPV Booster Events”

Information targeted directly to students/parents in schools

DVD targeted to schools/parents

Search Engine Marketing campaign

Social media – Facebook and Youtube

HPV Videos

Created as a result of a needs survey with Public health nurses

Short educational videos targeted at kids and parents

Targeted for schools and public libraries throughout BC

One video for web only

DVD Survey Results

Length – 75% said “about right”

Understanding – 96% said “everything” or “most everything”

Learning/knowledge - 1 out of 4 learned a “lot more”

Overall style – 75%

Overall grade – 75%

The Tyranny of ChoiceWhy Search Engine Marketing is important

Limitless access to information a doubled edged sword

SEM helps people find you thru keywords you „bid‟ on

SEM not expensive, easily adjustable

Provides precise/measurable results

Provides counterpoint to misinformation

Paid search = path of least resistanceMake it easy for people to find you

HPV Google Adwords Campaign

Ad placements went live on a variety of

health related websites on September

20th, 2008

Campaign ran from Sept-June 2008

Cost: $6,000

Ad geo-targeted to BC and by city

7 Adgroups created, 4 ad variations

tested

Developed four “flavours” of copy for the AdGroups:

1) HPV Causes Cancer &2) Don’t Get Cervical Cancer: Strong

and forceful headline, cancer as the resonance word, using a “nervy” question format for call to action

3) HPV vaccine in BC: Appeal to those seeking to learn more, uses neutral tone, focus on girls

4) What you should know: Injected mild sense of obligation followed by a neutral statement

1.

2.

3.

4.

AdGroup Comparative Results

28

Lower CTR for

virtually the

entire „Disease‟

Ad Group at a

Global level

AdGroups that

resonate with BC‟ers

Copyright 2009

HPV Adwords Key Findings

Critical 1st month generated 70% of all traffic to ImmunizeBC

45% of all traffic to the HPV page on the Immunizebc.ca web site for the year

Provided intelligence on what tone works online (neutral) and keywords

Top BC search words: „HPV‟, „hpv vaccine‟, „vaccine‟, „hpv virus‟, „hpv vaccination‟ and „gardasil‟

Google Ad Campaign: Lessons Learned

Integrate AdWord campaigns as part of future social marketing initiatives – but plan these well in advance

Use varied and compelling AdWord copy

Test, tweak and repeat

Coordinate online audience behaviour and traditional media campaign to get greatest impact and optimize dollars spent.

Facebook Ads

Ran two ads: One for influenza and one for HPV

HPV targeted at girls 13-18 in BC only (89,000)

High impressions/low Click thru rate

Low average time on sight once there

Interesting demographic and psychographic data

Where to innovate?

Social media as a force multiplier

New mediaOld media

• Initial splash not as important

• Utilize wildlife in pond to make

many small splashes

• Distribution channels limitless

• Getting attention is difficult

• Social capital („Ripple-ability‟) is

the value of message and this is key

• more ripples = bigger rock

• Top down

• Rigidly controlled

• Few distribution channels

2010 HPV “Booster” Events

Context: Limited resources, 66% vaccination rate

Looking for key influencers/mavens within communities

Under utilized „partnership‟ with BC Family Practice Oncologists (FPOs)

FPO unique perspective – stories and science

Survey conducted with 44 FPOs to determine next steps

FPO - Survey Results

Create a HPV Continuing Medical Education (CME) course

Organize events throughout the province

10 physicians offered to act as advocates within their community

1/3 of respondents offered to help organize and conduct CME events in their community

2010 HPV Booster Events

Locations: 7 events held this far: Victoria, Prince George, Dawson Creek, Kelowna, Gibsons, Powell River, Sea to Sky - more to come this fall

Audience: FPOs, PHNs, Medical Health Officers (MHOs), pharmacists, nurse practitioners, student nurses

Objective: gauge if events are effective in increasing engagement between health professionals and parents/teens about HPV vaccine

Creating a Coalition of Support

Welcoming New Providers

Booster Events: Evaluation

60% of respondents said they learned “a lot about the HPV vaccine”

98% found event “useful” or “very useful”

88% said they feel more confident in discussing vaccine with parents and girls

92% said they would attend again

87% signed their name to commit to speaking with 5 people about the benefits of vaccine in the next month

Several physicians writing „Letter to the Editor‟ to local newspapers this September

Provided opportunity for HPs to: Get CME credit Get up-to-date info about HPV Learn how to promote HPV vaccine locally Network with other health professionals in

their community – a force multiplier Tell us what they wanted to help promote

vaccine: more online materials, brochures & posters, office prompt

Legacy a perpetual „coalition of support‟ within a community that goes far beyond the event itself

Booster Events: Lessons Learned

Overall Lessons Learned

Opinions and advertising - remember you are an “n” of 1.

For traditional media, hard hitting messages worked best

Opposite true for online approaches

Google ads best „bang for the buck‟ vs. traditional media

Look for force multipliers - social media or engaging key groups face to face

Don‟t be afraid of trying new things!

Acknowledgements

Immunization Promotion Working Group

Craig Thompson with Ministry of Healthy Living and Sport

Brittany Deeter and Sarah Gorringe for HPV Boosters Events

BCCDC Immunization Team

Web links

www.youtube.com/immunizebc

www.bccdc.ca

www.immunizebc.ca