The Evolution Of A Health Marketing Campaign

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  • The Evolution Of A Health Marketing Campaign

    1. 1. How YOU Doin’? The Evolution of a Health Marketing Campaign Beau Dooley University Wellness Center
    2. 2. <ul><li>Carpe Testes – Video from the Sean Kimerling Testicular Cancer Foundation </li></ul><ul><li>http://www.carpetestes.org/ </li></ul>
    3. 5. Session Objectives <ul><li>Learn 4 basic steps in the Health Marketing Process and why they are important </li></ul><ul><li>Identify resources that can help in developing an effective marketing and communication campaign </li></ul>
    4. 6. <ul><li>Health Marketing : </li></ul><ul><li>Creating and delivering health information and interventions … to protect and promote the health of diverse populations </li></ul><ul><li>- Centers for Disease Control & Prevention (CDC), 2005 </li></ul>
    5. 7. Health Marketing Blends Consumer Marketing and Public Health
    6. 8. Blending Marketing & Public Health <ul><li>Marketing : Process by which products or services are used to meet human or social needs </li></ul><ul><ul><li>- 4 P’s (Product, Placement, Price, Promotion) </li></ul></ul><ul><li>Public Health : Approach to healthcare that is concerned with the health of the community as a whole, not individuals. </li></ul><ul><li>Fundamental aspects of marketing are the same whether they meet the need for a commercial product or a public health service. </li></ul>
    7. 9. <ul><li>… do not by themselves change behaviors! </li></ul><ul><li>… are most effective when part of a comprehensive program </li></ul>Marketing Campaigns…
    8. 10. Health Marketing Process (2) Pre-Testing (3) Implement Program (4) Evaluation <ul><li>Planning </li></ul>
    9. 11. Health Marketing Process <ul><li>Planning </li></ul>
    10. 12. Planning <ul><li>Planning is the most important part of the process! </li></ul><ul><li>What is your message? </li></ul><ul><li>Planning Steps Are: </li></ul><ul><li>Gather Data on the Health Issue </li></ul><ul><li>Define target audience* </li></ul><ul><li>Define communication objectives* </li></ul><ul><li>Develop evaluation plan* </li></ul>
    11. 13. Planning: Step 1. Gather Data on the Health Issue <ul><li>Start with existing data </li></ul><ul><ul><li>National surveys, campus-specific surveys, other data collected by your campus </li></ul></ul><ul><li>Conduct surveys, focus groups, etc. to better inform your campaign </li></ul><ul><li>Literature Reviews </li></ul>
    12. 14. <ul><li>For a successful marketing campaign, you must understand your target audience!!! </li></ul><ul><ul><li>Who are they? </li></ul></ul><ul><ul><li>What are their attitudes, beliefs, behaviors? </li></ul></ul><ul><ul><li>Stigmas, Stereotypes? </li></ul></ul><ul><ul><li>Culture, Religion, Connected to Campus? </li></ul></ul><ul><ul><li>What are their barriers to change? </li></ul></ul><ul><li>Research and data can help you understand your target audience </li></ul><ul><ul><li>Surveys and other data  gives baseline numbers </li></ul></ul><ul><ul><li>Focus Groups  explains the “Why?” part of the numbers </li></ul></ul>Planning: Step 2. Define Target Audience
    13. 15. Planning: Step 3. Define Communication Objectives <ul><li>Who, What, When, Where, How Much? Be specific! </li></ul><ul><ul><ul><li>Examples : </li></ul></ul></ul><ul><ul><ul><li>By January 2009, Freshman students will increase being screened for STD’s by 5% </li></ul></ul></ul><ul><ul><ul><li>By the end of the Spring Semester, students who live off-campus will be aware of Counseling Service Depression Screenings will increase by 10% </li></ul></ul></ul><ul><li>Use existing data to develop your objectives </li></ul><ul><li>Knowledge, Attitudes, Behaviors </li></ul><ul><li>Use Do these objectives fit with the overall goal/mission of your project, organization, university, etc.? </li></ul><ul><li>Do these objectives fit with the overall goal/mission of your project, organization, university, etc.? </li></ul><ul><li>Objectives must be measurable </li></ul>
    14. 16. Planning: Step 4. Evaluation Plan <ul><li>Types of Evaluation: </li></ul><ul><li>Formative: Process of creating well-designed campaign while the program activities are forming </li></ul><ul><ul><li>Literature Reviews </li></ul></ul><ul><ul><li>Data collection (surveys, focus groups, etc.) to inform program development </li></ul></ul><ul><ul><li>Pre-testing program materials </li></ul></ul><ul><li>Process: Measures whether the campaign is being implemented as intended </li></ul><ul><ul><li>Are messages being delivered appropriately, effectively, efficiently? </li></ul></ul><ul><ul><li>Are the activities happening how they were planned? </li></ul></ul><ul><li>Outcome: Are the campaign objectives being achieved? </li></ul><ul><ul><li>Surveys, focus groups, campus/department data </li></ul></ul>
