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Dear UF Department of Psychiatry,
We are excited to recommend our comprehensive campaign plan to help your de-
partment strengthen its brand identity and increase understanding about its services.
Thank you for giving us the opportunity to design this plan, which we have developed
over the course of four months.
After analyzing the beliefs and attitudes of residents and graduate students in Alach-
ua County, our team discovered valuable information about how your department is
perceived by its publics. Research demonstrates that the UF Department of Psychiatry
has an opportunity to increase its presence in the community and strengthen its brand
identity, which is especially important as you continue adapting to the new UF Health
brand.
To help your department better connect to these publics, we have crafted strong
goals, objectives, strategies, and tactics. We believe this plan will ensure the best and
most effective results for your department.
To further discuss our campaign design, including any questions you may have, feel
free to reach out to us. We wish you the very best with this campaign.
Sincerely,
The New Wave Group
Agassy Rodriguez, Moriah Camenker, Kelsey Martinez,
Jesslyn Wade, Leland Henry, and Kaitlyn Wilson
4. 4
MEET THE TEAM
AGASSY RODRIGUEZ
ACCOUNT EXECUTIVE
LELAND HENRY
DIRECTOR OF PUBLIC RELATIONS
MORIAH CAMENKER
DIRECTOR OF COPYWRITING
JESSLYN WADE
DIRECTOR OF RESEARCH
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KAITLYN WILSON
DIRECTOR OF CREATIVE SERVICES
KELSEY MARTINEZ
DIRECTOR OF MEDIA
THE NEW WAVE GROUP
PUBLIC RELATIONS CAMPAIGN TEAM
6. 6
EXECUTIVE SUMMARY
The New Wave Group is eager to present our campaign plan for the UF Department of Psychiatry in
the College of Medicine, which provides important mental health services to patients throughout the
Southeast. Based on our primary and secondary research, as well as our conversations with our client,
we designed the “Get Psyched” campaign.
After meeting with the department’s marketing manager to discuss current needs, we learned that the
department faces some communication challenges. Most notably, a recent rebranding campaign—UF
Health—has interrupted the department’s usual marketing and public relations efforts. The rebrand,
which affects all departments in the university’s health system, has affected how the department han-
dles its communication efforts.
The client also conveyed to us that the department currently has no method to determine the effec-
tiveness of its current communication efforts, which includes television commercials, brochures, pam-
phlets, and social media outreach. Through our surveys and focus groups, we were able to determine
the general awareness levels of the participants in regards to the department and its services. We also
gained valuable insight about ways the department could effectively reach out to its publics.
Based on our research, we learned that 18-25 year-olds in Alachua County are especially unfamiliar
with the department. Participants living in the Southwest region of Alachua County were also widely
unfamiliar with the department and its services.
To achieve our overarching goal of strengthening the department’s brand recognition and increasing
awareness about its services, our campaign plan targets both students and non-students in Alachua
County. Specifically, our goal for the “Get Psyched” campaign is to increase awareness about the UF
Department of Psychiatry’s services from about 20 percent to 40 percent among 18-25 year olds living
in the Southwest region of Alachua County by December 2016.
Our campaign focuses on helping the department to engage with the community and generate ex-
citement and appreciation for its services. By positioning itself as a valuable and helpful resource in
Alachua County, the department will raise awareness and improve its brand identity.
While we are unable to implement the campaign ourselves, we do recommend that the department
takes advantage of its close proximity to the College of Journalism and Communications and enlists
the help of public relations and social media interns.
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BACKGROUND RESEARCH
I N T R O D U C T I O N
The UF Health brand is not just a new name, it’s a new era. In an increasingly competitive environment,
academic medical centers are racing to rise above their rivals and establish prestigious reputations.
In May 2013, the University of Florida Health Science Center and Shands HealthCare unveiled a new
branding campaign that would set them apart on a national scale—and for this reason, UF Health
emerged. The rebranding initiative gives a memorable name to all of the different hospitals, medical
school departments, research institutes and physician practices of UF and Shands, and it helps the
system as a whole stand out among its statewide and national competitors (Fellow, 2013).
One month before UF Health coordinators unveiled the new brand, the state legislature announced
UF as one of the most promising research universities in Florida. In an effort to advance UF as one
of the top 10 public universities in the country, lawmakers voted to steadily increase funding for UF’s
various research projects. With more money from an additional $800 million fundraising campaign, UF
was well-equipped to quickly approach Top 10 status (Sherburne, 2014). The later introduction of the
new UF Health brand, which occurred soon after the announcement of UF’s rising preeminence, was
no coincidence. The new name reflects the fact that as UF rises in excellence, the UF Health system
will also rise in the eyes of the national medical community.
Though the UF Health branding campaign seeks to capitalize on the excitement surrounding UF’s
rising excellence, it has created challenges for the Department of Psychiatry in the College of Med-
icine. When UF Health replaced UF&Shands as the new brand for the university’s health system, it
transformed the way the College of Medicine—and all of its departments—market themselves to the
nation. This has not been a smooth transition for the Department of Psychiatry, and it has affected
the way it communicates with its publics. Issues with project deadlines, confusion about individual job
roles, and branding inconsistencies (including constant logo switches) have slowed down the depart-
ment’s communication efforts and might be negatively affecting how its publics perceive the services.
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As with any rebranding campaign, it is extremely important for the Department of Psychiatry to evalu-
ate how its audiences are reacting to the changes. Branding inconsistencies and different communica-
tion tactics might be weakening the department’s brand, and they also might be negatively impacting
the effectiveness of its outreach. Additionally, because the department currently has no method for
determining the success of its marketing and communication strategies, it is not adequately prepared
to solve issues that new branding campaigns usually cause.
The purpose of this campaign is to determine how the Department of Psychiatry can most effectively
communicate with Alachua County residents, as well as how it can establish a strong brand identity. In
doing so, the department will increase understanding about its services, strengthen its reputation and
fully benefit from the rising preeminence of UF.
S I T U AT I O N A N A LY S I S
P R O B L E M S TAT E M E N T
Since the introduction of UF Health as the new brand to replace UF&Shands in May 2013, the Depart-
ment of Psychiatry has experienced some difficulty in adjusting to the change. Internal confusion and
branding inconsistencies are affecting the quality and frequency of the department’s communication
efforts with its publics. Additionally, as the department continues developing its relationship with UF
Health, its brand identity may be threatened among its publics.
M I S S I O N S TAT E M E N T
The Department of Psychiatry aims to provide a broad educational experience in a multifaceted pro-
gram while delivering quality care, backed by cutting edge research and exceptional customer ser-
vice. The department achieves its mission by providing treatment for mental health disorders, ad-
diction, pain management, eating disorders, and obesity, and it leads the Southeast in innovative
evidence-based treatment programs. Additionally, the department’s McKnight Brain Institute, which
uses the world’s most powerful imaging magnets, is an international leader in brain research.
C O M M U N I C AT I O N G O A L
The overall communication goal is to improve how the Department of Psychiatry communicates with
members of Alachua County and informs them about the department’s services. Through achieving
this goal, the department will also ensure that it is maintaining a strong brand identity with its publics.
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BACKGROUND RESEARCH
C O M M U N I C AT I O N T O O L S
The University of Florida Department of Psychiatry uses a wide range of communication tools to reach
its publics, including its patients, employees, and potential patients.
• Externally: The department mostly uses social media to communicate with current and former pa-
tients. The Internet also serves as the department’s primary medium of communication to publics.
The department has three active social media accounts—a Facebook page, a Twitter account, and
a YouTube account—as well as a website, which is updated on a daily basis (See table on page 6).
The department’s website, which is linked and hosted through the University of Florida’s website,
is used to send out press releases, department news updates, and information on events.
• The department posts on Facebook about two to three times a day, sharing photos, articles from
UF health professionals, and other health-related articles from outside sources.
• The department posts on Twitter about one to two times a day to its 517 followers, and it currently
follows 673 people.
• YouTube videos include lecture series videos, press conferences, interviews, and other information
sessions by doctors and physicians. The department has not posted a video since March 6, 2015 .
• The department also uses published materials such as brochures and pamphlets to communicate
to patients and potential patients. These materials are produced onsite in the department. The
materials include information on certain services the department offers, as well as upcoming event
and contact information.
SOCIAL MEDIA FOLLOWERS
UF DEPARTMENT OF PSYCHIATRY
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M E D I A C O V E R A G E
UF Health and the Department of Psychiatry both posted informative materials about the UF Health
rebrand on each of their websites. Under the “Fact Sheets & Name Change” tab and the “Strategic
Plans” tab, the UF Health’s website lists detailed plans and videos that describe the updated relation-
ship between the two entities. This includes ad campaign samples, a FAQ tab, full videos of the launch
event, and contact information for publics and the general public who seek additional information.
(Fact Sheets & Name Changes, n.d.) The department’s website has links to this information under its
“About Us” section, its RSS feed, and other news feeds located on the bottom of the homepage.
Articles about UF Health and the Department of Psychiatry becoming a unified brand were published
both by UF affiliated and state and local media sources. Examples of these media sources include
Health Leaders Media, the Independent Florida Alligator, the Gainesville Sun, and Florida Physician
Online. These articles reported in depth about the UF Health rebranding campaign, explaining that
the new brand was not a merger, what the new logo would look like, and what this would mean for
patients (UF Health: More than just a name change, June 2013).
Articles discussed both positive and negative side effects of the UF Health rebranding process. For ex-
ample, UF Post, a monthly newsletter produced by UF Health, released an article in June 2013 stating
the new brand is focused on delivering “high-quality, patient-centered care resulting in outstanding
outcomes” (UF Health: More than just a name change, June 2013). UF Post also ensured readers “this
change will not affect the patient-physician relationship” (UF Health: More than just a name change,
June 2013). However, the Florida Times-Union published an article that addressed possible marketing
risks from the UF Health rebrand. This article explained the cost of the rebrand, the “opportunity to
create space between their brand and the competition’s brand,” and perception of the name change
to the general public (The brand change from Shands to UF Health for Jacksonville hospital has mar-
keting risks, May 30, 2013).
