Wisconsin Center for Health Communication and Marketing Development Project

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

*


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


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

*


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


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%



(specify

Program)

Local PH Agencies

State PH Agencies


Marketing Firms

Other (specify)


Translate

Materials

30%

Produce materials

25%

Design Commun.

Initiatives

24%



(specify

Program)

Local PH Agencies

State PH Agencies


Marketing Firms

Other (specify)


Evaluate

Commun.

Initiatives

24%

Coordinate

Commun.

Initiatives

24%

Research

& Eval.

24%



(specify

Program)

Local PH Agencies

State PH Agencies


Marketing Firms

Other (specify)


Plan

Commun.

Initiatives

22%

Execute

Commun.

Initiatives

22%

Design electronic

media

21%



(specify

Program)

Local PH Agencies

State PH Agencies


Marketing Firms

Other (specify)


Produce manuals

19%

Manage media & PR

12%

Commun. For disabilities

12%



(specify

Program)

Local PH Agencies

State PH Agencies


Marketing Firms

Other (specify)


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.”

Wisconsin Center for Health Communication and Marketing Development Project

Documents

Transcript of Wisconsin Center for Health Communication and Marketing Development Project