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How to Market and Orchestrate Public Outreach
In order broaden awareness of our program it is crucial to continually establish
relationships with other community organizations. Efforts to reach out to these
associations could include:
• Letters or Emails (Template Included on the Following Page)
• Pamphlet & Fact Sheet Distribution
• Program Presentations/Advertisements
To present the program one should utilize the presentation board provided by
Community First Solutions which includes the marketing of the continuum of services
offered to the older adult population, all of which are provided by Community First
Solutions and Community Behavioral Health. Along with the board, the pamphlets and
fact sheets should be brought for distribution to the audience. It is important to
remember to explain that the services are based on income and that they are free of
charge to 99% of our clients.
Presenting the program includes explaining how the program works, who is eligible to
participate in the program, where the therapists will meet the client (their home or
another private location), how to contact UPLIFT, and who is in charge of the UPLIFT
program (Michele Murray).
Any public outreach should be acknowledged and documented via a
marketing form which is included within this literature.
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To whom it may concern,
My name is [Insert Name] and I am reaching out to you on behalf of a program called UPLIFT. I think that your
church has a wide array of older adult individuals who could benefit from the services that UPLIFT provides and
that the faith community is ideal for public outreach. I am currently [Job Description] working with Uplift and I
am working to reach out to community leaders within Butler County to make them aware of the services UPLIFT
offers.
UPLIFT is provided by Community First Solutions and Community Behavioral Health; it is therapy which is
perfect for any individual suffering from depression or anxiety. The therapists come to the location of the client’s
choice (typically their home) for treatment sessions. The program is based off of Pearls and Impact out of
Washington state, a program that is statistically proven to be effective. The only restriction is that the clients must
live in Butler county and be 50 years of age or older. UPLIFT focuses on an individuals’ activities in life and their
personal involvement in order to resolve their depression, as depression is not a normal part of aging.
The referral process is simple, all we need is a phone call with the client's name and phone number and we will
reach out to them on your behalf. Likewise, they can contact UPLIFT directly at 513-868-5126 to schedule a
meeting. The services are charged based on a sliding fee scale depending on household income, but 99% of the
clients do not have a fee and receive the service for free.
I would be glad to meet with you and provide you with more information about UPLIFT, answer any potential
questions, and provide you with more literature and a presentation about the program to make your staff aware.
I look forward to hearing back from you.
Best wishes,
[Insert name, signature, and position at UPLIFT]
5. Organizations for Program Outreach
Drafted by James B. Grove, Miami University Intern
5
A Community First
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Overview:
Within this document there is a compiled list of churches, physicians, facilities, and other healthcare
providing services that are applicable for public outreach. Using this resource, we can reach out to organizations
in the community of Butler County to build relationships and make them aware of UPLIFT and the services that
we provide. The minimum age required to utilize UPLIFT is 50 and this population has a higher level of
religiosity, making them more likely to attend church and seek advice from their peers within this cohort.
Marketing to this populous is feasible through distribution of pamphlets, flyers, mailings, and meeting with
doctors, church leaders, and other administrators within the organizations to make them aware of the at-home
counselling offered by UPLIFT. We can plea for them to recommend UPLIFT to appropriate people in their
social circle as well as inform their staff so that they will have the ability to make referrals. The ease of reaching
Uplift via telephone to make appointments make it efficiently spread through word-of-mouth, thus spreading
the message to institutes that come into contact with the older adult population most frequently is crucial to
build a larger clientele base.
Once you have reached out to an organization and effectively established a relationship one could
propose a meeting to display the services that UPLIFT offers. Using the display board, pamphlets, and ‘fact
sheet’ the services can be marketed and advertised. This presentation allows for an opportunity for public
leaders and other citizens to ask questions, learn how to utilize UPLIFT, and learn about the referral process. It
is crucial to display that the services are free for 99% of our clients based upon their income; it is also important
to describe that the fee is based on a sliding scale using their household income. Explaining the cost of UPLIFT
and the ease of receiving services acts like an effective lure and could spur more referrals and thus bring more
clients to fruition.