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BACKGROUND RESEARCH
P U B L I C S
With a focus on research, education and clinical care, the Department of Psychiatry must juggle mul-
tiple national, statewide and local publics. For the purpose of this campaign, the department’s main
publics are its current, previous and potential patients, as well as members of Alachua County who
might have a general interest in the department. Due to the variety of its services, the department
targets people of all age groups:
• Patients and their families: The Department of Psychiatry oversees a variety of clinical centers fo-
cusing on general psychiatry, child psychiatry, and addiction psychiatry. It also provides recovery
and treatment centers for people struggling with eating disorders and drug and alcohol addiction.
Patients, previous patients and their family members directly benefit from these programs, educa-
tional and clinical resources, as well as the research, that the department provides.
Generally, the Department of Psychiatry may also focus on these publics:
• UF College of Medicine: The College of Medicine has 26 departments, which include 1,130 faculty
members and 1,067 residents and fellows. The Department of Psychiatry has 88 faculty members.
All of them can be considered employees of UF Health, which has 22,000 employees in total.
• Relevant organizations and associations: Numerous mental health organizations benefit from the
Department of Psychiatry’s research efforts. They include the National Institute of Mental Health,
National Alliance on Mental Illness, American Society of Addiction Medicine, Florida Alcohol and
Drug Abuse Association, National Association of Addiction Treatment Providers, and the Sub-
stance Abuse and Mental Health Services Administration. These are mostly statewide and national
publics.
• Alachua County residents/potential patients: According to the Florida Demographics website
(2013), Alachua County can be described in these demographic terms:
· Alachua County is the 23rd highest populated country in Florida, with 253,451 people
· Racial/Ethnic groups: White (63.0%), Black (18.8%), and Hispanic (8.9%)
· Median household income: $38,454
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S W O T A N A LY S I S
S T R E N G T H S
• Strong reputation: As one of the country’s largest multifaceted programs located within a major
academic medical center, the department is nationally recognized for its innovative research.
• International recognition of McKnight Brain Institute: The institute is critically acclaimed for its
digital advancements, and it boasts some of the strongest imaging research magnets in the world.
• Variety of services: The Department of Psychiatry not only provides cutting-edge research and
thriving educational programs, but it also provides a wide variety of clinical treatments, recovery
centers and services for patients. Additionally, its recovery center has the most faculty members in
the country that specialize in addiction psychiatry and addiction medicine. (Department of Psychi-
atry, n.d.)
W E A K N E S S E S
• Internal communication issues: The introduction to the new UF Health brand has altered roles, re-
sponsibilities and expectations for the department’s marketing and public relations teams. The lack
of effective communication between these two groups—UF Health and the Department of Psychi-
atry—is severely slowing down marketing efforts and weakening the impact of the department’s
strengths. For instance, it can take weeks for a simple brochure to be approved.
• Lacking social media efforts: Though the department posts daily on Twitter and Facebook, its
social media efforts could vastly be improved. Its research discoveries and educational events are
not thoroughly discussed on social media, especially on its YouTube account—which has not been
updated in six months.
O P P O R T U N I T I E S
• Communication opportunities: As the department continues undergoing the UF Health rebranding
campaign, it can use the situation as an opportunity to evaluate how the Gainesville community is
reacting to the changes. In doing so, the department can determine the best ways to inform com-
munity members about its brand and its services.
• University of Florida’s rising preeminence: The Department of Psychiatry’s research efforts—most
notably the neuroscience research that takes place in the McKnight Brain Institute—have been
recognized as a powerful asset in the university’s quest for national preeminence. The Department
of Psychiatry can capitalize on the interest and excitement surrounding UF’s path to preeminence.
14. 14
T H R E AT S
• Uncertain economic and political climates: As the national healthcare system continues to undergo
reform, academic medical centers face many challenges. Smaller profit margins and decreased
federal funding for research are difficult to overcome, and they may harm the Department of Psy-
chiatry’s efforts to achieve all components of its mission (Sherburne, 2014).
• Branding inconsistency: The department’s new association with UF Health has unfortunately result-
ed in branding inconsistency across its marketing and public relations efforts. UF Health’s logo and
the department’s old logo are sometimes used interchangeably in brochures and press releases,
which may cause confusion among various publics.
C O M P E T I T O R S
The department’s competitors have faced similar branding challenges. The University of South Florida
Health and University of Miami Health have successfully implemented their new brands and are now
in a stronger position to compete with the Department of Psychiatry.
University of South Florida Health: To strengthen USF Health’s brand recognition among its publics,
the university developed a set of identity graphics—including a logo, signature colors and a type
font—for its print materials, website and social media outlets. The marketing and communication
team consistently uses the set of identity graphics in order to reinforce their brand. Also, USF Health
focuses on staying connected with the community. It has a community engagement team that partners
with organizations throughout the Tampa Bay area.
University of Miami Health: To promote the university’s new brand, UM Health focuses on its marketing
communication efforts. UM Health developed a marketing toolkit, which includes a logo, PowerPoint,
flyer, business cards, and stationery templates. The marketing toolkit guarantees that the marketing
and communication team is consistently using the new visuals. Also, UM Health promotes its new
health system through several communication channels. The university pitches to mass media outlets,
broadcasts commercials and has billboards throughout the Miami area.
BACKGROUND RESEARCH
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R E S E A R C H A N AY L S I S
The New Wave Group developed an online survey for Gainesville resi-
dents to complete. The survey evaluated participants’ knowledge of the
Department of Psychiatry and the ways they prefer to receive informa-
tion from their healthcare providers. Additionally, we conducted two
focus groups to further understand how Gainesville residents feel about
the Department of Psychiatry, its brand and communication efforts.
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PHASE ONE: SURVEY
S U R V E Y M E T H O D O L O G Y
We conducted a survey through Qualtrics, an online survey software, the questions for which can be
found in the appendix. To receive immediate responses, the survey was designed to be completed
within five minutes. The survey opened on March 15, 2015 and closed on March 23, 2015 and re-
ceived a total of 186 responses in the 8 days it was active.
S A M P L I N G P R O C E D U R E
CONVENIENCE SAMPLING
We used the convenience sampling method by recruiting participants in the Downtown Gainesville
area and the Oaks Mall, two locations that attract Gainesville residents from all parts of town. Partici-
pants completed the survey on printed copies and electronic tablets.
Additionally, we shared the survey on our personal social media sites, which included our Facebook
and Twitter pages. We also distributed the survey link in Facebook groups and pages that attract grad-
uate students living in Gainesville. Additionally, the Department of Psychiatry shared the survey on its
social media sites, which included Facebook, Twitter and Google +.
SURVEY SECTIONS
The survey consists of three sections focusing on awareness, communication efforts and demograph-
ics. Section one assessed the participants’ awareness of the Department of Psychiatry. Section two
assessed how participants like to receive information, and section three addressed demographic in-
formation.
RESPONDENT PROFILES
Respondents’ Regions
• 36 percent (n=65) reside in Southwest Gainesville
• 23 percent (n=41) reside in Northwest Gainesville
• 15 percent (n=27) reside in Southeast Gainesville
• 15 percent (n=26) reside in Northeast Gainesville
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Respondents’ Gender
• 61 percent (n=109) were female
• 37 percent (n=67) were male
Respondents’ Age
• 56 percent (n=100) were 18 to 25 years old
• 20 percent (n=36) were 26 to 39 years old
• 7 percent (n=13) were 40 to 50 years old
• 15 percent (n=15) were 51 years old or older
Respondents’ Level of Education
• 56 percent (n=101) Bachelor’s degree or higher
Respondents’ Race/Ethnicity
• 70 percent (n=124) were Caucasian
• 17 percent (n=30) were Hispanic/Latino
• 6 percent (n=11) were African American
• 3 percent (n=6) were Asian Pacific Island
Respondents’ Household Income Levels
• 13 percent (n=4) had an income of $10,000 or less
• 12 percent (n=21) had an income between $10,000 and $29,999
• 19 percent (n=34) had an income between $30,000 and $59,999
• 20 percent (n=35) had an income between $60,000 and $99,999
• 18 percent (n=32) had an income of $100,000 or highere.
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PHASE ONE: SURVEY
F I N D I N G S
SECTION 1: AWARENESS OF THE UF DEPARTMENT OF PSYCHIATRY
According to our research, only 31% (n=57) of respondents were aware of the Department of Psychi-
atry.
More specifically, when asked with which psychiatry services they are familiar, 47% (n=88) of partici-
pants said “none.” Adult Psychiatry was the most identified service, with 34% (n=63) of respondents,
followed by sleep medicine with 28% (n=52), addiction medicine with 24% (n=45) and weight man-
agement with just 14% (n=27).
A 67% (n=124) majority of respondents stated they had not heard of the department through any com-
munication channels. The most commonly identified communication channels were “word of mouth,”
chosen by 14% (n=25) of respondents, followed by online channels with 10% (n=19) of respondents.
SECTION 2: COMMUNICATION EFFORTS
When asked if they had received any informational materials from the department, 89% of respon-
dents (n=165) said no. Of the 5% (n=9) who said yes, 35% (n=7) said they had received brochures
through the mail. The vast majority of respondents had also not seen any of the department’s infor-
mational material on social media, with 94% (n=171) reporting “no” and only 6% (n=11) reporting yes
through Facebook.
When asked how participants prefer to receive information from their current healthcare providers,
45% (n=82) chose email, while only 19% (n=35) chose brochures. Respondents were also asked how
often they would like to receive information. Thirty four percent (n=62) answered that they would like
to hear from their healthcare providers monthly, and 33% (n=61) preferred the information to be sent
quarterly.
The most common choice in identifying organizational affiliations was “not sure.” Forty percent of
respondents were unsure of any affiliations (n=72) and 20% (n=36) incorrectly identified UF&Shands
as an associated organization. However, 32% (n=58) correctly choose UF Health as an affiliation orga-
nization.
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STATISTICALLY SIGNIFICANT FINDINGS
• We found a significant relationship between Alachua County regions and the familiarity with the
UF Department of Psychiatry, p < .05. Among those who live in the Northwest region, 45% (n=17)
are familiar with the department while only 22% (n=13) of those who live in the Southwest region
are familiar (Appendix A).
