1. DEVELOPMENT OF SOCIAL MARKETING
CAMPAIGN TO PROMOTE MARYLAND HEALTH
ENTERPRISE ZONE IN ANNAPOLIS – PILOT STUDY
Presenter: Yuru Huang, MHS Candidate
Preceptor: Maura Dwyer, DrPH, MPH
2. 1. Introduction to Maryland Health Enterprise Zones
2. Annapolis HEZ situation report
3. Interview methodology and results
4. Social Marketing Campaign Strategy
Outline
3. Each HEZ will be a contiguous geographic area;
Must have documented evidence of health disparities,
economic disadvantage and poor health outcomes; and
Small enough to allow incentives to have a significant
impact but large enough to track data (population of at
least 5,000).
Health Enterprise Zones:
Criteria to be selected
4. Health Enterprise Zones
Five Health Enterprise Zones in Maryland
(source: DHMH Maryland http://dhmh.maryland.gov/healthenterprisezones/SitePages/Home.aspx)
• Annapolis Community Health Partnership
• Dorchester/ Caroline Counties Competent Care Connections
• Prince George’s County HEZ
• Greater Lexington Park HEZ
• West Baltimore Primary Care Collaborative
5. Challenges in attracting patients and participants
to the new HEZ practices and programs.
What are the barriers? How to overcome?
Social Marketing Campaign
6. What is social
marketing campaign?
Social Marketing is defined as the adaptation of commercial marketing technologies
to programs designed to influence the voluntary behavior of target audience to
improve their personal welfare and that of society of which they are a part.
( Alan R. Andreasen et al., 1994).
7. Location:
Morris Blum Building
1.High readmission rate
2.220 medical 911 calls
3.175 ED visits by 73 MB
residents in 6 months
Annapolis Health Enterprise Zone
Annapolis Community Health Partnership
8. Goal for 2014: 2800 patient visits
Actual Patient visits in 2014: 2132 patient visits
9. Current situation
A total of 184 residents
• More potential patients from the Morris Blum Building
• More reside outside the building
10. Interview—trying to find the question
Hypothesis:
• Educational and health literacy barriers among target patients;
• Changing patient health care utilization patterns;
• Lack of awareness regarding the new programs and services;
• Lack of transportation to new practices and programs
11. Methodology:
Interview methods: Structured, in-person interviews were
conducted with adult patients and community members of
the MB clinic(Annapolis HEZ) . The interview were held
at the MB clinic. Each interview takes approximately 20
minutes and consent is required for all participants.
Source population:
Patients of HEZ clinics and programs in Annapolis
approached by clinic/program staff to participate in the
interview based on opportunity.
Community members in the target community who have
never been to the HEZ clinics were approached based on
opportunity by clinic/program staff to participate in the
interview.
12. Interview Questions
Basic
information
General Health
information
For patients
For community
members
Zip code of
residence
Care provider Awareness Awareness
age,gender,
race
Physical
health
Accessibility
The reason
why not
going
Health
insurance
Mental
Health
Satisfaction
Interested
services
Income and
education
Care service
needed
Preferred
Social Media
Preferred
Social Media
13. Interview Result-MB clinic Patients
Participant 1 Participant 2 Participant 3
Age 19-64 19-64 >64
Gender Female Female Male
Residents in
the building?
Yes Yes Yes
Race Black Black Black/ half Latino
Health
insurance
Yes Yes Yes
How long have
been to MB
clinic
1-2 years 1-2 years 1-2 years
How many
times visited in
the last 12
months
5-9 5-9 10 or more times(everyday)
Service
received
Primary care Primary care Primary care
Education
received
College
8th grade or
less
8th grade or less
14. Awareness
Participant 1 Participant 2 Participant 3
How did you find out
about MB clinic
Heard as
residents
worked in the
resident council
so heard of it
before
Heard as
residents
How well known in the
community(MB clinic)
Well known
(9)
Very well
known(10)
Very well known
How well known in the
community(HEZ)
Little known
(participant
herself didn’t
know)
Some people
might know(7)
little
known(participant
himself didn't
know)
Service provided Well known. Well known.
