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John BeilensonLibby Bernick

December 2007

M3

Marketing Methods and Messages Effective Ways to Promote and Recruit Participants to the

CDSMP

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Agenda

1. Where We’re Aiming 2. What We Did3. What We Learned: Marketing4. What We Learned: Messages5. What We Learned: Look and

Feel6. Next Steps

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Where We’re Aiming

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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

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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

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What We Did

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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

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What We Learned: CDSMP Marketing

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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.

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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

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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

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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.

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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.

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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”?

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What We Learned: CDSMP Messages

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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

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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”

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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.

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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?

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What We Learned: Look and Feel

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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

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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.

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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.

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Possible Creative Approaches Theme 1: Nostalgia

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Possible Creative Approaches Theme 2: Optimism and Comfort

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Possible Creative Approaches Theme 3: Direction,

Encouragement

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Possible Creative Approaches Theme 4: Energy, Vigor,

Movement

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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?

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Next Steps

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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.

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John BeilensonLibby Bernick

Strategic Communications & Planning34 West Avenue, Suite E

Wayne, PA 19087

jbeilenson@aboutscp.com610-687-5495

www.aboutscp.com