• We found a significant relationship between age groups and the familiarity with the UF Department
of Psychiatry, p < .05. Among those who are 26 years of age or older, 44% (n=31) are familiar with
the department whereas only 26% (n=24) of respondents between 18 and 25 years old are familiar
(Appendix B).
SURVEY RESEARCH CONCLUSION
In summary, most survey respondents were unaware of the Department of Psychiatry, had not received
any informational materials from it, and had not seen any of the department’s communication efforts.
Many respondents were also unsure about the department’s affiliation with UF Health, which implies a
weak brand recognition. Our results strongly indicate that the department may be suffering from lack
of awareness and lack of understanding of its services. Additionally, it appears that the department’s
communication tactics are not as effective as they could potentially be with stronger choices in com-
munication vehicles and messages.
We also found that those in the Southwest region are least familiar with the UF Department of Psy-
chiatry. Furthermore, we found that 71% of respondents ages 18 to 25 live in the Southwest region.In
this age bracket, only 26% of respondents stated familiarity with the department. This indicates that
students are among the least aware respondents. Although not all respondents in the 18 to 25 age
bracket are students, we can speculate that a large majority are either undergraduate or graduate stu-
dents with the presence of such a large university in Gainesville.
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PHASE TWO: FOCUS GROUPS
F O C U S G R O U P M E T H O D O L G Y
The New Wave Group conducted two focus groups to further analyze our publics in a qualitative way.
We conducted the first focus group on Tuesday, March 17, at 5:30 p.m. in the conference room 3112
at the University of Florida College of Journalism and Communications. We conducted the second
focus group on Wednesday, March 18, at 6 p.m. in the same location. We asked the participants
open-ended questions (Appendix C) and presented them with printed materials. Before we began
the focus group, we asked each participant to read and sign a release form (Appendix D). Each focus
group lasted about one hour (See Appendix G for complete focus group transcriptions).
S A M P L I N G P R O C E D U R E
CONVENIENCE SAMPLING
We used convenience sampling by recruiting UF graduate students and Gainesville residents on our
survey and social media sites, which include our personal Facebook and Twitter pages.
PARTICIPANTS
Focus Group 1 (FG1))
Participant 1: Male, 25, Southwest Gainesville, UF Graduate Student
Participant 2: Female, 26, Southwest Gainesville, UF Graduate Student
Participant 3: Male, 27, Southwest Gainesville, Events Coordinator
Participant 4: Female, 24, Northwest Gainesville, Program Coordinator
Participant 5: Female, 28, Northwest Gainesville, Public Relations and Marketing Manager
Participant 6: Male, 25, Southwest Gainesville, UF Graduate Student
Participant 7: Female, 25, Southwest Gainesville, UF Graduate Student
Focus Group 2 (FG2)
Participant 1: Male, 35, Southwest Gainesville, Athletics Manager
Participant 2: Female, 24, Southwest Gainesville, Elementary Teacher
Participant 3: Female, 22, Southeast Gainesville, Sales Associate
Participant 4: Male, 27, Southwest Gainesville, UF Graduate Student
Participant 5: Male, 24, Northeast Gainesville, UF Graduate Student
Participant 6: Male, 35, Southwest Gainesville, UF Graduate Student
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F I N D I N G S
SECTION 1: AWARENESS OF THE UF DEPARTMENT OF PSYCHIATRY AND
ITS SERVICES
The majority of focus group participants stated that they were unaware of the department’s existence.
When asked what comes to mind in regards to the UF Department of Psychiatry, most of the partici-
pants voiced a confusion about its potential academic function within the University of Florida as well
as its place in the medical community. Some of the participants were particularly unsure of the context
around the word “department.”
• Participant 2 (FG1): “I don’t know what to think; I don’t know if it’s like a study area or a place to
seek help. I literally know nothing.”
• Participant 2 (FG2): “I was trying to also figure out if it was an academic thing as opposed to it be-
ing strictly a health program.”
• Participant 4 (FG2): “I looked them up online, but again, I was also confused at where the depart-
ments are located and how they are associated with UF.”
• Participant 2 (FG1): “Well the word ‘department’ in a school setting is sometimes used as depart-
ment of education, department of law… I don’t know what department even means in this setting.”
• Participant 3 (FG2): “Well, when I was first approached with this project, I wasn’t really sure if the
UF Department of Psychiatry was a sort of academic department of psychiatry, or if it was a health
department associated with Shands. So my first thought was confusion.”
SECTION 2: ORGANIZATIONAL ASSOCIATIONS WITH THE UF
DEPARTMENT OF PSYCHIATRY
Most participants were unaware of the association between the department and UF Health. A few par-
ticipants did correctly make this association, but they were unsure about the nature of the relationship
between UF Health and the department.
• Participant 5 (FG1): “Just Shands hospital in general, like the connection with College of Medicine
and the healthcare system here in Gainesville.”
• Participant 1 (FG2): “I didn’t know if someone’s major might be under the Department of Psychi-
atry; or if it could be part of UF Health, or if there are doctors who work under the Department of
Psychiatry.”
• Participant 3 (FG2): “It’s all under UF Health now, right? So, everything under UF Health I guess.”
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PHASE TWO: FOCUS GROUPS
F I N D I N G S C O N T I N U E D
SECTION 3: EXISTING COMMUNICATION EFFORTS FOR THE UF
DEPARTMENT OF PSYCHIATRY
The majority of participants were not familiar with the Department of Psychiatry’s communications ef-
forts. Most participants concluded that the communication efforts were very ineffective because they
had not seen any tactics.
• Participant 1 (FG1): “...I don’t think its very prevalent to the common student here at the University
or the common Gainesville resident, even. Having been in Gainesville 7 years, I don’t think I’ve
ever seen anything associated with the Department of Psych.”
• Participant 5 (FG2): “I can’t, like, think of anything that pops out to me that’s like that’s clearly them
reaching out and trying to communicate with me.”
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SECTION 4: PRINTED MATERIALS FROM THE UF DEPARTMENT OF
PSYCHIATRY
During the focus groups, participants reviewed some printed materials from the department, such as
brochures, postcards and pamphlets. Overall, participants did not identify with the materials. Their
main concerns were the dark colors, lengthy text and stock photos.
Participant 3 (FG1): “Similarly, the first thing I was looking for was what are the symptoms? And, not
having any experiences with depression as well or knowing anyone who suffers from it, I was looking
for ‘what are the symptoms’. And they were on the left panel, but my eyes were really stuck on that
middle. And it wasn’t until maybe the third version of that until I actually looked at the actual symp-
toms.”
• Participant 5 (FG1): “They all have stock photos, it’s probably hard in medicine not to have stock
photos…They all have a very stock photo feel to them. These aren’t real people, these are stuff
from whatever.com.”
• Participant 2 (FG2): “Oh, I thought it was for sleep. I guess I didn’t read it. Well, I have problems
with the dark blue. As soon as I looked at it, I automatically didn’t read what was on it.”
• Participants 3 (FG2): “Along with the font, those headings are probably kind of important, so, when
I look at that, I don’t see headings, I just see overwhelming text.”
• Participant 2 (FG1): “I think white looks clean. And you want a hospital or healthcare place to be
clean.”
M I N O R I T Y T H E M E S
COMMUNICATION PREFERENCES
Participants had various opinions about how they would like to receive information from a health pro-
vider. Some participants preferred electronic channels, such as email, while others preferred traditional
mailing. In regards to social media, many participants believed that publicly associating themselves
with or “liking” pages related to the department carried a negative connotation. However, other par-
ticipants believed social media could be beneficial to both the department and its publics to raise
general awareness.
24. 24
COMMUNICATION PREFERENCES CONTINUED
• Participant 2 (FG1): “Yeah these are such personal issues that you would never want to broadcast.
Like, ‘Oh everybody I have an eating disorder! Look at the page that I’m friends with!’”
• Participant 1 (FG1): 1: “I think people would be more inclined to just follow or like a page that’s just
UF Health in general, rather than UF Health Psychiatry.”
• Participant 5 (FG1): “There’s all these recent things that happen that make us aware about mental
health. So if they made it more of an awareness thing, then people would probably share. Seems
like it’d have to be more campaign focused.”
• Participant 4 (FG2): “Facebook could be useful, to have a page that links to their website. And
an email would be fine. Like, it depends. If you’re struggling with something, and you’re like, well
what the hell can I do, what are my options? Then yeah it would be useful to have an email. I throw
out everything that isn’t a bill, or I recycle it. So I agree with the no-paper angle.”
• Participant 6 (FG2): “I’d be fine with mail, but not email. Once every 6 months, or once a year,
maybe if they had an opening or some new thing going on. Not more than that.”
• Participant 1 (FG2): “I prefer email. I mean, I don’t want an email every day.”
There was a second minority theme related to a more sustainable approach in promoting the depart-
ment. Three participants agreed that online tactics would be more eco-friendly as opposed to tradi-
tional mailing.
• Participant 5 (FG2): “I mean, junk mail doesn’t bother me too much…but from an environmental
standpoint, I would rather not have paper wasted.”
• Participant 3 (FG2): “Mail stuff is super outdated now though….Companies haven’t just stopped
doing it because they’ve realized no one reads them and its not cost effective. They’ve stopped
because of like, green movements and no more paper. So if you’re thinking about suggesting that
to the UF Department of Psychiatry, I think that’s kind of behind the times unless it’s like yearly or
bi-yearly, and it’s a brochure saying these are the services we provide. But not very often.”
D I S S E N T I N G O P I N I O N S
CURRENT PATIENTS OF THE UF DEPARTMENT OF PSYCHIATRY
Participant 4 (FG2) is a current patient at the department’s UF Health Adult Psychiatry-Springhill lo-
cation. He was unaware that his current treatment facility was associated with the UF Department of
Psychiatry.
• Participant 4: “I’ve had experience with Shands. It’s not like, through the school, but it’s through
the Springhill complex. I associate it with that, my own health issues.”
