M 3 Marketing Methods and Messages Effective Ways to Promote and Recruit Participants to the CDSMP

1. M3Marketing Methods and MessagesEffective Ways to Promote and Recruit Participants to the CDSMP John Beilenson Libby Bernick December 2007

2. Where We’re Aiming What We Did What We Learned: Marketing What We Learned: Messages What We Learned: Look and Feel Next Steps Agenda

3. 1 Where We’re Aiming

4. Promoting CDSMP Dissemination • Identify best practices for CDSMP marketing and recruitment • Create and make available “state-of-the-art” marketing and recruiting tools • Use of marketing materials is optional and voluntary, no NCOA mandates • Support state agencies’ and local providers’ efforts to build awareness and recruit CDSMP participants

5. Webinar Goals • Extend research findings and expand understanding of effective ways to recruit older adults to the CDSMP • Get feedback on possible creative directions for CDSMP marketing materials • Share information and build a collaborative approach to marketing the CDSMP

6. 2 What We Did

7. Research on Marketing Best Practices • NCOA “Integrated Outreach” strategies • Conducted a detailed literature survey and interviews to identify best practices • Crafted a best practice, health communications strategy aimed at older adults • CDSMP marketing strategies • Scanned published literature specific to CDSMP marketing • Interviewed 6 key informants • Reviewed CDSMP marketing materials (brochures, posters, leaflets, recruiting letters, presentations) • Survey of Webinar participants

8. 3 What We Learned: CDSMP Marketing

9. About CDSMP Dissemination • Developed in early 1990s by Stanford Center for Research in Patient Education, based on a successful arthritis self-management program. • Broad experience and demonstrated efficacy in a variety of settings, populations, and chronic conditions • Now used internationally in 15 countries and in 39 US states. • Strong marketing and recruitment are a cornerstone of CDSMP success, but relatively little research and few tools to support marketing and recruitment.

10. Sustained, Personalized Marketing Works Best • Research and survey agree: Face-to-face presentations and meetings, especially to generate initial awareness, are most effective for every key audience (prospective participants, health care professionals, aging service providers, local media, local authorities, etc) • Successful programs start with who they know and “work their network” within a community. • These initial marketing/awareness strategies are labor intensive; later efforts can be more focused on recruitment and capitalize on the “buzz.” • The best marketing approaches: • Begin before scheduled workshops • Match the availability of classes • Are sustained over time

11. Other Marketing Channels That Work • Recruitment letters to patients from clinical practices get 5-11% response rate.* • Human interest articles in local/targeted media build awareness. • Faith-based outreach in African American communities, Web-based strategies in Native American tribes have promise. *Lorig, 2005, Washburn 2007, Sobel 2007

12. Marketing Channels That Don’t Work • “Impersonal” marketing channels less effective in building early awareness: • Broadcast media outreach • PSAs and general advertising • Press releases • Letters sent to community groups and leaders • “Cold” flyer mailings/posting • Survey says… • Some of the most commonly used marketing techniques are not perceived as the most effective. • Examples: distributing brochures/leaflets, print ads, posters • Presentations to community groups are widely used, but much more effective for some agencies than others.

13. Organizational Capacity is Critical • Face-to-face approaches by program champions work best initially, but are labor intensive. • Programs need either full time or part time staff with marketing expertise and multiple responsibilities. • Partnering with other organizations in the community helps build awareness and leverage limited resources.

14. CDSMP MarketingDiscussion • What do you think about these research findings? • How consistent are these learnings with the experience in your particular state? • How effective are the different marketing techniques used in your state? How do you judge “what works”?

15. 4 What We Learned: CDSMP Messages

16. Highlighting the Benefits and Features of CDSMP • CDSMP messages that resonate with people: • Regain control of your life; be calmer, more confident • Feel better, have more energy, and get relief from your symptoms (pain and fatigue) • Feel more connected to others • The CDSMP format attracts participants because it is: • A structured program, not a drop-in support group • Choice-based (not prescriptive) • Taught by trained leaders

17. Language Matters • The specific name and words used to describe the program are very important. • Respondents suggested NCOA should avoid: • Technical jargon like “chronic” and instead use “ongoing” or “long term” • Negative words like “disease” and instead use “health condition” • The terms, “course” or “program,” and instead use “workshop”

18. Proposed Messages • CDSMP helps you regain control of your life and do the things that matter. • You will be calmer, less worried, and more confident about managing your life and health. • CDSMP can help you feel better. • You will have energy to do more and get relief from your pain, fatigue, and other symptoms. • CDSMP will connect you with others. • The workshops allow you to meet new people, share what you know, and come up with new ways to improve your life.

19. CDSMP MessagesDiscussion • What do you think about our research findings about CDSMP messages? • How consistent are these learnings with your experience in your particular state? • How well do you think these proposed messages will resonate with workshop attendees?

20. 5 What We Learned: Look and Feel

21. Best Practices: Images and Graphic Identity • Consistent branding and messaging matter • Positive, professional-quality photographic images of older adults • Thoughtful graphic layout • Vivid, appealing colors and an overall appearance consistent with promoting messages of taking control, having more energy, and being pain free • Large, easy-to-read typography

22. Colors Influence Perceptions about CDSMP • Color associations • Red – health, courage, vigor, strength • Orange – encouragement, stimulation, kindness • Yellow – confidence, comfort, joy • Blue – health, happiness, tranquility, healing • Too blue? • The one color on which almost all can agree. • Almost ¾ of American corporations use blue for their corporate color and miss an opportunity to distinguish or differentiate themselves.

23. NCOA’s Approach • NCOA’s marketing materials will be optional tools for state and local agencies to use as they desire. • Variety of CDSMP workshop names already exist (e.g., Living Well, Living a Healthy Life); NCOA is not imposing a name change for programs underway. • NCOA will also seek feedback from older adults and workshop attendees from diverse populations.

24. Possible Creative ApproachesTheme 1: Nostalgia

25. Possible Creative ApproachesTheme 2: Optimism and Comfort

26. Possible Creative ApproachesTheme 3: Direction, Encouragement

27. Possible Creative ApproachesTheme 4: Energy, Vigor, Movement

28. CDSMP Discussion: Look and Feel • How well do you think these visual themes or approaches will resonate with workshop attendees? • Which are worthy of further exploration? • Are there other symbols that we might consider?

29. 6 Next Steps

30. Next Steps • Continue to solicit, compile, and disseminate feedback on effective marketing and recruiting techniques. • Get focus group input on possible creative approaches from older adults and workshop attendees. • Longer term: Develop templates of marketing materials and make them available for use by state and local agencies.

31. John Beilenson Libby Bernick Strategic Communications & Planning 34 West Avenue, Suite E Wayne, PA 19087 jbeilenson@aboutscp.com 610-687-5495 www.aboutscp.com