Exploring the Feasibility of Increasing the Visibility of Self Management Education

1. Exploring the Feasibility of Increasing the Visibility of Self Management Education Teresa J. Brady, PhD Arthritis Program Centers for Disease Control and Prevention

2. Project Overview Goal: • Explore the feasibility of developing a self management education visibility campaign that: • appeals to people with a variety of chronic conditions • is not marketing a specific intervention program

3. Project Overview Major Steps: • Environmental Scan/Situational Analysis • Preliminary audience research • Developing and testing revised concepts and channels • Development of Strategic Marketing Plan and supporting materials • Materials/execution testing • Preparation of revised Strategic Marketing Plan and supporting materials for field testing

4. Self Management Education (SME) Definition: • interactive educational interventions specifically designed to enhance patient self-management. Self-management education is: • patient driven • focused on building generalizable skills • i.e.; goal setting, decision making, problem solving, and self-monitoring.

5. Simplified Path to Becoming a Chronic Disease Self Manager (The World According to Terry)

6. Accelerating the Learning Process A-Ha #2 Seeking Resources Self Management Education/Training “gotta learn how” • Physician • Word of mouth • Direct to consumer “maybe a class” How to learn ?

7. Accelerating the Learning Process A-Ha #2 Seeking Resources Self Management Education/Training “gotta learn how” • Physician • Word of mouth • Direct to consumer “maybe a class” How to learn ? Intervention- specific Marketing

8. Environmental Scan/ Situational Analysis • Conducted by FHI360 • 3 components: • Literature review • Review of selected marketing materials • 13 Key Informant Interviews • Perspectives Represented • Advocacy • Government • Health Plans • Pharma • Program development

9. Starting Point:Arthritis Audience Research • 49 Focus Groups • Approximately 375 participants • 4 projects • Attitudes toward Self Management (1999, 2000) • Understanding Attitudes toward AF Programs (2003) • What Do Consumers Want? (2005, 2006) • Exploring the Value Proposition for Self Management Education (2006) Arthritis

10. Selected Learnings about Self Management Education From People with Arthritis • Key reason they do not attend SME programs • Do not know they exist • Don’t seek programs • Believe if they exist, my doctor would have already told me about them • Key motivators for seeking out remedy • Reducing pain and limitation • Maintaining independence Arthritis

11. Selected Learnings about Self Management Education From People with Arthritis • Preferred language • Self management—not self help or self care • Help you learn—not teach you, help build skills • Learn techniques or strategies—not tools or skills • Preferred message carrier • Someone like me, who has benefitted Arthritis

12. Selected Learnings from the Key Informant Interviews • Awareness of SME • Are aware of specific self management behaviors or lifestyle changes • Not familiar with SME concept or programs • Key motivators • Feel better/reduce symptoms • Preferred message carrier • Someone like me, program ambassador

13. Selected Learnings from the Key Informant Interviews • Role of Physicians—Mixed Blessing • Recommendation is motivating • Providers unaware of programs • Providers aware but reluctant to refer • Not part of evidence-based practice • Don’t want to lose control • Are not reimbursed for making referrals

14. Selected Learnings from the Key Informant Interviews Selected Recommendations • Segment on readiness to change/patient activation • Use positive messages focused on quality of life and hope • Recent hospitalization is window of opportunity • Marketing materials not enough; need active outreach strategy

15. Selected Learnings from the Key Informant Interviews • Challenges to a broad awareness campaign • People may pay more attention to messages about “their diseases” • What is the call to action? • ? Ask your Doctor • ? Central web site or 1.800 number

16. Analysis of Intervention-specific Marketing Materials • Arthritis Foundation Self Help Program • CDSMP • CIGNA WellAware for Better Health • Better Choices, Better Health-Diabetes

17. Marketing Materials Commonalities • Materials: • Flyers, brochures, press releases • 2 provide templates for localization • Channels: • Direct mail, media relations, provider outreach, word of mouth • Messages: • Positive tone, emphasize control, benefits of managing disease

18. Where do we go from here? • Environmental Scan Main Conclusions: • Literature not too helpful • Key informant interviews suggest may be value in broad awareness of SME campaign • Marketing materials share common elements • Form a project advisory group • Proceed with initial phase of audience research

19. Contact Info Teresa J. Brady, PhD Senior Behavioral Scientist Arthritis Program Centers for Disease Control and Prevention 4770 Buford Hwy MS K-51 Atlanta GA 30341 770-488-5856 tob9@cdc.gov