PHASE TWO: FOCUS GROUPS
25. 25
25
INCORRECT ASSOSCIATIONS WITH THE UF DEPARTMENT OF
PSYCHIATRY
Participant 5 (FG1) incorrectly associated the department with Shands Vista.
• Participant 5 (FG1): “I think there’s something called Vista…which is like an area of Shands that’s
related to the department of psychiatry. Again, just random thoughts. I think that’s the clinical side;
UF Health Shands Vista, where people with mental health issues are going, and patients are there.”
FAMILIARITY WITH THE COMMUNICATION EFFORTS OF THE UF
DEPARTMENT OF PSYCHIATRY
Only one participant of the two focus groups, participant 5 (FG1), had seen the communication efforts
through television commercials.
• Participant 5 (FG1): “I’ve seen the commercials on TV, that’s all. Um, I believe it’s from them. De-
pression….are you suffering from it…It’s definitely UF Health branded, and comes on during the
few hours of TV I watch each night. You know, if you need treatment, you go to them. I know they
exist through that, and I’m assuming it’s through the UF Health brand.”
FOCUS GROUP RESEARCH CONCLUSION
In conclusion, most focus group participants were unaware of the Department of Psychiatry’s existence.
A few participants had some knowledge about the department, but they were confused about the
specific role it plays within UF and the medical community. Most surprisingly, one of the participants
regularly receives treatment at Springhill, however, he was unaware that these services are provided
by the UF Department of Psychiatry. Additionally, the vast majority of participants could not recall any
communication effort they had seen from the department. Even the participants who have lived in
Gainesville for multiple years reported never seeing or receiving any information from the department.
Overall, our results strongly indicate that the department may be suffering from lack of awareness,
weak brand recognition, and ineffective communication tactics among Gainesville residents and UF
graduate students.
26. 26
RESEARCH LIMITATIONS
Due to time and budget constraints, we were unable to use a completely representative sample. We
used convenience sampling for our survey to increase our sample size, but this sampling method pres-
ents potential limitations to our findings.
There is a large student population in the area and our survey did not include a way to filter out un-
dergraduate students. Although we did not target undergraduate students, 18 to 25 year olds out-
weighed all of the other age groups in number of completed surveys (56%, n=100).
In comparing our sample to the population, the majority of respondents to the survey were women
(61%, n=109). This isn’t representative of the Alachua County community where women make up only
51.7% of the population. In addition the average age of Alachua County residents is 31 years old, but
the majority of our respondents were 18 to 25 (n=100).
We also used convenience sampling in recruiting for our focus group studies. Our participants all fell
into a 13 year age range and were not separated into differentiated groups. Lastly, we only had one
participant who had used the Department of Psychiatry’s services, which may have limited the range
of opinions we were able to record.
UF HEALTH ADULT PSYCHIATRY - SPRINHILL LOCATION
[PICTURE FROM UF DEPARTMENT OF PSYCHIATRY WEBSITE]
28. 28
CAMPAIGN PLAN
O V E R A R C H I N G G O A L
To strengthen the UF Department of Psychiatry’s brand recognition and to increase awareness about
its services.
GOAL 1
To increase awareness about the UF Department of Psychiatry’s services from about 20% to 40%
among 18-25 year olds living in the Southwest region of Alachua County by December 2016.
OBJECTIVE 1
To generate awareness about the UF Department of Psychiatry’s services among 40% of UF students
ages 18-25 by February 2016.
OBJECTIVE 2
To generate awareness about the UF Department of Psychiatry’s services among 40% of non-students
ages 18-25 by February 2016.
STRATEGY FOR OBJECTIVES 1 AND 2
• Hold a special event on the University of Florida campus, partnered with To Write Love on Her
Arms, to raise money for mental health research and communicate to students and community
members ages 18-25 the main messages of the importance of mental health and the availability of
mental health resources in their community. By encouraging conversation about the importance of
mental health, the department can promote itself as a valuable resource in Alachua County.
Tactic 1
Host the Get Psyched 5k run on February 6, 2016, a weekend that avoids competition from
other campus events, on UF’s campus where students and community members can donate
money, learn about mental health issues and engage with the department.
Tactic 2
Feature a panel of three UF Department of Psychiatry psychiatrists to give a speech to the
participants directly before the 5k run on February 6, 2016.
Tactic 3
Set up multiple information stations where 5k participants can meet the department doctors
and learn about the available services. There will be ample signage featuring the Department
of Psychiatry’s logo along with brochures, pamphlets and postcards.
29. 29
29
Tactic 4
Create a media kit including online and written press releases, fact sheets, key person
biographies and media clippings, and disseminate to local media outlets, such as The
Independent Florida Alligator, the Gainesville Sun, WRUF/WUFT and Gainesville Today.
Tactic 5
Garner sponsorships with local Gainesville restaurants and other organizations through media
kits to donate money, services or materials.
OBJECTIVE 3
To increase the amount of likes from 434 likes to 850 likes among 18 to 25 year olds living in the South-
west region of Alachua County on the UF Department of Psychiatry’s Facebook page and from 517
followers to 900 followers on its Twitter page by February 13, 2016.
STRATEGY 1
• Implement a social media campaign featuring Department of Psychiatry doctors leading up to the
Get Psyched 5k event to communicate information about the department’s services and the impor-
tance of mental health.
Tactic 1
Create a monthly video series on YouTube with doctors from the department discussing the
importance of mental health issues and promoting the Get Psyched 5k event. Encourage
viewers to share the videos on their personal social media sites through a contest that enters
whoever posts the videos with the hashtag #RunWithYourDocs into a drawing for a pair of
running shoes (Appendix E).
Tactic 2
Advertise the Get Psyched 5k weekly on the UF Department of Psychiatry’s Facebook and
Twitter pages. Feature doctors from the department in a Meet and Greet Monday campaign
where doctors take a selfie accompanied by a Q&A post and the hashtags #GetPsychedUF
and #RunWithYourDocs (Appendix F).
Tactic 3
Reach out by “following” or “liking” official pages of local Gainesville organizations and UF
group pages to connect with 18 to 25 years old living in the Southwest region of Alachua
County on pages where they already are engaged.
30. 30
CAMPAIGN PLAN
STRATEGY 2
• Implement a social media campaign featuring Get Psyched 5k participants following the event to
showcase personal stories that highlight the importance of mental health
Tactic 1
Share pictures and videos along with personalized stories from selected 5k participants
for a month following the run.
Tactic 2
Boost social media posts through paid promotions to reach a larger audience of 18 to
25 year olds.
Tactic 3
Create and curate (retweet, repost and share) posts using the hashtag #GetPsychedUF
to reach out to target public in a personalized way. By using individuals’ own personal
posts and pictures on Facebook and Twitter, the department can maintain a relationship
with the participants after the 5k event has ended.
OBJECTIVE 4
To create a marketing tool kit, including a logo, signature colors, typeface font, PowerPoint tem-
plates, flyers templates, and brochures templates that will clearly outline the brand style and content
guidelines for the department’s printed and online promotional materials by November 2015.
STRATEGY 3
• Implement a marketing toolkit for the UF Department of Psychiatry's marketing and communi-
cation department to consistently use to communicate information about the services and the
importance of mental health.
Tactic 1
Choose a standard logo, signature colors, typeface font and add it to the marketing
toolkit
Tactic 2
Create a PowerPoint, flyer, business card, brochure, newsletter and postcard template
for the UF Department of Psychiatry
31. 31
31
Tactic 3
Upload the marketing toolkit onto a folder where everyone in the department can
access it to ensure that the toolkit is being consistently used by everyone.
B U D G E T
ADVERTISING BUDGET
Social Media Advertising $500
Printing for Flyers (500 flyers x 0.10) $50
5K BUDGET
Total anticipated runners $500
Early registration fee $20
Day-of registration fee $30
Course certification $350
Chip timing (per runner $3) $1,500
Entertainment (DJ during registration) $200
Food/Hydration (per runner $6) $3,000
Medals and trophies (per runner $2) $30
T-shirts (per runner $5) $1,250
Bib numbers (per runner $0.25) $125
Track costs (Mile marker signage, PA system,
finish line unit, display clock) $3,000
Subtotal Budget $10,005
Contingencies (5% of total budget) $500
_________________________________________________________________________
TOTAL BUDGET $10,505
36. 36
A P P E N D I X C
FOCUS GROUP MODERATOR INTRODUCTION
Moderator: Hello everyone and thank you for joining us today. My name is ___________ and I am a
member of the New Wave Group, a student-run public relations agency created for the public rela-
tions campaigns course at the University of Florida.
Today we will ask questions related to our client, the UF Department of Psychiatry. Our questions will
cover current public perception of the department and the way it communicates with it’s publics.
The purpose of using a focus group setting such as this one is to promote conversation about our
client while in a relaxed group setting. Conversations had in this hour will only be used by our group
to better assist our client reach its patients.
I will be moderating the conversation during our time together and will be available to clarify on any
points. Our focus group will last no longer than an hour.
Please read the informed consent document and sign it when you are ready. Let me know if you have
any questions. Thank you once again for your time and we hope you enjoy the conversation!
FOCUS GROUP MODERATOR INTRODUCTION
1. When you think about the UF Department of Psychiatry, what is the first thing that comes to mind?
2. Tell us about your experience with the UF Department of Psychiatry.
3. Why did you sign up to be on the mailing list for the UF Department of Psychiatry?
4. What other organizations do you associate with the UF Department of Psychiatry?
5. How do you receive information and how often do you receive it from the UF Department of
Psychiatry?
6. How would you like to receive information and how often from the UF Department of
Psychiatry?
7. What do you like and dislike about the information and materials you receive from the UF
Department of Psychiatry?
8. What changes have you seen, if any, in the communication efforts from the UF Department of Psy-
chiatry since you’ve been a patient?
APPENDIX
37. 37
37
Moderator: Hand out brochures and postcards to participants
9. What do you like and what do you not like about these materials?
1. What would make the content of these materials more helpful to you?
2. In your opinion, what kind of brand identity does the UF Department of Psychiatry have?
Moderator: (If clarification needed) Brand identity is the way in which a company presents itself through
its name, logo, communication style and other visual elements.
