M3Marketing Methods and MessagesEffective Ways to Promote and Recruit Participants to the CDSMP John Beilenson Libby Bernick December 2007
Where We’re Aiming What We Did What We Learned: Marketing What We Learned: Messages What We Learned: Look and Feel Next Steps Agenda
1 Where We’re Aiming
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
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
2 What We Did
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
3 What We Learned: CDSMP Marketing
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.
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
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
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.
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.
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”?
4 What We Learned: CDSMP Messages
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
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”
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.
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?
5 What We Learned: Look and Feel
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
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.
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.
Possible Creative ApproachesTheme 3: Direction, Encouragement
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?
6 Next Steps
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.
John Beilenson Libby Bernick Strategic Communications & Planning 34 West Avenue, Suite E Wayne, PA 19087 firstname.lastname@example.org 610-687-5495 www.aboutscp.com