Social Marketing Campaign Proposal
Liz Anderson - Sara Gardella - Jim Woodend
Michigan ranks 15th in the United States in terms of Type 2
diabetes prevalence (CDC).
Over 12 percent of adults in Michigan have diabetes, including
around 4 percent who have yet to be diagnosed (MDCH).
Diabetes is ranked as the 6th leading cause of death for people in
Michigan, accounting for 2,823 (3.3%) deaths in 2006 and was a
contributing factor in another 5,812 deaths (MDCH).
Diabetes can lead to a myriad of complications including: heart
disease, stroke, hypertension, kidney disease, visual impairment,
dental disease, and limb amputations.
Since there is no cure for diabetes, programs instead focus on
personal management of the disease.
Through better self-management of the disease, health care
expenses can go down, saving money for the patients and the
State of Michigan.
The Michigan Department of Community Health already has an
existing evidence based program called PATH (Personal Action
Towards Health) targeting a variety of chronic diseases across
Diabetes PATHway will be a focused social marketing effort to
promote the PATH program specifically for those with Diabetes.
The campaign will be promoting a 6-week workshop with 2.5 hour
Each session will focus on self management skills.
Sessions are led by lay leaders who have chronic
conditions, utilizing the “train the trainer” method that has shown to
The purpose of the program is to empower those with diabetes to
take responsibility for their health.
The main focus is to teach them and their caretakers skills to
better manage their health outcomes and improve their quality of
If successful, the implementation of a social marketing campaign
will result in greater knowledge and utilization of this PATHway
workshop as an important health resource.
Framework already in existence across the State of Michigan.
Evidence based with proven benefits of sel-management
High involvement in place with community partners and the state
Program still in infancy.
Lack of community awareness.
Lack of knowledge amongst health professionals who could play
an important part with referrals.
Leaders from the PATH program must be cross-trained for the
Diabetes specific workshop.
As the program is new, there are opportunities for growth.
The program is evidence based.
There is a growing need for preventative healthcare and personal
Great opportunity for a social marketing campaign to increase
awareness of this needed resource.
Michigan’s economic state.
Transportation costs to attend workshop.
Chronic disease in itself may cause issues with being able to
attend the workshops.
State funding has decrease for the health department and
As a result, the program will be challenging and innovative, low
cost methods will have to be implemented.
In order to contribute to the campaign’s success, a target audience
must be identified in order to design the campaign to meet their
The campaign will be aimed at those who have been diagnosed
with Diabetes (1 or 2) who are over 18 years of age.
The campaign will focus only on Michigan as the program is run by
the state health department.
The campaign will also specifically target physicians and health
professionals in Michigan in order to increase referrals and utilize
their current connections with patients.
Increase awareness of the program among patients with Diabetes
through referrals from physicians after diagnosis.
Increase utilization of the program over the next 6 months among
those diagnosed with diabetes.
Increase overall beliefs of the effectiveness of the Diabetes
Goals have been quantified to allow for specific evaluation.
Increase utilization of the program over the next 6 months among
those diagnosed by 25% through physician referral and awareness
Reach 150 physicians in the state of Michigan over the next 6
months to educate them about the program and give them
brochures to give to their patients.
Dealing with and maintaining the effects of Diabetes can be
Many people lack self efficacy in regards to self-care behaviors.
Some may lack the ability to attend the workshops.
Physicians may mistrust the program and instead prefer their own
efforts rather than making referrals.
Physicians already inundate their patients with a large amount of
information, and the referrals and resources may get lost in the
high volume of information.
Attractive desired behavior: Living a full, normal life, minimizing the
ill-effects of diabetes.
Proper maintenance greatly minimizes the negative aspects that
people fear when diagnosed.
Physicians will have an additional resource for their patients
without having to put in extra time throughout their jam-packed
May eliminate costly office visits.
Other daily activities that will be disrupted by maintenance
Want and need people may have to hide the disease or maintain
“normal” life from pre-diagnosis
Physicians have many patients dealing with disease, and the busy
nature of their day may stop them from taking time to explain the
program to Diabetes patients.
Main focus is for target audience to perform appropriate
maintenance in order to achieve health benefits, so positioning will
be benefits focused.
Emphasize that by taking these PATH steps, they will receive
benefits but also eliminate negative aspects of the disease.
The campaign will show added benefits with group participation.
Desired behavior: Personal Action Towards Health through
Core Benefit: Positive health outcomes from proficiency in
personal care and management.
Augmented Products: Workshop attendance, skill
adherence, resource materials, “service” through social networking
Marketing Mix: Price
The goal of the campaigns marketing mix is to show that benefits
outweigh the costs in participation.
Minimal fees for workshop attendacne.
Transportation cost, time and effort for attentedance.
Energy investment for skill adherence.
Personal nature of workshop may take participants out of “comfort
Price incentives exist - less later healthcare costs and more severe
health issues through self-care and prevention .
Focus on getting the word out to those with Diabetes and
healthcare professionals at places they already frequent.
Physician offices, pharmacies, health resource fairs, health
Workshop locations, Michigan PATH headquarters.
Online discussion boards.
Messages with the meaning of the PATH acronym.
Snapshots of information available at workshops.
Marketing team members will communicate with physicians, urging
them to refer patients to the program.
Messengers are PATH employees and physicians/health
professionals who agree to distribute materials.
Channels will include partnership with MiPath and health
professionals as well as social media channels.
Traditional print and commercial materials
(brochures, posters, TV/Radio spots)
Ability to increase awareness of the Diabetes PATHway program
among target market and increase utilization over 6 months.
Examine whether the social marketing approach has increase
belief in the program’s effectiveness.
Audience: Michigan patients over 18 diagnosed with Diabetes,
specifically those referred to the program by physicians.
Feedback throughout implementation regarding campaign
materials and activities for effectiveness.
Implementers meet with phsyicians to discuss referral process and
Participant survey upon attendance to determine where they heard
about the program to evaluate campaign reach.
Focus groups for qualitative feedback regarding social media and
website usability and effectiveness.
Pre and post test surveys with patients at local physicians to
determine how many were utilizing the program and if use had
Will also measure behavior change, administered at several points
throughout the span of the workshop series.
Questions will also address patient beliefs in the programs
effectiveness, and will also be administered to those who did not
participate to evaluate their awareness and perceptions.