Moderator: Show pictures of UF Health logo, UF Department of Psychiatry logo, UF&Shands logo, and
one made-up logo
1. Which logo do you associate with the UF Department of Psychiatry?
2. What additional comments would you like to add concerning the UF Department of Psychiatry?
38. 38
A P P E N D I X D
CONSENT FORM FOR PARTICIPATION IN A RESEARCH STUDY
Researcher(s): The New Wave Group – Agassy Rodriguez, Leland Henry, Jesslyn Wade, Kelsey Marti-
nez, Moriah Camenker, Kaitlyn Wilson
Agency: UF Department of Psychiatry
1. WHAT IS THIS FORM?
This form is called a Consent Form. It will give you information about the study so you can make an
informed decision about participation in this research. This consent form will give you the information
you will need to understand why this study is being done and why you are being invited to participate.
It will also describe what you will need to do to participate and any known risks, inconveniences or
discomforts that you may have while participating. We encourage you to take some time to think this
over and ask questions now and at any other time. If you decide to participate, you will be asked to
sign this form and you will be given a copy for your records.
2. WHAT IS THE PURPOSE OF THIS STUDY?
The purpose of this study is to collect data regarding the UF Department of Psychiatry. This informa-
tion will be used in the creation of a campaign to improve the department’s communication efforts.
We are interested in hearing your opinions and welcome any responses that you feel honestly answer
the questions posed.
3. WHERE WILL THE STUDY TAKE PLACE AND HOW LONG WILL IT LAST?
This study will be conducted in a quiet room with at least one moderator in attendance. It will last no
longer than one hour. There will be no compensation.
4. WHAT WILL I BE ASKED TO DO?
If you agree to take part in this study, you will be asked to answer questions in a guided discussion
setting. You may skip any question you feel uncomfortable answering.
5. WHAT ARE MY RISKS OF BEING IN THIS STUDY?
This focus group will be audio recorded in order to ensure accuracy in our research. The recording will
be secured and only available to the members of The New Wave Group. Please be advised that al-
though the researchers will take every precaution to maintain confidentiality of the data, the nature of
focus groups prevents the researchers from guaranteeing confidentiality. The researchers would like to
remind participants to respect the privacy of your fellow participants and not repeat what is said in the
focus group to others. Information will be presented in summary format and you will not be identified
in any publications or presentations.
APPENDIX
39. 39
39
6. WHAT IF I HAVE QUESTIONS?
Take as long as you like before you make a decision. We will be happy to answer any question you
have about this study. If you have further questions about this project or if you have a research-relat-
ed problem, you may contact the researchers, whose contact information is listed below.
7. SUBJECT STATEMENT OF VOLUNTARY CONSENT
When signing this form I am agreeing to voluntarily enter this study. I have had a chance to read this
consent form, and it was explained to me in a language, which I use and understand. I have had the
opportunity to ask questions and have received satisfactory answers. I understand that I can with-
draw at any time. A copy of this signed Informed Consent Form has been given to me.
Account Executive Agassy Rodriguez
arodriguez314@ufl.edu
305-546-8259
Supervisor Moon Lee
mlee@jou.ufl.edu
352-273-1699
IRB Chairperson Ira S. Fischler, PhD
Irb2@ufl.edu
3252-392-0433
________________________ ____________________ __________
Participant Signature: Print Name: Date:
By signing below I indicate that the participant has read and, to the best of my knowledge, under-
stands the details contained in this document and has been given a copy.
________________________ ____________________ __________
Signature of Person Print Name: Date:
Obtaining Consent
40. 40
A P P E N D I X E
MEET-AND-GREET MONDAY
APPENDIX
41. 41
41
THE FOLLOWING PAGES ARE A
TRANSCRIPTION OF THE TWO
FOCUS GROUPS USED TO
CONDUCT RESEARCH FOR THIS
CAMPAIGN.
42. 42
APPENDIX
A P P E N D I X F
FOCUS GROUP 1 TRANSCRIPTS
Focus Group #1
Tues, March 17, 5:45 p.m.
Introductions
Kelsey goes over the paper, asks if it’s okay to record conversation.
Agassy introduces himself and explains the focus group. Reads through disclosure, assigns numbers
to each participant. Collects disclosures, asks if there are any questions.
Agassy: When you think about the UF Department of Psychiatry, what is the first thing that comes to
mind?
7: I think about the counseling and wellness center.
5: Just Shands hospital in general, like the connection with College of Medicine and thehealthcare
system here in Gainesville.
Aggassy: Can you explain a little better?
5: Well I probably know a little bit more ‘cause my husband is in med school. I’m guessing it’s just
one of the departments within…..It’s kind of blurry, uh, you know, UF Health and all the different
departments.
3: I think about the faculty that make up that department, and then I think about the teaching side of
the department of psychiatry.
Agassy: What about the teaching side?
3: So just, not knowing much at all about the department, I think of, um, just the instructors and the
students that make up that unit.
Agassy: Anyone else?
2: I don’t know what to think; I don’t know if it’s like a study area or a place to seek help. I literally
know nothing.
Agassy: Can you explain a bit further about your confusion?
2: Well the word “department” in a school setting is sometimes used as department of education,
department of law….whatever it may be. Whereas in a school setting, it can also be a department
as a place you would go to visit, like department of correctional facilities. You know, a jail. So, I don’t
know what department even means in this setting.
6: I didn’t know it existed.
5: Yeah I think you have a very general public perception of “we don’t know much about this at
all…” I’ve seen the commercials on TV, that’s all.
43. 43
43
Agassy: What kind of commercials have you seen?
5: Um, I believe it’s from them. Depression….are you suffering from it…It’s definitely UF Health
branded, and comes on during the few hours of TV I watch each night. You know, if you need treat-
ment, you go to them. I know they exist through that, and I’m assuming it’s through the UF Health
brand.
4: I honestly thought about academics and mental health. So, like an academic approach to mental
health. It’s really educational.
1: Yeah, I had the same sort of confusion at first. I didn’t know if someone’s major might be under the
department of psychiatry; or if it could be part of UF Health, or if there are doctors who work under
the department of psychiatry.
Agassy: Does anyone have any experience with the department of psychiatry? I know we’re on differ-
ent levels, but does anyone have experience with the department, whether on the academic side or
another side?
Participants shake heads no.
Agassy: What other organizations do you associate with the department of psychiatry?
5: I think there’s something called Vista…which is like an area of Shands that’s related to the depart-
ment of psychiatry. Again, just random thoughts. I think that’s the clinical side; UF Health Shands
Vista, where people with mental health issues are going, and patients are there.
Agassy: Anybody else have any organizations they feel that they associate? I know some of you said
UF Health and Shands…does anyone else have other associations with the Department of Psychia-
try?
7: Well I know that when I worked with CTSI…
Agassy: What’s CTSI?
7: Clinical Translational Science Institute. The new building there on the corner of Mowry and Gale.
So, they have different departments there but as far as the CTSI is concerned, they try to connect
different departments together. And, it’s where the NIH gives their grants for different studies. I know
that, for a couple of them, were for department of psychiatry…..(trails off)
Agassy: What was your experience with CTSI? What’d you do?
7: Well I did data collection for the NIH, as far as their connections with one department to another.
So, the investigators are the people that the grants are given to. It could be from one hundred grand
to 2 million dollars. It arranges all over...from outreach to pediatrics. It was amazing to see how much
of a handle UF has on certain things, globally as well.
44. 44
FOCUS GROUP 1 TRANSCRIPTS CONTINUED
Agassy: Anyone else have any organizations or associations?
Participatns shake head no.
Agassy: I know we were talking about commercials earlier….What do you think about the depart-
ment’s current communication efforts?
2: They must be minimal.
Agassy: Why?
2: I’ve never heard of them.
5: I mean, I think it’s easy to say that. Unless you have billboards or a lot of commercial air time…I
don’t know who their target audience is. If it’s the general public who may be experiencing depres-
sion, well then, they sort of have reached me through the commercial ad. But maybe they have
more targeted approaches that are reaching people in other ways. How much funds do they have
available? Billboards cost a lot, so they might not reach the average person driving down Universi-
ty. We’d need to see some of their examples, their websites, their materials, to see the impression
they’ve leaving us.
1: At the very least, I don’t think its very prevalent to the common student here at the University
orthe common Gainesville resident, even. Having been in Gainesville 7 years, I don’t think I’ve ever
seen anything associated with the Department of Psych. Even working in the dean’s student office
and being in multiple different undergraduate and grad programs, law school….
3: I’ve been here 8 years, and I know a lot about the health and wellness center. They push that with
undergrads. I know a lot about them. (ineligible, can’t here).
Agassy: You bring up a great point. How long has everyone been in Gainesville?
Participants gave a range of 8 months to 8 years.
APPENDIX
45. 45
45
Agassy: Does anyone else have any thoughts about the communication efforts?
4: I think, being in Gainesville, you have lots of brands already. Like, there’s just a lot of UF stuff. So,
Maybe we have seen it, but with branding UF all the time…it’s kind of like we’re blind to specific UF
initiatives. So, it could say “UF on it Shands” or “UF on it SAI”, where I work. As long as its asso-
ciated with UF, we’re like “ok it’s UF”. But for me, I think it would be important to really hone in on
psychiatry if that’s what they want to do and kind of bring down UF. Because I think most Gainesville
people associate psychiatry and any efforts with it to UF. Because UF is UF, in Gainesville.
Agasy: Thinking about that, have you received any information from the department?
Silence.
Agassy: No one has received anything? Well that cancels out my “if so, how..”
Laugher.
Question 6: Do you receive any information from current healthcare providers? Any hospitals you’ve
visited, care physicians, clinics, anything of the sort?
5: Like the dentist. You go there, get birthday emails. I get a lot of emails from Dr. Verday. So that’s
the only healthcare provider I’ve had communication with since I’ve taken part in their facilities.
Agassy: Anyone else gets birthday cards?
2: Orthodontist and the vet. And the vet isn’t for my birthday.
Laughter.
3: Optomertrist
Agassy: Are these providers you’ve actually visited? Or are these providers you’ve just never visited?
