Utilizing Social Marketing for TB Education

with the Navajo Nation

Diana Fortune RN BSN

Program Manager

New Mexico DOH

Objective

Describe social marketing strategies utilized on the Navajo Nation to provide community TB education

What is Social Marketing?

“…….the use of marketing principles to influence human behavior in order to improve health or benefit society.”

CDC: Gateway to Health Communication & Social Marketing”

Types of Social Media

High Tech: Technology available to personAbility to use technology

Low Tech:More passive on client’s part

Types of Social Media

High Tech Internet Twitter YouTube Facebook

Low Tech Posters Movie Ad Television Billboards Radio

When has social marketing exacted changes in behavior?

When has social media exacted changes in behavior?

When has social marketing exacted changes in behavior?

When has social marketing exacted changes in behavior?

Health Communication Basics

How Do I Do It?Describe the problemPerform Market ResearchDefine Market StrategyDevelop InterventionsEvaluate your planImplement your plan

How Do I Do It?

Careful thought & knowledge of problemPublic health surveillance – disease burdenNeeded Policy changes

CDCynergy modelhttp://www.orau.gov/cdcynergy/soc2web/default.htm

Health Communication Basics

How Do I Do It?Describe the problemPerform Market ResearchDefine Market StrategyDevelop InterventionsEvaluate your planImplement your plan

Describe the problem

TB Mortality Study from 2007 – 200916% Mortality rate in NM

Populations ImpactedNative American – (40%)Hispanics born in Mexico – (40%)

ReasonsDelay in patient seeking treatmentDelay in clinician diagnosis

Health Communication Basics

How Do I Do It?Describe the problemPerform Market ResearchDefine Market StrategyDevelop InterventionsEvaluate your planImplement your plan

Perform Market Research

Enhance understanding of your target audience’s characteristicsNM DOH TB Program met with:

Navajo Nation TB Program Indian Health Services

Appropriate Media Poor access to internet Good portion of Navajo – do not have electricity Cell phone reception is poor in many areas

High Tech Media – not an option

Health Communication Basics

How Do I Do It?Describe the problemPerform Market ResearchDefine Market StrategyDevelop InterventionsEvaluate your planImplement your plan

Define Market Strategy

Plan of action- entire marketing programTarget audienceDesired behavior changeBenefits Interventions to support change

Researched “products” already developedWashington State, Canada

Health Communication Basics

Describe the problemPerform Market ResearchDefine Market StrategyDevelop InterventionsEvaluate your planImplement your plan

Develop Interventions

Patient education:Posters, billboards, movie ads, radio adsDocumentary of TB on Navajo Nation

Utilized in waiting rooms in IHS facilities

Clinician EducationFour Corners TB/HIV ConferenceUNIDOS Conference

Navajo Nation Posters

Billboard on Navajo Nation

Billboard: Between Las Cruces, NM & El Paso, TX & Mexico

Health Communication Basics

Describe the problemPerform Market ResearchDefine Market StrategyDevelop InterventionsEvaluate your planImplement your plan

Evaluate Your Plan

Ultimate GoalDecrease in TB related deathsMay take years to see decreaseHow to measure…..change in behaviors

Survey outside of Movie Theatre (not viable)Survey outside Casino (not viable)

Billboards display close to Casino

Utilize Census Block Groups 30 random groups – survey 7-10 household

Health Communication Basics

Describe the problemPerform Market ResearchDefine Market StrategyDevelop InterventionsEvaluate your planImplement your plan

Implement Your Plan

January 2011: Posters printed Reprinted Nov 2011 NM DOH Website – available to reprint

March 2011: Billboard at (2) locations Gallup & Farmington

Relocated one billboard – better site Third location added: Nov 2011 Stay in place until Jan 31, 2012 or later…….

October 2011: Movie Theatre Ads initiated Radio Ad

Script developed and recorded Not on radio yet……

Cost of Implementation

Posters: $200/approx for 300+ posters

Billboards: $4,900/3 billboards for 1 yr +

Movie Theatre Ads 15 seconds; $6078 for 12 months/2 theaters 510,000 people annual attendance

Radio Ads No cost;

recorded at Four Directions Studio Shiprock, NM (HIS facility)

Funding for Implementation

Media Campaign: CDC Carry over $$

Clinician Educational ConferencesFour Corners HIV/TB

Collaborative Effort – NM, AZ, UT, CO, NNUNIDOS: Mini-grant CDC

Posters/Billboards – NM Office of Border Health

How to adapt to your area…..?

Utilize tools already developed Adapt to your audience State printers

Think outside the box Don’t even admit there is a box

See what resources are available Native American Population

IHS – media department Universities & other schools

MPH students

Don’t be discouraged: Genius is just inflamed enthusiasm

TB ETN Award: Sept 2012Social Marketing for TB Education

Go Forward With Courage

When you are in doubt, be still, and wait;when doubt no longer exists for you, then go forward with courage.So long as mists envelop you, be still;be still until the sunlight pours through and dispels the mists-- as it surely will.Then act with courage.

PONCA CHIEF WHITE EAGLE