6. Organizations for Program Outreach
Drafted by James B. Grove, Miami University Intern
6
A Community First
Solutions Company
Churches:
v First United Methodist Church
o 225 Ludlow St. Hamilton, OH
v Zion Lutheran Church
o 212 S. Front St. Hamilton, OH
v St. Peter in Chain Church
o 382 Liberty Ave. Hamilton, OH
v Community Christian Church
o 3401 Millikin Rd. Hamilton, OH
v Hopedale Unitarian Universalist Community
o 3870 Oxford Millville Rd. Oxford, OH
v Sacred Heart Church
o 400 Nilles Rd. Fairfield, OH
v Trinity Episcopal Church
o 115 N 6th
St. Hamilton, OH
v BridgeWater Church
o 3100 Princeton Rd. Hamilton, OH
v St. Ann Catholic Church
o 646 Clinton Ave. Hamilton, OH
v First St. John United Methodist Church
o 140 Ross Ave. Hamilton, OH
v New Life Vineyard Church
o 2470 Princeton Rd. Hamilton, OH
v Hamilton Church of God
o 1760 Millville Ave. Hamilton, OH
v First Baptist Church
o 1501 Pyramid H ill Blvd. Hamilton, OH
v Hamilton Christian Center
o 1940 Millville Ave. Hamilton, OH
v Presbyterian Church
o 23 S. Front St. Hamilton, OH
v Freedom Baptist Church
o 1766 Millville Ave. Hamilton, OH
v The Village Church
o 210 S. 2nd
St. Hamilton, OH
v Allison Ave. Baptist Church
o 5915 Allison Ave. Hamilton, OH
v Lindenwald United Methodist Church
o 3501 Pleasant Ave. Hamilton, OH
v Immanuel Baptist Church
o 1770 Eaton Rd. Hamilton, OH
7. Organizations for Program Outreach
Drafted by James B. Grove, Miami University Intern
7
A Community First
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Churches Continued:
v Bethel Community Church
o 2015 NW Washington Blvd. Hamilton, OH
v North Fairfield Baptist Church
o 2853 Gilmore Rd. Hamilton, OH
v Israel Baptist Church
o 701 S 7th
St. Hamilton, OH
v St. Joseph Catholic Church
o 171 Washington St. Hamilton, OH
v Stahlheber Baptist Church
o 1800 Stahlheber Rd. Hamilton, OH
v Indian Springs Baptist Church
o 250 Hancock Ave. Hamilton, OH
v Park Avenue United Methodist Church
o 801 Park Ave. Hamilton, OH
v First St. John United Church
o 140 Ross Ave. Hamilton, OH
v Timberhill Baptist Church
o 144 Timber Hill Dr. Hamilton, OH
v Laurel Avenue Church of Christ
o 1049 Laurel Ave. Hamilton, OH
v West Side Baptist Church
o 154 Gordon Ave. Hamilton, OH
v West Side Church of Christ
o 1190 Stahlheber Rd. Hamilton, OH
v Twinbrook Hill Baptist Church
o 40 Wrenwood Dr. Hamilton, OH
v St. Julie Billiart Parish
o 224 Dayton St. Hamilton, OH
v Payne Chapel AME Church
o 320 S. Front St. Hamilton, OH
v Oxford Presbyterian Church
o 101 N Main St. Oxford, OH
v Eaton Road Church of God
o 2000 Eaton Rd. Hamilton, OH
v Fairfield Church of Christ
o 745 Symmes Rd, Fairfield, OH
v Covenant Community Church
o 2860 Mack Rd. Fairfield, OH
v Fairfield West Baptist Church
o 5345 Muskopf Rd. Fairfield, OH
8. Organizations for Program Outreach
Drafted by James B. Grove, Miami University Intern
8
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Churches Continued:
v Rolling Hills Baptist Church
o 5742 Pleasant Ave. Fairfield, OH
v Fairfield Church of God
o 6001 Dixie Hwy. Fairfield, OH
v Hope Baptist Church
o 3200 Woodside Dr. Fairfield, OH
v Hilltop Baptist Church
o 2425 Mack Rd. Fairfield, OH
v Lindenwald Baptist Church
o 460 Symmes Rd. Fairfield, OH
v Fairfield Wesleyan Church
o 4685 Anthony Wayne Ave. Fairfield, OH
v Fairfield Community Church
o 5650 Winton Rd. Fairfield, OH
v Valley Chapel Community Church
o 6369 Dixie Hwy. Fairfield, OH
v Trinity Presbyterian Church
o 6081 Ross Rd. Fairfield, OH
v Fairfield Church of the Nazarene
o 12190 E. Miami River Rd. Fairfield, OH
v New Jerusalem Apostolic Church
o 6025 Dixie Hwy. Fairfield, OH
v Winton Road First Church of God
o 6200 Winton Rd. Fairfield, OH
v Courts of Praise
o 6625 Dixie Hwy. Fairfield, OH
v Red Door Church
o 1140 Smiley Avenue Fairfield, OH
v Church of Jesus Christ of Latter-day Saints
o 4831 Pleasant Ave. Fairfield, OH
v Lighthouse Baptist Church
o 2047 Tuley Rd. Fairfield, OH
v Soul Winners Church
o 2561 Ramona Ln. Fairfield, OH
v Disciples Christian Church
o 3401 Hamilton Mason Rd. Fairfield, OH
v Tri-County Assembly of God Church
o 7350 Dixie Hwy. Fairfield, OH
v The Calvary Church
o 11970 Kenn Rd. Fairfield, OH
9. Organizations for Program Outreach
Drafted by James B. Grove, Miami University Intern
9
A Community First
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Physicians:
v Dr. Michael J. Armentrout, MD
o 210 S. 2nd
St. #2 Hamilton, OH
o (513)892-1888
v Heritage Health Alliance: Chad Dunkle MD
o 903 NW Washington Blvd #B Hamilton
o (513)867-9000
v Heritage Health Alliance: Khanna Rajesh MD
o 903 NW Washington Blvd #B Hamilton
o (513)867-9000
v Heritage Health Alliance: Gregory Savage MD
o 903 NW Washington Blvd #B Hamilton
o (513)867-9000
v Lindenwald Medical Associates
o 3570 Pleasant Ave Hamilton, OH
o (513) 863-6463
v Dr. Mini P. Pathrose, MD.