Not aware of the
exercise class
15. Satisfactory and accessibility for patients
Participant 1 Participant 2 Participant 3
Problem access
the MB clinic
No No No
Perception “I’m glad it’s here”
“Wonderful
services”
“I like it”
Satisfaction score Pretty satisfied(9)
Very satisfied
(10)
Very satisfied
Other services
wanted:
Dental service ,
nutrition class
Intimacy
class,
behavior
coordinate
programs
24/7 line
16. Social media exposure
Participant 1 Participant 2 Participant 3
Most frequently
used social media
facebook facebook Radio
Any other social
media
Youtube Youtube NA
recommended
ways to promote
MB clinic
Word of
mouth, flyer,
facebook
update,
community
social events
Outside the
community:
flyers, social
event, white
page, local
newspapers
word of
mouth, radio
channel
OtherNotes
Check my
email
regularly
Check my
email all the
time
radio channel:
WHOR
17. Interview Result- Non MB clinic Patients
Participant 1 Participant 2 Participant 3
Age 19-64 19-64 19-64
Gender Female Male female
Race Black Black White
Health
insurance
Yes
Amerigroup Medical
Assistance (Medicaid)
Yes Yes
How often see
a doctor
Every Two
weeks
Every 2-4
weeks
Every 6 weeks
Primary care
provider
Forest Drive
Clinic
Forest Drive
Clinic
Forest Drive Clinic
Education
received
High School
graduate or
CED
Some college or
2-year degree
Some high school but did not
graduate
18. Awareness
Participant 1 Participant 2 Participant 3
Heard of MB clinic
Yes , her father lives in
the MB building and is a
patient at the MB clinic.
Yes, he has a
friend live in MB
building
No
Heard of HEZ No No No
Aware of the service
provided
No No No
Interested in the service
provided?
No
Yes
He would be
interested in the
walking groups
and diabetes
management
classes.
No
19. Healthcare accessibility for patients
Participant 1 Participant 2 Participant 3
Problem access
healthcare
• Amerigroup doesn’t
cover many specialists in
the area so she has not
been able to see a
cardiologist, sports
medicine or pain
management specialist.
• She is switching to
Priority Partners who she
thinks does cover more
specialists in the
Annapolis area.
• He has dental issues he
can’t get treated and he
would like to be able to do
exercise, etc. to lose
weight to control his
diabetes.
No
Medical care needs
met?
No, other medical needs are
not met though because the
specialists are not covered
in the Annapolis area and
she does not have a car.
No, Care Coordination
services needed
Yes
What prevents you
coming to MB clinic
Transportation Transportation Transportation
20. Social media exposure
Participant 1 Participant 2 Participant 3
Most frequently
used social
media
facebook NA NA
Any other social
media
Youtube，
twiter
NA NA
recommended
ways to promote
MB clinic
Facebook
update, twitter
update,email
Flyers, word
of mouth
Anne
Arundel
Medical
Center
newsletter
OtherNotes
Social media
recommended
21. Target Audience:
MB residents and non-MB nearby community members:
Most of our target audience are:
• low income, African American mainly with low education level, most
have insurance
• MB residents fully aware of MB clinic while non-MB community members
may not aware
• MB residents are satisfied with the service they received. The reason prevent
the community members from going is the transportation and awareness
• All the participants are not fan of social media, flyers, radio and newspaper
recommended
25. Detailed Strategy
Format
&purpose
Content & purpose
Community
Events
Lectures featuring
health related topics
with light refreshments
as incentive
Content:
Topics include how to change your primary care doctor, how to
choose your insurance and how to manage your health ect
Purpose:
To help target audience to overcome the barriers and teach
them how to properly seek healthcare
Community happy hour
events for MB residents
Content:
Gather them together and talk about health-related issues as
well as introduce the service MB clinic provided.
Purpose:
To get all the residents involved and know more about their
demands
26. Detailed Strategy
Campaign
materials
to distribute
Flyers in the building as the
promotion of MB clinic and
introduction of the services
MB clinic provide
Content:
Highlight the “ convenience” of coming to MB clinic; the “best value” and “excellent
doctors” MB clinic have.
Purpose:
To reach more residents in the building and introduce different intervention
programs
Flyers can also be used as a way to promote the community events we discussed
above
Brochures
Content:
More detailed introduction to the MB clinic , the services/programs MB clinic
provide and how to make appointment to see the doctor in MB clinic
Purpose:
To reach more residents in the building and outside the building, to introduce
different services/programs.
29. Reference:
1 Hussein, C. A., Luckner, M., Samson, R., Matsuoka, K., Mann, D. A., Rekhi, R., ... &
Sharfstein, J. M. (2014). Working with Communities to Achieve Health Equity in Maryland's
Five Health Enterprise Zones. Journal of health care for the poor and underserved, 25(1), 4-10.
2 Quigley, L., Matsuoka, K., Montgomery, K. L., Khanna, N., & Nolan, T. (2014). Workforce
Development in Maryland to Promote Clinical-Community Connections that Advance Payment
and Delivery Reform. Journal of health care for the poor and underserved, 25(1), 19-29.
3 Kennedy, M. G., Genderson, M. W., Sepulveda, A. L., Garland, S. L., Wilson, D. B., Stith-
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5 Andreasen, A. R. (1994). Social marketing: Its definition and domain. Journal of public policy
& marketing, 108-114.
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patient perspectives. Enabling Health and Healthcare Through ICT: Available, Tailored and
Closer, 183, 244.
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