Participants nod head in agreement.
5: It’d be a little bit weird to get communication from, like, UF Shands..and not in a commercial way.
It’d be a little weird to get a direct mail piece.
4: I get a lot of direct mail pieces from optometrists, dentists….but it’s kind of like “here’s a whole
bunch of flyers.” That’s the direct mail, I don’t think it ever says my name…It says “to the resident
of…” So itt’s not personalized.
46. 46
FOCUS GROUP 1 TRANSCRIPTS CONTINUED
3: As professionals, I get a lot of direct mail regarding our healthcare plan providers, which…some-
times I get a lot of UF Health information and different information from companies here in Gaines-
ville as well, about the type of services. Of course, blue cross blue shield- those are also some infor-
mation I’ve received.
Agassy: When you receive that information, is it physical, like brochures? Or is it email? Or, what kind
is it….?
3: It’s usually physical- brochures, pamphlets, booklets
4: …..and updates.
3. And updates!
4: Lots of updates.
3: Mhhhmm.
Agassy: I know the two of you said you receive things by mail. So how often do you receive it?
4: Monthly? I would say, from my personal healthcare provider, monthly. Whether it’s life insurance or
something from bcbs. From the dentist, I’d say biweekly. Whenever I get a new ad. It’s like, “Here’s a
bunch of new Ads and coupons!”
Agassy: Your dentist does coupons?
4: Not my dentist, a dentist! It’s some kind of promotional material.
5: It reminds me of like, when you get a traffic ticket, then your direct mail is flooded with discounts
from traffic school. I feel like something like this, which is psychiatry, might be more appropriate if it
were more targeted. Like as part of a welcome packet for a company, you get a flyer with services
offered if you ever need it. It seems like just willy nilly….sending it out might be more random. I
haven’t gotten any unsoliciated mail from healthcare providers before. 3: As professionals, I get a
lot of direct mail regarding our healthcare plan providers, which…sometimes I get a lot of UF Health
information and different information from companies here in Gainesville as well, about the type of
services. Of course, blue cross blue shield- those are also some information I’ve received.
Agassy: When you receive that information, is it physical, like brochures? Or is it email? Or, what kind
is it….?
3: It’s usually physical- brochures, pamphlets, booklets
4: …..and updates.
3. And updates!
4: Lots of updates.
APPENDIX
47. 47
47
Agassy: I know the two of you said you receive things by mail. So how often do you receive it?
4: Monthly? I would say, from my personal healthcare provider, monthly. Whether it’s life insurance or
something from bcbs. From the dentist, I’d say biweekly. Whenever I get a new ad. It’s like, “Here’s a
bunch of new Ads and coupons!”
Agassy: Your dentist does coupons?
4: Not my dentist, a dentist! It’s some kind of promotional material.
5: It reminds me of like, when you get a traffic ticket, then your direct mail is flooded with discounts
from traffic school. I feel like something like this, which is psychiatry, might be more appropriate if it
were more targeted. Like as part of a welcome packet for a company, you get a flyer with services
offered if you ever need it. It seems like just willy nilly….sending it out might be more random. I hav-
en’t gotten any unsoliciated mail from healthcare providers before.
Agassy: What if the department sent you a a letter? Like a brochure? How would you feel about that?
5: I’d be like, do they know something I don’t know? About myself? I mean, I think it would depend.
I haven’t seen that before so I’d probably be shocked. I’d look at it and be like, OK cool. It’d proba-
bly raise awareness if I didn’t know they existed before, like, I guess making it clear what they offer,
like if they have clinical hours, or what services they have. It’d probably be odd, but I’d look at it
cause I get a thousand emails a day, but mail I still go through and “trash or don’t trash.”
Agassy: So you’re more likely to see it if it were physical, as opposed to email?
5: I would spend more time. I’d automatically delete it based on the subject line, but if I got it, I’d
probably open it and at least look through it. That’s just me.
Agassy: Anyone else receive soliciated or unsoliciated mail from healthcare providers?
Agassy explains that he’s going to show them letters and brochures. Tells them to take time looking
at it.
5: Are those all current, or some are older…?
Agassy: Some are older, some are current and some are in the works.
Participants take a few moments to view the brochures.
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FOCUS GROUP 1 TRANSCRIPTS CONTINUED
Agassy: So, how many of you had a chance to see this one? What is everyone’s impression about
this? What did you like and not like?
Holds up first brochure: One older woman and one younger woman smiling and hugging.
1: I don’t know if that’s currently being passed out, but it’s that one and another one that was on
Cheap feeling paper….
Agassy lets him know that those are the ones in the works.
1: It’s also like half cut off…..
Agassy: Yes, please ignore the lopsideness!
5: Can you open it up again?
Agassy opens it up.
5: They’re all women. I know other pieces have multiple genders but…might be good for each piece
to have something that different genders can identify with.
Agassy: Any other thoughts?
6: They’re also not really their age. It’s for older people.
5: and I’m guessing major depression is clinical terminology, but it’s a little unfamiliar to me. Could
there be minor depression? That’s just from someone who’s totally not…who hasn’t had interactions
with them before.
4: I’m thinking if that were sent to me, it would be an instant throwaway….because I don’t know of
anyone who is suffering from depression. It doesn’t cite any place where I could go to test myself for
depression. And, for me, I feel like I should find that when I’m seeking help for depression, not as in
like “here’s a brochure of what we do!” So I feel like target audience is important if you’re trying to
use that to advertise on behalf of the psychiatric department. It may turn people off unless they have
experience with major depression and depression in general.
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3: Similarliy, the first thing I was looking for was what are the symptoms? And, not having any experi-
ences with depression as well or knowing anyone who suffers from it, I was looking for ‘what are the
symptoms’. And they were on the left panel, but my eyes were really stuck on that middle. And it
wasn’t until maybe the third version of that until I actually looked at the actual symptoms. The other
thing that I noticed was on the front page, it says Center for Psychiatry, rather than Department of
Psychiatry. It was kind of shown differently on a couple of the pamphlets. And so, that’s just one thing
I noticed. The one thing that was consistent was the UF Health, which definitely draws your eye. But
as far as the psychiatry piece, it looked to me as if it were a service for the overall, bigger UF Health.
Which it is, but it didn’t necessarily have its own unique piece about it. Nothing stood out and said
‘this is something we’re branding, and that has a lot of resources associated with it.
5: Overall, I think the branding with UF Health is probably the most important for them to do, be-
cause obviously UF Health has established a really successful academic program, and people are
probably going there for referrals for doctors and stuff. I personally wouldn’t go to, like, trying to es-
tablish their own brand outside of UF Health. I’d just try to keep it consistent. Like, what you said- is
it a center? A department? Can you go there for clinical things? But, you know, obviously UF Health
has a strong brand, so creating something for its own might have its own challenges.
Agassy: Okay, so let’s move on to the next one. How many of you saw this?
Shows brochure with the woman in the white shirt.
Agassy: This one talks about the same topic, major depression. These are two of the ones in the
works. The difference is in the pictures. So what was your impression of this one now?
2: She looks more depressed than the other two. Um she looks very thoughtful, like she’s trying to
figure out what’s wrong with her. In which case, you’d seem more apt to go to figure that out. Where-
as they (the other brochure)…don’t look to be questioning it…
5: Yeah like maybe they’ve overcome it…but, you just assume it’s gonna be someone sadder if
they’re facing deression .but that might just be a very general misassumption. But it makes more
sense to have that picture featured.
Like, people laughing is like…depressed? Or people overcoming it? I’d expect to see someone
more melancholy or thoughtful.
1: My perception would depend where I was looking at this. Like if I was in a doctor’s office waiting
to have my depression treated for the first time, I might want the pic on the right (happy people)
because it seems like maybe UF Health could do something about it.
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FOCUS GROUP 1 TRANSCRIPTS CONTINUED
Agassy: Where’d you like to see the other one? (sad one)
1: I don’t know if a pamphlet with that much information could serve much benefit outside of a doc-
tor’s office.
5: Yeah, maybe the sad one can raise awareness, like maybe if you’re suffering or here are the signs
of depression, something to help people who might not realize they are suffering connect with that.
But yeah, the location makes a big difference.
Agassy: How do you feel about the inside of it (flips through brochure)
3: The pic on the right feels like the woman is flirting with me (the grandma one)
5: The picture of the teen feels like a good idea. They have the lady on the cover, but it feels like
she’s a grandma. They all have stock photos, it’s probably hard in medicine not to have stock pho-
tos…They all have a very stock photo feel to them. These aren’t real people, these are stuff from
whatever.com.
3: That’s one thing I definitely noticed as well was the stock feel…of the photos.I didn’t feel the con-
nection with the photos, especially the two women smiling, because it felt so…stocked.
4: It seems word heavy. It would take me like 5 minutes to read that. And how much information
would I truly get out of it? If you want to make your point, make your point quickly.
5: Yeah and like he said, realizing where people’s eyes are going to focus and putting the most im-
portant information there. If their point is to showcase the symptoms, like you said it took you longer
to draw your eyes there. It does seem a little word heavy.
Agassy: Moving forward to the next one…..this is one that they currently use.
Shows brochure: The one with three people, lady in the middle smiling. Light blue background.
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2: That one was super informative.
5: I very vividly remember that.
4: I really liked the map. I feel like I know exactly where I’m going. I’d feel very comfortable paying a
visit.
3: I like the layout.
1: Nothing was overhwhelming about reading that. Even the middle pages…it’s a lot of text, but you
have the big bold headings at the top.
4: Exactly.
3: It definitely breaks it down, a lot easier than the other pamphlets. Just in terms of the symptoms
jumping out.
5: Seems like wasted space on the (blank blue page). Maybe put a pull quote or some stat there.
Agassy: Any other thoughts? Pic on the front?
3: Another stock photo.
5: Connecting with healthcare providers more than patients….certain ones it was clear, like they were
speaking more to doctors, like ‘send your referrals here’. I don’t remember that one from the text if it
was geared toward a certain person. But it’s focusing on, like a doctor of staff person….
4: I don’t mind the stock photo. I feel like, when I look at her face, “oh wow I might be welcomed.”