o 903 NW Washington Blvd #B Hamilton
o (513)867-9000
v Dr. Peter A. Scheidler, MD
o 543 Park Ave Hamilton, OH
o (513) 737-1500
v Dr. Paul P. Yang, MD
o 3570 Pleasant Ave Hamilton, OH
o (513) 863-6463
v Robert B Cucinotta MD
o 1010 Cereal Ave #209 Hamilton, OH
o (513) 867-2834
v Theodore M Hunter MD
o 3145 Hamilton Mason Rd Hamilton, OH
o (513) 867-0015
v Dr. Helen Holtman & Associates (Psychiatrist)
o 2201 NW Washington Blvd Hamilton
o (513) 869-7000
v Dr. Stanley E. Scheidler, DO
o 543 Park Ave Hamilton, OH
o (513) 737-0257
v Dr. JB Winters, DO
o 855 Eaton Ave Hamilton, OH
o (513) 892-9222
v Dr. Richard J. Brown, MD (psychiatrist)
o 140 N 5th St Hamilton, OH
o (513) 863-6129
10. Organizations for Program Outreach
Drafted by James B. Grove, Miami University Intern
10
A Community First
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Physicians Continued:
v Dr. Kathleen J. Lang, MD
o 3740 Rossgate Ct Hamilton, OH
o (513) 738-3900
v Oxford Internal Medicine
o 12 W Church St. Oxford, OH
o (513) 523-4195
v Walden Ponds Medical Care Dr. Anthony
o 5971 Golf Club Ln # 2
o (513) 893-1100
v Dr. Mini P. Pathrose, MD
o 903 NW Washington Blvd Hamilton
o (513) 867-9000
v Dr. Paul J. Cangemi, MD
o 10 N Locust St # B Oxford, OH
o (513) 524-1100
v Dr. Chetna Mital, M.D.
o 1010 Cereal Ave # 307 Hamilton, OH
o (513) 867-2622
v Rick Bucher, MD
o 5237 Morning Sun Rd. Oxford, OH
o (513) 523-7511
v Dr. Jason A. Hoke, MD
o 10 N Locust St Oxford, OH
o (513) 523-2340
v Indian Creek Family Health Center
o 10 N Locust St # D Oxford, OH
o (513) 523-2340
v Dr. Joya K. Sykes, DO
o 210 S 2nd St #2 Hamilton, OH
o (513) 892-1888
v Oxford Internal Medicine
o 12 W Church St Oxford, OH
o (513) 523-4195
v Dr. Michael I. Gabrilovich, MD
o 1250 Eaton Ave Hamilton, OH
o (513) 893-5864
v Dr. Nilesh B. Jobalia, MD
o 3145 Hamilton Mason Rd #201 Hamilton
o (513) 454-2277
v Dr. Paul J. Cangemi, MD
o 10 N Locust St # B Oxford, OH
o (513) 524-1100
11. Organizations for Program Outreach
Drafted by James B. Grove, Miami University Intern
11
A Community First
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Programs:
v Butler County Elderly Services
o 1900 Fairgrove Ave, Hamilton, OH
o (513) 868-9281
v VA Hamilton Healthcare Associates
o 1750 S Erie Blvd Hamilton, OH
o (513) 870-9444
v Oncology Hematology Care
o 860 NW Washington Blvd Hamilton
o (800) 710-4674
v CDC Mental Health Services
o 2100 Pleasant Ave Hamilton, OH
o (513) 868-1562
v Lifespan
o 1900 Fairgrove Ave Hamilton, OH
o (513) 868-3210
v Cornerstone Counseling & Consulting
o 6 S 2nd St Hamilton, OH
o (513) 889-5880
v VA Middletown Clinic
o 4337 Union Rd Middletown, OH
o (513) 423-8387
v Beresh Pain Management
o 840 NW Washington Blvd # C
o (513) 737-7246
v Oxford Seniors
o 420 N Campus Ave Oxford, OH
o (513) 523-0464
v Oxford Senior Citizens
o 922 Tollgate Dr. Oxford, OH
o (513) 523-8100
12. Organizations for Program Outreach
Drafted by James B. Grove, Miami University Intern
12
A Community First
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Long-term Care Facilities:
v Liberty Nursing Center of Oxford
o 6099 Fairfield Rd Oxford, OH
o (513) 523-6353
v The Knolls of Oxford
o 6727 Contreras Rd Oxford, OH
o (513) 524-7990
v Woodland Country Manor Inc
o 4166 Somerville Rd Somerville, OH
o (513) 523-4449
v Westover Retirement Community
o 855 Stahlheber Rd Hamilton, OH
o (513) 844-8004
v Residence at Kensington Place
o 751 Kensington St Middletown, OH
o (513) 424-3511
v Berkeley Square
o 100 Berkeley Drive Hamilton, OH
o (513) 896-8080
v Otterbein
o 105 Atrium Drive Middletown, OH
o (513) 260-7690
v Wellington Manor
o 2923 Hamilton Mason Rd Hamilton, OH
o (513) 863-0360
v Bradford Place
o 1302 Millville Ave Hamilton, OH
o (513) 867-4100
v Heartland at Woodridge
o 3801 Woodridge Blvd
o (513) 874-9933
v Heritagespring
o 7235 Heritagespring Dr. West Chester, OH
o (513) 759-5777
v Golden Years
o 2436 Old Oxford Rd. Hamilton, OH
o (513) 893-0471
v Tri-County Extended Care Center
o 5200 Camelot Dr Fairfield, OH
o (513) 829-8100
v The Woodlands of Hamilton
o 896 NW Washington Blvd
o (866) 893-6935
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Record of Marketing/Resource Development Activity
Date:_____________________
Name of Event/Business/Person:______________________________________________
Phone Number:____________________________________
Address:__________________________________________________________________
City:______________________________________________________________________
Time Spent:________________________ _______________
Brief Description of What You Did:
Staff Name:_________________________________________________________________
