Marketing the National Diabetes Prevention Program. Josh Petty, CDC. E-pace Module for State Diabetes Prevention & Control Programs March 7, 2013

Transcription

1 Marketing the National Diabetes Prevention Program Josh Petty, CDC E-pace Module for State Diabetes Prevention & Control Programs March 7, 2013 National Center for Chronic Disease Prevention and Health Promotion Division of Diabetes Translation

2 Outline - Why Marketing? - CDC National Marketing perspective - Available Marketing Materials - Audience Research - Apply what we ve learned - Case Study and Report Out

3 Sergio Zyman: Marketing success: to sell more stuff, to more people, more often, for more money, more efficiently Marketing = More National DPP Spin on marketing: -to get more people enrolled in more classes, more often, more efficiently, to move the needle on type 2 diabetes 1 in 3

4 Who do you want to do what, why, and how?

5 8 9 Implement Develop Implementation Plan Develop Evaluation Plan 7 CDC Social Marketing Wheel 10 Evaluate and Adjust Monitor and Evaluate Internal Assessment Set Budget 6 1 Target Audience Conduct Situation Analysis and Determine Campaign Focus Literature Review Pretest Formative Research Develop Marketing Strategy (4 P s) 5 2 Select Target Audience Determine Objectives and Goals Understand Target Audience, Barriers, Motivations, and Develop Logic Model 4 3 *DTTAC has a wealth of free online learning courses to help including one on making health communication strategies work for your program that utilizes this process. cation/index.html Source: CDC marketing Planning Wheel and Nancy Lee, Social Marketing Services, Inc.

6 National Marketing Objectives Expand support for the National Diabetes Prevention Program from employers (covered benefit + offer lifestyle change program), health care providers (referrals), insurance companies (covered benefit), and organizations (offer program) Increase availability and accessibility of intervention sites, including community organizations and employers Increase referral, enrollment, and retention of people with prediabetes in the lifestyle change program

7 Marketing Elements and Activities Branding Materials Development Provider/ Partner Outreach and Engagement Outreach and Events Brand research Brand definition Brand guidelines Brand roll-out Brand research Brand definition Brand guidelines Brand roll-out Materials audit Formative research and pretesting Program overview Recruitment materials Testimonials Patient referral resources Environmental scan Environmental scan Outreach strategy Messages Outreach and strategy materials for partners Messages and Develop business case for employers/ insurers materials for partners Develop business case for employers/ insurers Earned media Earned media outreach Social media outreach Marketing outreach support for events and conferences Social media outreach Marketing support for events and conferences

8 Materials Development Currently Available Materials/Resources Change for Life video Risk test widget Adaptable Participant Recruitment tools NDEP materials: Game Plans, Recipes, etc. Branded Audience Specific Materials (Spring/ Summer 2013) New look and feel Updated throughout 2013 * Message testing anticipated - OMB clearance required for message testing

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10 Next in the Queue Guidelines for using materials (Co-branding) Pieces specific to audiences (Kits) Employers Insurers Health Care Providers Organizations PSAs More based on feedback

11 Materials: Important Points Designed for lifestyle coaches They do not have the CDC brand attached to them The next round of materials will have CDC brand as well as new program brand The pool of resources will grow Any questions on materials or branding?

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13 Promoting lifestyle programs People at risk for type 2 diabetes Health care provider attitudes Barriers and motivators for change What we know/don t know about HCPs

14 5 groups in 3 cities: Washington DC Tulsa, OK Birmingham, AL Consumers: Unaware Aware Diagnosed Friends and Families, Health Care Providers (HCPs) not-mds Individual interviews with physician (9)

15 Consumers: serious urgency self efficacy testimonial Health care providers: Urgency Serious Efficacy Authoritative Authoritative recommendation

16 Low knowledge about prediabetes Once understood = critical and serious issue See benefits to the lifestyle program Concerned about time commitment (perceived cost) Open to attending Want to know more I want to know how I keep my numbers from going up. What are preventive measures?

17 Unaware Aware Diagnosed Lack of knowledge & what to do Low physician involvement Emphasize Seriousness in the message Testimonials need to relate Pre = less serious Financial barriers were a concern Liked the group setting Urgency message resonates best Misunderstanding of the disease Aware of their bad behavior Self efficacy and empowerment Testimonials from actual participant i.e. not an actor

18 Most agreed they would talk to their friend or family member and encourage them to go There is only so much I can do I could tell them about the program, but they have to make the decision to do it If I go, she goes

19 Concerned about patient s willingness to change Willing to screen and refer patients Need more information cost, facilitator, location, coverage, etc. Preferred efficacy messages HCPs like statistics The referral process has to be simple

20 Pull out your handouts Example: Pharmacists Put it all together Draft a basic plan Start with planning paragraph Use marketing plan template Use your knowledge/experience Fill in the gaps Questions?

21 Now it s your turn Case Studies: -Small state -Large state Read case and develop a basic plan Report back Thank You!

22 Josh Petty, MBA For more information please contact Centers for Disease Control and Prevention 1600 Clifton Road NE, Atlanta, GA Telephone: CDC-INFO ( )/TTY: Web: The findings and conclusions in this report are those of the authors and do not necessarily represent the official position of the Centers for Disease Control and Prevention. National Center for Chronic Disease Prevention and Health Promotion Division of Diabetes Translation