I’d just look for more diversity so it’s welcoming to everyone.
3: When I see her smile, I think of that fake smile. I’ve never seen my doctor smile like that. I wish my
doctor smiled. I don’t know, maybe a more realistic doctor if that’s what they want to do.
2: I thought the most beneficial part of that was the title. There’s no center, no department, No
words that would just confuse me. It goes straight to the point. Plus, it gives you the ‘what’s going
on’ there.
5: Yeah, and it doesn’t say department or center. Which, people who are involved there are con-
nected with and would understand…but UF Health Psychiatry seems like a much better umbrella to
market itself. If you have the option.
Agassy: Let’s move on to the next one….I think this is a bit older…What do you all think of this?
Shows one of old lady and young lady hugging with white flowers.
5: The hospital stood out to me because I haven’t seen that before. Is it like a separate building? I
don’t know. I can’t connect with any….I’m trying to think of ‘oh where’s that hospital.’ That doesn’t
mean it’s not there, it’s just ‘oh, they have a whole hospital?
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FOCUS GROUP 1 TRANSCRIPTS CONTINUED
1: This is also, like, the third, fourth way we’ve already seen this department be presented on these
pamphlets. There’s just a lot of different titles. I think they need to find one. I don’t know if these are
all different things or not. All I know is UF Health is associated with all of them….but, it could be all
very different.
5: Yeah, I know the new branding of UF Health is “UF health shands.” As far as the hospital goes….
yeah It’s just adding a bunch of confusing to the mix, as far as the psychiatric hospital.
Agassy: What about the inside? Thinking about the layout, info?
Agassy shows them the inside part.
2: I actually like that layout more than the other brochure ones. Because….. It gives you less text so
you’d actually read those words. Whereas, I guess the other one was so wordy, I was like ‘eh. no
thanks.’
5: And the different colors help too, to clearly see those focus areas.
Some ineligible conversation.
6: I think there’s a lot of wasted space on the bottom and top.
1: Yeah. A lot of text is lost. Granted if someone is reading that far already and has unfolded it two
different ways…..
Laughter.
4: I can’ t help but read the call for help. What if I don’t want help, I just want questions and informa-
tion? Should I call that number, should I call a different number? So ‘call’ could just be easier. And
then, if even if it’s the same number, ‘for emergencies, call here’ might be better. It’s just the “call for
help” piece…what if I don’t want help? I don’t want help…I’m not going to call you, right?
Agassy shows them the back.
Participants nod their heads in approval.
4: I like it.
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5: It’s simple enough. That’s where you’d logically go for your key takeaways, like websites, numbers.
It’s all there.
Agassy: This one’s a bit older…..What do ya’ll think of this one?
Agassy shows them the one with the woman getting her brain examined by a huge machine, with a
smiling doctor beside her.
Participants collectively shake their heads and laugh, agreeing that they do not like that brochure.
2: That looks terrifying.
4: What is happening to her?!
5: Is she okay? Is she being lobotomized?
That better REALLY be targeted to someone considering that form of treatment. Because if not, I
wouldn’t know what a transcraniel magnetic….I mean, clearly it’s not just for me to connect with, but
the picture’s a little…I mean, depression… “I’m getting this thing down on my head!” Seems a little
frightening.
Agassy: Any thoughts on the inside?
Participants collectively agree that they do not like the chair the woman is sitting in.
2: That chair….is not appealing. It’s for someone in medicine; it’s not for the normal person. I don’t
want to see what the inside of my brain looks like.
5: Yeah, just to go to the outside again….It has so much as far as the bottom text, Like the phone
number and everything…I’d just put that on the back. Seems like a lot to put on the cover.
4: I will say, to have the pictures of the doctors you potentially will meet there would be awesome.
Agassy passes out the logos. Explains that some of them are old, some are new and some aren’t
real.
Agassy: Which logo do you associate with the UF department of psychiatry, currently?
3: One
2: One
1: One
7: One
6: One
5: One
4: Honestly, four.
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FOCUS GROUP 1 TRANSCRIPTS CONTINUED
Agassy: If you associated with number 1, why?
5: It really spells it out for you.
Agassy: Is it because it says ‘department of’?
Participants say yes.
Aggasy: Any other reason?
5: Are you asking us…like, what we think it should be?
Agassy: No, we just want to know why you think it’s their logo.
7: It gets to the point.
1: I think having department in there, I think it looks the most official.
Agassy: And why did you think number 4?
4: Just from the previous conversation of its name change, I thought essentially they’d just go with
“psychiatry” since that’s the one thing that won’t change…..so, that’s what I chose 4.
Agassy: Well, the logo is 4. So, we have one winner.
Laughter.
Agassy: So, for those of you who didn’t, what do you think of 4 as a logo?
3: I think it should be their logo.
5: Yeah we were just guessing what they thought it was. But I think they should go more with UF
Health psychiatry. That makes it very general, but you can still connect to it. You don’t have to worry
if its teaching, ect.
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Some ineligible conversation.
Agassy: So what do you think about the other logos, then?
2: They’re…completelty confusing.
5: Yeah, 5 seems like a makeshift one. Like, Rogue Student Group did that one…
4: Yes! Completely correct.
1: I feel like 3 is way too repetitive.
6: I like 1 better because it is lighter. I don’t like the dark background.
Agassy: So just to give you all some background, 1 is a logo we made up. Number 2 is the old logo
for UF&Shands, when they first combined. Number 3 is the UF Health logo, it’s what they use now.
Number 4 is the department of psychiatry’s logo, that they currently use. Number 5 is an old logo
that they created.
Laughter.
1: That’s why it looks like a little rogue.
5: I would say, now that you’ve explained that, I don’t like the new dark blue materials but that
makes sense if it’s their new logo, colors…I feel like the design of the old ones was more light blue. It
was a little bit more appealing.
Agassy: So you like the light better than the dark?
5: I think so. We all really liked that bigger brochure, and it didn’t have the dark, small pieces….
they’re just so dark, and it’s just like…..dark orange and blue can be a little, you know…
2: I think white looks clean. And you want a hospital or healthcare place to be clean.
5: That’s a good point.
3: And design wise…...graphically, the brochures, the colors are interchangeable so that the white,
clean space look will be provided on the brochures.
5: Yeah that’s a good plan, like if their whole logo is a square and the text inside, that would be really
weird.
Agassy: Does anyone have any additional comments or questions? I would like, actually, to ask one
more thing- just kind of going back a bit. When it comes to these materials, how would you like to
receive this information from a healthcare provider?
3: With other information, that’s the only way I would probably open anything from UF Health Psychi-
atry….
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FOCUS GROUP 1 TRANSCRIPTS CONTINUED
Agassy: Like if it were in a package?
3: Yeah, like a package. The other thing I thought about, was “Healthcare days” or something like
that where you can connect with the different providers and talk about the different services. Proba-
bly there, in that space, would be an opportunity that I’d be attention to.
5: Yeah, I think I mentioned it before, but, there’s a lot of big companies in town, so there are lots of
new employee orientations. If there was an insert there with other orientation materials, that’d be
more logical. You know, if I got that as part of my onboarding with other stuff it would make sense. It
would be like “Here awesome services that the city offers, or that are available at your finger steps.”
For my husband that’s in med school, one thing I really remember is that- I think the Wellness of
Students presented this— if you or your spouse has issues, here’s the contact for somebody who can
counsel. So, like, that made sense because it was in an orientation with a big group of people. It was
like ‘in the future if you ever need it, here’s who you would call.”
2: I have a different perspective. I think I’m never going to see it if you give it to me in a packet. I’m
going to see whatever’s on the top of the packet, and then it’s going straight in the trash. So, I kind
of envision those brochues, sitting in a doctor’s office. Like when you’re waiting in the waiting room
and they have that entire wall of different pamphlets and brochures. And, that would be a general
practitioner, but there’s always that “are you in trouble? Have you had a meal today?” I would see it
there. That’s where I would be more likely to look for it if I needed it. Because, I’m there because I’m
sick. On a more general comment, I like that they are moving to psychiatry without “department” or
“center” or anything of the other stuff. I think that’s the most clear marketing, the best move out of
everything we talked about today.
Agassy: What about emails and social media? What if they requested to be your fb friend?
Participants laugh and shake their heads no.
Agassy: What if they followed you on Twitter?
Participants continue shaking their heads no.
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3: I think with ads, like ads we’d see in Google, streaming websites, or even facebook…I think that, if
I were needing some of these services and I saw an ad for it, like maybe if I google searched depres-
sion, and then here’s an advertisement for UF Health Psychiatry…
5: Yeah, based on your IP address. If you’re within 2 hours of Gainesville and you searched “Depres-
sion” or “eating disorders”…I mean that naturally happens anyway.
3: I wouldn’t like the page, but I’d be at least inclined to click and find out more information. Maybe
if it directs you to the website.
5: Yeah, then all of your friends would see that you recently liked…..(department of psychiatry).
2: Yeah these are such personal issues that you would never want to broadcast. Like, ‘oh everybody I
have an eating disorder! Look at the page that I’m friends with!’
5: It’d have to be either very public advertising where everybody can see it, or just, like, kind of more
private.
1: If UF Health in general had a page, or a Twitter…like, these different departments could utilize,
just like, a quick occasional blast: Like oh here’s our department of psych! You can click on this link!
I think people would be more inclined to just follow or like a page that’s just UF Health in general,
rather than UF Health Psychiatry.
5: Or just like piggybacking off of national awareness months. You know, there could be, I’m sure
there are different issues, awareness…If they had a big public campaign…
Agassy: We’re currently in Brain Week!
5: See…….So that might be something that people might share, if they made it more like a cam-
paign. Like obviously with Robin Williams, ect. There’s all these recent things that happen that make
us aware about mental health. So if they made it more of an awareness thing, then people would
probably share. Seems like it’d have to be more campaign focused.
Agassy: Well, everyone, we’ve reached the end of our focus group. Please feel free to take more piz-
za, or cookies…Let me know if you have questions or comments, and enjoy the rest of your day!