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Organization Introduction
UPLIFT is a program that
offers at home therapy to older
adults aged 50 and over in the
Butler County region. The
program is brought to fruition by
Community Behavioral Health
which is the largest provider of
mental health services in Butler County. Similarly, Community Behavioral Health
as well as UPLIFT are provided by Community First Solutions, a healthcare
company that is the largest provider of older adult services and long term care
in Butler County. With such expansive experience in mental health and older
adult care, Community First decided to administer UPLIFT in order to promote
healthy aging. The program is exclusively for the treatment of depression and
anxiety by promoting healthy
lifestyle adjustments to ease the
symptoms that the clients may be
feeling. The mission of UPLIFT is
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to improve your mood and help
lead a more active, rewarding life.
The goal is to achieve this level of
wellbeing without psychiatric
intervention, unless a referral for
medical intervention is
necessitated. One of the largest
messages posed by UPLIFT is that
depression is not a normal part of
the aging process.
Therapists, or Wellness Care Managers as coined by UPLIFT, focus on
increasing participation in social, physical, and other pleasant activities which
result in an improved mood, reduced anxiety, and an increase in overall quality
of life. While ups and downs are a normal part of life, experiencing depression
symptoms for two or more weeks is abnormal and requires healthcare
attention. Participants in the program report significant improvement within
just one month of using UPLIFT. The program serves 240 individuals annually
with an effort to bring more clients aboard; it is one of the largest programs of
its kind in the country and results in a high success rate. The fulfilment of the
services provided can be seen by the 97% of clientele whom are satisfied with
the services that they have received. Furthermore, 100% of the clients in UPLIFT
would recommend the amenities to their friends of family. After participating
in UPLIFT, 95% of the older adults who utilized services experienced a decrease
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in symptoms and 75% of all older adults experienced a significant decrease in
their levels of depression. Correlating with the positive statistics for UPLIFT
recommendations,
100% of the clients were
cited to agree that they
would come back to
UPLIFT in the future if they needed help.
One of the perks of the program is that the services are billed based upon
their income using a sliding fee scale. Due to the low income status of many of
the older adult residents in Butler County, roughly 99% of the clients receive
the services free of charge. UPLIFT is funded by the Ohio Department of Mental
Health and Addiction Services and the Butler County Elderly Services Program,
which is administered by Council on Aging of Southwestern Ohio and UPLIFT
is accredited by The Joint Commission. Medicaid may also help cover costs if
the fee is administered to a client, which helps stimulate the services for free.
UPLIFT is based off of PEARLS and IMPACT out of Washington
which is statistically proven to be effective
(Ciechanowski et al. 2004).
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Contribution Project Overview
My contribution project consists of a marketing campaign to strengthen
public relations outside of UPLIFT and to establish relationships with
community organizations via arrangement of various marketing techniques
such as advertising, presentations, and literature distribution. UPLIFT lacked
any significant marketing when I began my internship and this was seen as an
innate flaw structurally with their desire to grow as a program, use more of their
budget, and bring more staff aboard. When I began my internship they were ill
prepared for an influx of clientele because their therapists were carrying a client
load of 60+ patients which was around the maximum number of clients that a
therapist could handle at one point in time (in order to effectively contact, treat,
and follow up with their existing patients). At Miami University I study
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Gerontology with a minor in General Business which includes a course focus in
marketing; I also have a substantial amount of experience through my college
education with Adobe Photoshop, a program that is crucial to understand when
collaborating to make digital advertisements and visual aids such as pamphlets.