    15. 17. Health Marketing Process (2) Pre-Testing <ul><li>Planning </li></ul>
    16. 18. Pre-Test <ul><li>Pre-Testing is developing and testing concepts, messages, and materials before they are released </li></ul><ul><li>Pre-Testing Steps Are: </li></ul><ul><li>Review existing materials </li></ul><ul><li>Develop and test message concepts </li></ul><ul><li>Decide what materials to develop </li></ul><ul><li>Develop messages and materials </li></ul><ul><li>Pre-test messages and materials </li></ul>
    17. 19. Things to consider when developing concepts and materials: <ul><li>Be clear, keep it simple </li></ul><ul><li>Type of appeal </li></ul><ul><li>Make sure message is accurate </li></ul><ul><li>Be consistent </li></ul><ul><li>Work with professionals </li></ul><ul><li>Develop culturally appropriate material </li></ul><ul><li>Be credible </li></ul><ul><li>Be appealing, vary materials </li></ul>
    18. 20. Health Marketing Process (2) Pre-Testing (3) Implement Program <ul><li>Planning </li></ul>
    19. 21. Implement Program <ul><li>Implementation is doing what you planned to do. </li></ul><ul><li>Key Steps in Implementing Programs Are: </li></ul><ul><li>Make an implementation plan </li></ul><ul><ul><li>Make a detailed timeline and stick to it </li></ul></ul><ul><ul><li>Assign responsibilities </li></ul></ul><ul><ul><li>Implement your program as planned. </li></ul></ul><ul><li>Documentation is key! </li></ul><ul><li>Integrate your message with events on campus </li></ul><ul><li>Utilize campus resources </li></ul><ul><ul><li>Staff </li></ul></ul><ul><ul><li>Students </li></ul></ul><ul><ul><li>Volunteers </li></ul></ul><ul><ul><li>Organizations on campus </li></ul></ul>
    20. 22. Common Myths About Program Implementation <ul><li>Myth : People need the info we are providing, so we will have a large number of requests for our material. </li></ul><ul><li>Myth : Working with the media is more trouble than it is worth </li></ul><ul><li>Myth : After the kick-off event is over, we can relax. </li></ul><ul><li>Myth : We have partners, so we don’t have to worry as much about implementation…they’ll do a lot of the work for us. </li></ul><ul><li>Myth : If a program is not an immediate success, it is a failure </li></ul>
    21. 23. Health Marketing Process (2) Pre-Testing (3) Implement Program (4) Evaluation <ul><li>Planning </li></ul>
    22. 24. Evaluation <ul><li>E valuation is important because it demonstrates… </li></ul><ul><li>… how well the campaign has met its objectives, and </li></ul><ul><li>… what you might change or improve to make it more effective. </li></ul>
    23. 25. Planning: Step 4. Evaluation Plan <ul><li>Types of Evaluation: </li></ul><ul><li>Formative: Process of creating well-designed campaign while the program activities are forming </li></ul><ul><ul><li>Literature Reviews </li></ul></ul><ul><ul><li>Data collection (surveys, focus groups, etc.) to inform program development </li></ul></ul><ul><ul><li>Pre-testing program materials </li></ul></ul><ul><li>Process: Measures whether the campaign is being implemented as intended </li></ul><ul><ul><li>Are messages being delivered appropriately, effectively, efficiently? </li></ul></ul><ul><ul><li>Are the activities happening how they were planned? </li></ul></ul><ul><li>Outcome: Are the campaign objectives being achieved? </li></ul><ul><ul><li>Surveys, focus groups, campus/department data </li></ul></ul>
    24. 26. (2) Pre-Testing FORMATIVE EVAL. (3) Implement Program PROCESS EVAL. (4) Evaluation OUTCOME EVAL. <ul><li>Planning </li></ul><ul><li>FORMATIVE EVAL. </li></ul>
    25. 27. Share Evaluation Results <ul><li>Who might be interested in evaluation results? </li></ul><ul><li>Campus Administrators? </li></ul><ul><li>Student Leaders? </li></ul><ul><li>Health/Counseling Center Staff? </li></ul><ul><li>Alumni? </li></ul><ul><li>Community Agencies? </li></ul><ul><li>Peer Educators from other Universities? </li></ul>
    26. 28. Resources <ul><li>CDCynergy (CDC) </li></ul><ul><li>www.cdc.gov/std/healthcomm/cdcynergy.htm#what </li></ul><ul><li>Making Health Communication Programs Work (AKA “The Pink Book”) (DHHS, NIH, National Cancer Institute) </li></ul><ul><li>Framework for Program Evaluation in Public Health (CDC) </li></ul><ul><li>www.cdc.gov/mmwr/preview/mmwrhtml/rr4811a1.htm </li></ul><ul><li>National Center for Health Marketing (CDC) </li></ul><ul><li>www.cdc.gov/healthmarketing/whatishm.htm </li></ul>
    27. 29. Northwest Missouri State University Suicide Prevention Program
    28. 30. Northwest Suicide Prevention Program Goals Crisis Response Plan Marketing Campaign Training Programs Network of Services