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FOCUS GROUP 2 TRANSCRIPTS
Focus Group #1
Tues, March 18, 6:18 p.m.
Agassy introducing our topic and introductions.
Reading through focus group information.
Agassy: When you think about UF Department of Psychiatry, what is the first thing that comes to
mind?
3: Well, when I was first approached with this project, I wasn’t really sure if the UF Department of
Psychiatry was a sort of academic department of psychiatry, or if it was a health department associat-
ed with Shands. So my first thought was confusion. Now I know that it’s health….
5: I associate with Health as well. Shands.
Agassy: So you associate it first with the health, and the whole shands model?
6: In my mind I had to make that distinction, that it was psychiatry and not psychology.
5: I’ve had the same problem.
2: Yeah, me too.
Ag: Why did you feel that you had to differentiate it from psychology?
2: Mainly because I was trying to also figure out if it was an academic thing as opposed to it being
strictly a health program.
6: I’ve had a little experience with the psychology department but none with psychology.
4: I’ve had experience with Shands. It’s not like, thgouh the school, but it’s thourgh the springhill
complex. I associate it with that, my own health issues. Psychology and psychiatry…..Psychiatry is as-
sociated with drug assisted therapy as opposed to counseling. And that’s been my experience. That
it’s focused on how certain drug therapies make you feel more than in-depth counseling or anything
like that.
Agassy: Segway into conversation..can anybody tell me any experiences they’ve had?
2: None
5: Me either
3: Listening to him talk about it
1: I was thinking, doing experiments with psychology department in grad school….but I got it con-
fused with the department of psychiatry.
Agassy: So did you do the experiments with psychiatry or psychology?
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1. Pschology. I was confused.
Agassy: Okay, anyone else?
Agassy: What other organizations do you associate with the department? If you know of any associa-
tions, or if you have any guesses- feel free to shout them out.
1: As far as campus wise associated with the department.
3: Shands
Everyone agrees
3: It’s all under UF Health now. Right, so….everything under UF Health I guess.
Agassy: Any other organizations other than the big UF health umbrella?
4: I mean, uh, insurance companies, like…I associate it with the GatorGradcare program. Because I
think they accept insurance.
Agassy: What do you think about its communication efforts, then?
1: I can’t think of anything. I mean, I may have read something about it in the Alligator, like if they’re
having some kind of….not really sure if it’s through the department or not. But like, if you need help,
need to stop smoking. So like, I’ve seen stuff like that in the Alligator, but I’m not sure if it’s related to
the department.
4: The counseling center will recommend psychiatrists if you’re needing help…..So that might be
an answer to your question about other organizations. I looked them up online, but again, I was
also confused at where the departments are located and how they are associated with UF. Because
it seemed like, what my counseler said, the therapists in UF Psychiatry were booked months in ad-
vance and there was no way to get in. So I had to look at Shands, which still seems to take insurance,
so I was trying to distinguish to what extent they are related to UF and to what extent do they work
with students.
5: I can’t, like, think of anything that pops out to me that’s like ‘that’s clearly them reaching out and
trying to communicate with me.’
6: Yeah, me neither
3: I was never looking for it, so…..I never saw anything. Only Gator Wellness Center.
Agassy: Have you received any information from your current health service?
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FOCUS GROUP 2 TRANSCRIPTS CONTINUED
3: Any information about anything, at all ever?
Ag: Yeah, any info from your doctors about your visit….
3: I got a birthday card in the mail.
Agassy: what kind of doctor?
3: It was just the organization, really. I see a Pediatrician and gynecologist there. I’m not a child any-
more, but he was my doctor my whole life.
5: I also still see a pediatrician.
Agassy: How often do you receive these?
3: Well, my healthcare is back in Chicago, Illinois, so I don’t know how helpful this is, but they
switched a lot of communications to online based….it’s “Northshore Connect”. you can email doc-
tors directly, and they can send test results right through the website. So I think I got some sort of in-
formational email like two months ago, but I didn’t open it, because it wasn’t about me. Just…stuff.
2: I constantly get emails from carespot here in Gainesville. About, like, ‘pollen count something
something.’ Just general informational email. But I don’t open them….Unless it says ‘your appoint-
ment is…’
3: My pharmacy here at CVS is awful. They never text me.
Ag: Anything else?
6: Most I get is an email saying you have an appointment coming up.
Agassy: And that’s just a reminder email? No informational stuff?
6: Yeah, that’s it.
Ag: Just emails?
6: it would be tied to whatever the app UF Health is. It would send you an email and then I could go
in the app and get more information.
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3: Mail stuff is super outdated now though….Companies haven’t just stopped doing it because
they’ve realized no one reads them and its not cost effective. They’ve stopped because of like, green
movements and no more paper. So if you’re thinking about suggesting that to the UF Department of
Psychiatry, I think that’s kind of behind the times unless it’s like yearly or biyearly, and it’s a brochure
saying these are the services we provide. But not very often.
1: The thing with that is, some people might, if they get it in the mail, read it. But if they got an email
they might automatically delete it. So maybe a coulple times of year might be worth it, but, at least if
they pick it up they see a little bit rather than automatically deleting it.
5: Yeah you actually have to throw it in the trash.
Agassy: Moving forward…..speaking of promotional materials…We’re going to pass these out, you
guys can take time and look at them, and then we’re going to talk about them.
3: Looking at brochures. Yeah…this is seriously staged.
Agassy: So let’s talk about this one first. Picks up brochure with the woman leaning on someone’s
shoulder. What was everyone’s first impression?
5: Kind of cheesy
2: Yeah it looks like the boyfriend pillow.
3: It was a bunch of text cut off, off center.
Agassy: This was a brochure that hasn’t been released yet. They’re going back and forth about what
the final product should be before they release it. So, this is currently in the works. But what does
everyone think about what’s on it?
4: Just the front?
Ag: Yeah, for now, just the front, and then we’ll talk about what’s in the middle.
3: The picture is accurate
2; Unless your significant other sleeps face down…
3: Oh no, they’re standing.
2: But isn’t it for sleep?
3: Oh no, it’s for depression.
2: Oh, I thought it was for sleep. I guess I didn’t read it. Well, I have problems with the dark blue. As
soon as I looked at it, I automatically didn’t read what was on it.
Ag: And, you said something about the font?
2: Yeah it’s the color combination. It’s the color combination. It just… throws me off and I can’t read
it.
Ag: Was it the orange and the blue? Or the white and…
2: it’s honestly a combination of both. But that’s just, personally something with my head.
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FOCUS GROUP 2 TRANSCRIPTS CONTINUED
3: I agree with the orange. But the white, was fine.
4: Yeah the white popped out more than the orange. To me, I was drawn right to’ major depression.
So if that’s the thing to emphasize, rather than SpringHill Psychiatry or whatever, then that’s catch-
ing. But if it’s meant to emphasize the heading…..then it doesn’t….that’s not the focus. UF Health is
clear.
Agassy: What did ya’ll think about the inside portion of this?
5: I think the middle was easier, and more accessible….easier to read.
Ag: Because of the background color?
5: Yeah.
2: I lmean, I like the fact that it’s not all plain jane, all one single color, but at the same time the varia-
tion of colors is definitely a throwoff. I was able to read the inside, though. The middle part.
1: It looks like the letters was easier to read than with the darker blue.
3: Along with the font, those headings are probably kind of important, so, when I look at that, I don’t
see headings, I just see overwhelming text. So if the headings were easier to read first, if they caught
your eye, I could figure out which part I would want to read better, and direct my attention to that.
Ag: How’d you fix that?
3: Make the heading one font size larger; change the color somehow to something else. I realize
they are doing orange and blue, it makes perfect sense, but somehow….
Ag: And what about this picture? Points to picture of girl with hair in the face.
2: I like it ten times more than any of the pictures on any of the other brochures. It looks so much
more real. Just…less fake, no posing. Like, no ‘here’s my boyfriend pillow’, or ‘here’s us smiling next
to glasses of wine that’s actually water.’ Like no one smiles at their wine glass or water. That one
looks like you actually caught her turning, and it was real.
5: It looks more candid.
Ag: What about this middle insert? Shows picture of three people, old lady in middle with purple
shirt, smiling with glasses of wine
APPENDIX
63. 63
63
4: That’s a weird juxtaposition with ‘depression is a major disease.’ Like…three somewhat….like,
with the wine glasses. Three people smiling like ‘depression is a major disease.’ It’s like, well, ‘these
people know…..’ I mean, you don’t identify with that. If you read that major depression is a major
disease or you have depression you’re like, yeah it is. And then you think, well what are those people
doing?
3: Yeah, actually, back to the pic on the front- if that’s trying to target people who have depression,
then it’s true that the picture doesn’t make any sense. That would be a good picture for someone in
a relationship with someone who has depression, because they could identify with that more.
Ag: And finally, the back….
3: That’s supposed to be a map, right? That’s good.
Ag: Any strong feelings?
2: I feel that it’s better mapped out than rest of the pamphlet.
5: Again, the most eye catching thing is the ‘Uf Health.’ It’s a larger font, more clear…
4: And it’s iconic. It has staying power, I think.
3:which isn’t necessarilya bad thing. Like if someone walked past these brochures….didn’t read
them, and then later had some issue they needed to deal with…they might remember the ‘UF
Health’ and then might be able to look for the services they provide.
4: I think its strange that there’s no….what they’re talking about is sort of vague, you’re not really
sure what it is. It seems euphemistic to a fault. Like, where it’s trying to say ‘this is really safe!” But
we’re actually talking about shocking your brain. So the rhetoric, the writing—which is what I was
really focused on—is just kind of off putting, especially with the juxtaposition of the pictures. It has
nothing to do with transcanerial…I mean, there’s no diagram. There’s no information. It’s just these
generic people. These stocked photographs.
4: Confused
3: Indifferent
2: Confused
1:I want to try to come up with a different word here, let’s see. Um…I mean, indifferent I guess. I
mean, it wasn’t the greatest brochure I ever saw, but it had some information in there. So, one word:
Okay.
5: Uninterested.
6: Frustrated.
Ag: Let’s move on to the next brochure. This is a brochure they’ve actually published. Food brochure