In order to boost their marketing, my UPLIFT director put me in charge of
meeting with the marketing director from Community First Solutions to
implement a new display board for program presentations, to design a
Facebook advertisement targeted at our potential audience, and to reach out
to public organizations and community leaders to plea for referrals. Following
my beginning the internship the program employed two more social workers
to begin as Wellness Care Managers.
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Contribution Project Description
Depression in older adults can lead
to an increased risk of chronic infections
and this further threatens their well-being
and their ability to obtain a healthy aging
process (Soloman, 2014). In order to have
a social support system one cannot be
plagued by anxiety symptoms because
this will inhibit their ability to interact normatively. The goal of my contribution
project was to bring as much awareness to the UPLIFT program as feasibly
possible in the duration of a single semester so that elder adults could receive
the care that they need and deserve.
To begin my contribution project, I started by gathering a master list of
the community organizations in Butler County that would be potential targets
for public outreach. After meeting with the marketing director and the director
of UPLIFT it was decided that
the church community of Butler
County would be a potential
database of clientele if we
establish a relationship with the
church staff and church leaders.
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Older adults have a higher
level of religiosity and with that
being said it is understandable
that this is a market population
with the potential to boost
clientele in UPLIFT. Older
adults, as well as other age
groups in the general
populous, use places of
worship
and their
religious
social circle as a form of social support which aids in
healthy aging. Studies show that older adults that attend
church more regularly have a lower level of depressive
symptoms and this could be because of
recommendations and referrals from their social circle to
programs and opportunities such as UPLIFT (Soloman,
2014).
Following my compilation of the master list of
community organizations it was expressed to me that
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there used to be a presentation
board which was designed and
printed professionally to show
the services that UPLIFT offers
to the general public or to a
selected audience. Although
the board was lost, marketing
still had the template that the
old board was printed from. Using the same dimensions
that were previously used I designed a new board that
utilized UPLIFT’s updated logo and explanations on how
the service works, similarly to the old display board. Per
request of the director of marketing at Community First
Solutions, all older adult services offered by Community
First were also displayed on a panel of the board. It was
important to corroborate images that older adults could
relate to and be diverse with who was included, as
UPLIFT appeals to all walks of life and can be utilized be
anyone regardless of their background. Further, it was
crucial to include the contact information for UPLIFT in
a bold manner that was a focal point of the display
board. UPLIFT is a phone call away so the phone number
is a factor of the image that needed accentuation. Likewise, the website for
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Community Behavioral Health houses the information online pertaining to
UPLIFT, therefore it was important to highlight the website beside the phone
number for easier access to more information if the consumer feels the need to
investigate the program further.
When incorporating the continuum of older adult services that
Community First offers it was important to highlight services that allow for
older adults to live in their home, independently, with assistance by other
companies such as Colonial at Home, Meals-on-wheels, and The Fleet
Transportation, and with a
partner company of UPLIFT,
Bridges Rehab at Home. These
are professional services that
can better the well-being of the
individuals who are living at
home, but they are also great
programs to build a
relationship with and gain referrals. This is because they are often in the home
with an older adult and they may note that the individual suffers from
depression symptoms but they may feel that they do not have the resources to
find that individual help—that is where UPLIFT can come into play. The Elderly
Services Program and Bridges Rehab at Home already act as great liaisons to
gain referrals. Similarly, UPLIFT therapists who are working in the home of
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individuals may notice that they living is flawed and they can use these
programs as resources to improve the life of the client.
Another aspect of my contribution project was one that I proposed to
the marketing director to target the Baby Boomers in particular. Orchestrating
a Facebook
advertisement is
an effective way to
reach a broad
audience for little
cost to the
company. With
the module on
Facebook you can select the radius that you would like to encompass in the
advertisement, the audience age, gender differences, and other demographic
characteristics that make the marketing more centralized to achieve the goal
of reaching the maximum number of applicable users. The fastest growing
internet user population in the developed world is older adults. As an
experience of independence, they are using the internet to manage their
healthcare needs and other personal involvement such as finances and social
media (Wagner et al., 2010). Furthermore, the fastest growing sector in the
workforce is adults 50+ and workers are commonly using computers daily, if
not being required to be fluent in computing skills for many jobs or careers.
When advertising to the older adult population it is important to focus on
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simplicity and utilize
engaging material that
accommodates a shorter
attention span. Social
Cognitive Theory is an
accepted model of
individual behavior and
it has been applied to
the field of information
systems to explain how
computer use impacts the older adult population and how their usage
influences society. In the Social Cognitive Theory, individuals are influenced by
their environment in which they choose to live. Behavior by individuals is
determined by personal factors which are also influenced by behavior. Behavior
can be influenced by one’s environment, thus creating a triangular pattern of
cause and effect. The computer
system is an environment,
computer usage is a behavior, and
older adults are the people who
use the computer system in this
scenario (Wagner et al., 2010).