    29. 31. Health Marketing Process (2) Pre-Testing (3) Implementation * WE ARE HERE * (4) Evaluation <ul><li>Planning </li></ul>
    30. 32. <ul><li>What is our campaign’s message? </li></ul><ul><li>Increase students’ use of mental health services </li></ul><ul><li>Decrease stigmatization around seeking mental health services and mental health issues </li></ul>
    31. 33. Northwest Missouri State University Suicide Prevention Program <ul><li>Gather Data on the Health Issue </li></ul><ul><li>Part of Northwest Suicide Prevention Program </li></ul><ul><li>Literature Review </li></ul><ul><li>Media Research </li></ul><ul><li>Suicide/Mental Health experts on campus </li></ul><ul><li>Technical Assistance - SPRC </li></ul>
    32. 34. Northwest Missouri State University Suicide Prevention Program <ul><li>Define Target Audience </li></ul><ul><li>Campus Demographic Data </li></ul><ul><li>Counseling Service Data </li></ul><ul><li>Survey Data </li></ul><ul><ul><li>ACHA/NCHA (Spring 2006, n = 475) </li></ul></ul><ul><ul><li>MCHBS (Spring 2007, n = 318) </li></ul></ul><ul><li>Focus Groups </li></ul><ul><ul><li>5 groups, 28 participants from diverse organizations </li></ul></ul>
    33. 35. Northwest Missouri State University Suicide Prevention Program <ul><li>Define Communication Objectives </li></ul><ul><li>Formative and Process Objectives </li></ul><ul><li>To develop and initiate a marketing plan by December 2007 </li></ul><ul><li>To distribute XX number of posters and XX number of promotional items by XXX date. </li></ul><ul><li>Outcome Objectives </li></ul><ul><li>By December 2008, increase the number of students who seek counseling services by 10% </li></ul><ul><li>Of the students who received campaign materials, improve knowledge and attitudes about mental health issues through December 2008. </li></ul>
    34. 36. Northwest Missouri State University Suicide Prevention Program <ul><li>Develop Evaluation Plan </li></ul><ul><li>Formative Evaluation </li></ul><ul><li>Surveys, document process, focus groups, literature/media research </li></ul><ul><li>Process Evaluation </li></ul><ul><li>Document number of materials distributed; when/where; cost; focus groups? </li></ul><ul><li>Outcome Evaluation </li></ul><ul><li>Counseling Center stats </li></ul><ul><li>Follow-up survey to those who received materials </li></ul>
    35. 37. Northwest Missouri State University Suicide Prevention Program <ul><li>Review Existing Materials </li></ul><ul><li>SPRC Grantee Page </li></ul><ul><li>Other brochures, materials </li></ul><ul><li>Pre-Test Concepts </li></ul><ul><li>Grant Advisory Board </li></ul><ul><li>T-Shirt Contest Idea </li></ul><ul><li>Run Ideas by Students </li></ul>
    36. 39. … and testing…
    37. 40. More than a pickup line How YOU doin'? Stop. Ask. Listen
    38. 41. … and more testing… (2 focus groups with 26 participants)
    39. 51. Process Evaluation <ul><li>So far… </li></ul><ul><li>100 11x17” posters (100 ordered) </li></ul><ul><li>320 ¼ sheet “mini-posters” (400 ordered) </li></ul><ul><li>480 magnets (500 ordered) </li></ul><ul><li>245 t-shirts (250 ordered) </li></ul><ul><li>400 cups (500 ordered) </li></ul><ul><li>Brochures??? (oops!) </li></ul>
    40. 52. Process Evaluation (con’t) <ul><li>So far… </li></ul><ul><li>14.5 hours meeting time to date in planning and pre-testing (excludes time working with t-shirt people, etc.) </li></ul><ul><li>March 10 th – 17 th @ Wellness Center display </li></ul><ul><li>March 30 th – Safe Spring Break Event </li></ul><ul><li>Total cost (so far): about $2,150 </li></ul><ul><li>More merchandise samples coming in (pens, pocket coozies, etc.) </li></ul><ul><li>More events being planned </li></ul><ul><li>About 200 names collected (to be surveyed) </li></ul>
    41. 53. <ul><li>Pending feedback from students, we will revise the campaign (as appropriate) </li></ul>
    42. 54. This presentation is intended to: <ul><li>Demonstrate the basic steps in designing and implementing a health marketing campaign </li></ul><ul><li>Provide an example of how these steps can be used to create a health marketing campaign </li></ul>
    43. 55. This presentation is NOT intended to: <ul><li>Demonstrate a ‘successful’ campaign </li></ul><ul><li>Demonstrate a ‘perfect’ execution of the Health Marketing Process </li></ul>
    44. 56. Contact Info <ul><li>Beau Dooley, MPH, MACSAPP </li></ul><ul><li>Director of Wellness, Asst. Director of Health Services, </li></ul><ul><li>Project Director of Northwest Suicide Prevention Project </li></ul><ul><li>Northwest Missouri State University </li></ul><ul><li>University Wellness Center </li></ul><ul><li>[email_address] </li></ul>

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