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To further my contribution project, I underwent designing a new
pamphlet that would correlate with the display board and Facebook
advertisement to create a familiar look within UPLIFT’s marketing for the public
to notice. This rebranding effort included using a specific color scheme chosen
by Community First Solutions, an orange and a blue, along with using UPLIFT’s
new logo which can be seen throughout this document. Pamphlets and the
already created ‘Fact Sheet’ are the two mediums for spreading the word for
UPLIFT that go along with the display board or mailings.
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Social Location and Social Construction
Clients that utilize Uplift are from the Butler
County area as it is restricted to the county’s
radius for funding and budgeting reasons.
Currently UPLIFT serves roughly 240
individuals annually, making it one of the
largest programs of its kind in the country and
resulting in a high success rate. Though 240
individuals are numerous there are strides being
made to bring more clientele to UPLIFT and to bring more
social workers/therapists to employment to cater to an influx of clients. With
the marketing restrictions they are experiencing, most of the clients live in low
income housing and are of a lower socioeconomic status, many of which are
under the poverty line and rely immensely on services such as the Elderly
Services Program (ESP) and other social programs aimed at assisting older
adults. Likewise, many of the clients dwell in low income independent living
facilities for older adults or
adults with disabilities in the
Hamilton, OH area. Hamilton is
the county seat with a large
populous as well as the home of
Community First Solutions and
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Partners in Prime, the parent
companies of UPLIFT. The
clients are from an array of
genders, races and ethnicities
mirroring the diversity of
Butler County and City of
Hamilton as a whole but the
predominant race and gender
that uses UPLIFT is white females.
Through my contribution project it can be theorized that the social
construction of age will be reinforced with positive ideologies from my
gerontological background, with my understanding of the life course
perspective and how certain events within one’s life can determine their health
outcome in their later years. Yet, I would like to point out that the services
offered by UPLIFT were accentuated in my marketing campaign to be
applicable to anyone fifty years of age or older. This includes middle aged
adults who feel the comfort of their home is a better atmosphere for therapy
sessions, this also includes older adults, but it seemed that the old marketing
did not target the young-old population and the baby boomers properly. This
was one of the main reasons
for my want to implement
a Facebook
advertisement, for it has been
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cited that marketing to older adults via the internet is crucial in modern times
because their use of technology is skyrocketing and advertising to older adults
needs to be integrated to reach a maximum audience (Moschis, 1992).
The social location of the individuals using UPLIFT varies but it is certain
that their socioeconomic status is low as many of the recipients are Medicaid
recipients who do not have the fiscal means to be charged for the services that
UPLIFT provides. As previously mentioned, UPLIFT is based upon a sliding fee
scale based on
household
income and it is
funded publically
to supplement
the costs of the
services. One of
the biggest social
risk factors of
depression is stress and it is known that people living in low income areas
suffering financially are more prone to depressive symptoms as well as other
chronic illnesses. Preventative factors to developing depression include a high
socioeconomic status, satisfactory physical health status, higher education
levels, and social support systems (Fike, 2010). Unlike socioeconomic status,
racial differences are not as polarized. There is a multitude of older adults who
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are Caucasian and African
American who receive therapy
from UPLIFT along with other
races that make up the Butler
County area, primarily in
Hamilton, where the
population is diverse. In a
longitudinal study covering
mood disorders within older adults it was seen that women have significantly
higher rates of mood and anxiety disorders when compared to men (Byers,
2010). This positively correlates with the social location of UPLIFT, with a higher
level of women clients than male clients. In my contribution project the
presentations should include explanations that women are more common to
have depression and
to plea for female
referrals. It should
also be reflected in
the imagery on the
literature that women
are the primary
populous of UPLIFT
clientele. Although
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appealing to the social location of the
individuals that are already present in UPLIFT
is important, it is crucial to appeal to
those who have a higher socioeconomic status and high education level, those
who are male and any race or ethnicity, for depression does not discriminate
and all walks of life are susceptible. One connection that was present with my
contribution project was the inclusion of long term care facilities on the list of
public outreach locations. This is because long
term care facilities have a high level of
depression in their residents and these
individuals are generally more well off than the typical client using UPLIFT, and
they could benefit equally from the services offered. Berkeley Square and
Westover Retirement Community are both operated by Community First
Solutions through their ownership of Colonial Services, yet UPLIFT lacks a
presence in either facility.
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Sociohistorical Contexts
Today, we are experiencing a unique aging population with the baby
boomers reaching old age, and this is resulting in the largest old adult
population in history. Linking with this trend we also have the most capable old
adult population, working into later life and interacting with younger
generations. With this cohort being so capable they are using technology and
adapting to modern times,
attempting to keep up with
the current technological
revolution that the world is
experiencing. Keeping up
with technology means
keeping up with the
internet. This opens up a market population that has never been experienced
and allows for a larger broadcasting radius. To incorporate this sociohistorical
evolution into my contribution project I orchestrated and implemented the
Facebook advertisement with the marketing team in an effort to spread the
message of UPLIFT to the baby boomers and beyond with social media, which
reaches a tremendous audience. The downside of technological advances are
the stresses that come with them, when older adults cannot grasp and use it
easily. These stresses can cause worsened depression symptoms and trigger
anxieties.
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Theoretical Application
Within UPLIFT person-
centered care theory is
practiced heavily, allowing for
client’s personal development.
We meet at the location of
their choice and focus on their
needs individually to
successfully treat depression
and/or anxiety and the
symptoms associated with the disorders. Person centered care puts the
individual and their family
in the center of the
process. It is not
necessarily about
changing healthcare
routines, but about
changing an individual’s
routines and lifestyle
choices. Person-centered
care gives an individual
approach in the treatment
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process and it makes a
positive support for
personal growth and
recovery when treating
mental health disorders
(Adams, 2005). The
individual is in charge of
developing a plan of action
for their improvement with the help of a wellness care manager. It is oriented
around “stating the case, creating a solution, and making it happen (Adams,
2005).”
Person environment fit theory explains that the effects of the
environment impacts a person’s health. The environment can be interpreted as
stressful life events, daily stressors, and chronic stressors such as role conflict.
Roles and role transitions, too many roles or too few roles, can be stressful on
an individual and this stress
can spur health inequities such
as depression (Edwards &
Cooper). Stress does not arise
from people and their
environment separately, but
rather from their fit together.
Much of the research
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regarding person environment fit theory revolves around studying stress and
researching the effects that are felt by said stress. Sometimes people do not
have the ability to meet the demands of their day to day life; their environment
needs to supply them with the tools to achieve an end to their means. These
supplies could be food, shelter, money, or social support, but it can also be
adequate healthcare resources such as access to programs like UPLIFT which
will enable them to lead a normal life (Edwards & Cooper).
The successful
aging theory applies
directly to the UPLIFT
program because with
the UPLIFT services an
individual could be
enabled to age in place
and have a promotion
of well-being. The mission of the program is to improve one’s depression or
anxiety symptoms through an individual’s involvement in daily activities. To
improve depression symptoms, the clients work with their therapists to figure
out what is causing their depression. Following this diagnosis, they work
together on a plan to recuperate symptoms. Improving depression and anxiety
symptoms benefit individuals physically, mentally, and spiritually and follows
with an improved life outlook.
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Learning About Aging and Older Adults
Throughout the internship experience there was a great
amount of knowledge to be obtained pertaining to an
organization that caters to the older adult population.
Primarily, it was a learning opportunity
for administrative and business
aspects of a program or company. There is a
hierarchical structure that controls the operations of a company, but it happens
in a democratic, cooperative manner within board meetings for either segment
of the company to discuss and idealize future prospects of the organization.
Further, they take into consideration with every decision how it will reflect on
UPLIFT, Community Behavioral Health, or Community First Solutions.
Relationships are crucial for health and well-being. Relationships can be lost or
constrained in later life and
UPLIFT is marketed to display
the relationships between
Wellness Care Managers and
clients, as well as the
relationships between the
clients and their family,
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friends, and peers. Marketing
with imagery pertaining to
relationships can draw in the
consumer, the older adult
population of Butler County
(Nussbaum, 2004).
Due to socializing and
word of mouth
communication, it is crucial to maintain and portray a positive image of UPLIFT.
In older age, social networks grow smaller ,but bonds grow tighter; referrals are
numerous, and recommendations from peers are taken into gracious
consideration (Nussbaum, 2004). When marketing to older adults, it is equally
important to emphasize aging in place because this is the main desire of most
consumers (Nussbaum, 2004). Just as important as spreading the message of
UPLIFT with presentations and literature distribution, an online presence is
crucial. Older adults are
beginning to use computers
at a faster rate than any other
generation and they turn to
the internet as a social tool to
seek healthcare services
along with other reasons to
search the web. Older adults
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are also experiencing a
decline in fine motor skills
such as eyesight, thus
advertisements need to
accommodate these changes
(Wagner et al., 2010).
Although marketing to the
older adult population is
complex, it is not that much different than marketing to the younger population.
“An important objective in marketing to older consumers is increasing their life
satisfaction through successful exchange [of services] (Nussbaum, 2004).”
In older adults, depression and anxiety are prevalent and they can impair
one’s ability to live a normal life. Correlating with the person environment fit
theory, there are symptoms of strain such as overeating, smoking, overusing
healthcare resources, and absenteeism. “When such responses constitute risk
factors for disease, as in
the case of smoking,
overeating, and elevated
blood pressure, the
cumulative experience of
strains over time can lead
to mental and physical
illnesses such as chronic
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depression, hypertension, coronary
heart disease, peptic ulcer, and cancer
(Edwards and Cooper).” Alternatively,
a sustainable, well-fitting person
environment connection could be
beneficial to one’s health.
One factor of depression that is unique is that organizational religion can
be associated with depressive symptoms, whereas subjective religiosity is not
generally associated with such depressive symptoms (Soloman, 2014).
Increased church attendance is found to be associated with fewer depressive
symptoms (Soloman, 2014). Despite this fact, my contribution project focused
heavily on orchestrating public outreach with the church community because
the older adult
community as a
whole has a high
level of religiosity
and because of the
advice and referrals
that are present in
churches. Although
depression is less prevalent among older adults than younger adults, over half
of the cases of depression are spurred in later life. In a study on older adults
with anxiety disorders and mood disorders, anxiety disorders were found to be
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a higher risk than mood disorders across all age groups and there was no
significant variation between race/ethnic groups (Byers et al., 2010). Anxiety
and mood disorders such as depression have an association with poorer health
outcomes but they are treatable. It is associated with immune distress and
morbidity in older adults (Bryant, 2008).
Despite depression being less likely in the later years and a decline in
suicide rates in recent years, suicide rates are still higher in older adults than in
younger adults and they’re
more closely tied to
depression (Fiske, 2009).
With younger adults being
more likely to be depressed,
it’s crucial for UPLIFT to
target the middle age and
young-old population (50+)
which is a cohort lacking in UPLIFT’s current clientele. Catching and managing
depression and anxiety early on can be beneficial because the ailments are
associated with lower quality of life and increased disability in later life (Thorp
et al., 2009). Likewise, there is an increased risk of suicide in anxiety disorders
alone, such as seasonal anxiety or general anxiety disorder, a risk that is much
higher than previously anticipated (Thorp et al., 2009).
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Conclusion
Overall, my experiences working at UPLIFT was phenomenal and I
learned a substantial amount about gerontology, mental disorders, and most of
all, marketing. I was granted the opportunity to orchestrate and begin a
marketing campaign to increase clientele, build relationships, spread the word
of UPLIFT, and make the community aware of its services. Older adults suffer
from depression and anxiety more frequently than people consider and it’s
often overlooked. This has a negative impact on an individual’s life course and
it poses risks to their mental and physical health. Marketing the program is not
for the benefit of making a profit, but rather to benefit the populous and to
successfully treat the maximum number of older adults in the Butler County
region. With the services being free to most clients, there is little to deter an
individual who is suffering symptoms of depression from trying out the therapy.
For friendly, effective depression and anxiety treatment, the UPLIFT service is
a beneficial tool to anyone who is eligible. If granted the opportunity to
continue working for UPLIFT, or to do this project over again, I would do so
without question. For the future, this internship furthered my administrative
experience, my knowledge as a gerontologist, and introduced me to the field
of mental health which has spurred a desire for further experience in the field.
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Resources
All images were legally obtained via shutterstock.com
Adams, N., & Grieder, D. (2005). Treatment planning for person-centered care:
Shared decision making for whole health. Burlington, MA: Elsevier
Academic Press.
Bryant, C., Jackson, H., & Ames, D. (2008). The prevalence of anxiety in older
adults: Methodological issues and a review of the literature. Journal of
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Byers, A. L., Yaffe, K., Covinsky, K. E., Friedman, M. B., & Bruce, M. L. (2010).
High Occurrence of Mood and Anxiety Disorders Among Older Adults.
Arch Gen Psychiatry Archives of General Psychiatry, 67(5), 489.
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Ciechanowski, P., Wagner, E., Schmaling, K., Schwartz, S., Williams, B., Diehr,
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Edwards, J. R., & Cooper, C. L. (n.d.). The Person-Environment Fit Approach to
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Fiske, A., Wetherell, J. L., & Gatz, M. (2009). Depression in Older Adults.
Annual Review of Clinical Psychology Annu. Rev. Clin. Psychol., 5(1),
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Moschis, G. P. (1992). Marketing to older consumers: A handbook of
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Nussbaum, J. F., & Coupland, J. (2004). Handbook of communication and
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Rogers, W. A., & Fisk, A. D. (2002). Human factors interventions for the health
care of older adults. Mahwah, NJ: Lawrence Erlbaum Associates.
Solomon, Monica D'adrianne, "Religiosity, Spirituality, and Depressive
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Graduate Theses and Dissertations.
http://scholarcommons.usf.edu/etd/5129
Thorp, S. R., Ayers, C. R., Nuevo, R., Stoddard, J. A., Sorrell, J. T., & Wetherell,
J. L. (2009). Meta-Analysis Comparing Different Behavioral Treatments
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882. doi:10.1016/j.chb.2010.03.029
