Developing a Research-Based Social Marketing Campaign to

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Developing a Research-Based Social Marketing Campaign to Powered By Docstoc
					Increasing Screening for
Colorectal Cancer in Oregon
Applying Research
to a Social Marketing Campaign
Presented at OPHA, October 19, 2010
By Jennifer Messenger Heilbronner
Background

• Goal: Determine barriers and
  motivators to colorectal cancer
  screening

• Methodology
  –   Literature and campaign review
  –   Strategy session with CRC Task Force
  –   Executive interviews (18)
  –   Consumer focus groups (9)
  –   One-on-one consumer interviews (7)
  –   Follow up survey with consumers
   Summary: Increasing
   Colorectal Cancer Screening




                                                                                              GOAL: 80% of Oregonians age 50+ are screened.
Motivators
1. Provider referral
                                                                     Recommendations
2. Personal testimonial
                                                                     1. Use a social
3. Conversation and        Barriers            Early Results            marketing approach
   dialogue                1. Cost             In-depth dialogue     2. Engage providers &
4. Message:                   (perceived
                                               in focus groups          consumers
    • Preventive              and actual)
                                               already caused        3. Lower the cost
    • #2 cancer killer     2. Lack of
                                               shifts in behavior.   4. Normalize the topic
    • Easy procedure          information
    • Men and women        3. Lack of access                         5. Mobilize
    • No symptoms                                                       messengers
    • Different options/
       prices
Oregon Department of Human Services, HPCDP Section
Colorectal Cancer Campaign
Strategic Approach

                                                                           Media
                                                                         Campaign
Equip
                                                     Provider Networks
Work through provider networks and insurance
                                                        & Insurance
systems to prepare and equip primary care
                                                          Systems
providers and specialists to empower their
screened patients to serve as
messengers/champions for CRC screening, and
to encourage (and refer) their unscreened
patients for screening.




                                                            Equip
                                                       Primary Care                 Not-Yet-
                                                       Providers &                  Screened
                                                        Specialists                  M/W 50+
Oregon Department of Human Services, HPCDP Section
Colorectal Cancer Campaign
Strategic Approach

                                                                             Media
                                                                           Campaign
Equip
                                                     Provider Networks
Work through provider networks and insurance
                                                        & Insurance




                                                                              Empower
systems to prepare and equip primary care
                                                          Systems
providers and specialists to empower their
screened patients to serve as
messengers/champions for CRC screening, and
to encourage (and refer) their unscreened
patients for screening.




                                                            Equip
Empower                                                                    Already
Employ mass media communication and direct                                Screened
outreach through primary care providers,
specialists and insurance systems to motivate                            Oregonians
and empower already screened Oregonians to
tell their stories and encourage the people they
know to also be screened.




                                                       Primary Care                     Not-Yet-
                                                       Providers &                      Screened
                                                        Specialists                      M/W 50+
Oregon Department of Human Services, HPCDP Section
Colorectal Cancer Campaign
Strategic Approach

                                                                             Media
                                                                           Campaign
Equip
                                                     Provider Networks                      Other
Work through provider networks and insurance
                                                        & Insurance




                                                                               Empower
systems to prepare and equip primary care                                                Influencers
                                                          Systems
providers and specialists to empower their
screened patients to serve as
messengers/champions for CRC screening, and
to encourage (and refer) their unscreened
patients for screening.




                                                                                              Encourage
                                                            Equip
Empower                                                                    Already
Employ mass media communication and direct                                Screened
outreach through primary care providers,
specialists and insurance systems to motivate                            Oregonians
and empower already screened Oregonians to
tell their stories and encourage the people they
know to also be screened.



Encourage
Through conversations with their primary care          Primary Care                      Not-Yet-
providers and specialists, as well as their            Providers &        Encourage      Screened
already-screened peers—and with                         Specialists                        M/W 50+
encouragement and reinforcement from other
influencers (e.g., employers)—encourage not-
yet-screened Oregonians to be screened for
CRC.
Oregon Department of Human Services, HPCDP Section
Colorectal Cancer Campaign
Strategic Approach

                                                                             Media
                                                                           Campaign
Equip
                                                     Provider Networks                      Other
Work through provider networks and insurance
                                                        & Insurance




                                                                               Empower
systems to prepare and equip primary care                                                Influencers
                                                          Systems
providers and specialists to empower their
screened patients to serve as
messengers/champions for CRC screening, and
to encourage (and refer) their unscreened
patients for screening.




                                                                                              Encourage
                                                            Equip
Empower                                                                    Already
Employ mass media communication and direct                                Screened
outreach through primary care providers,
specialists and insurance systems to motivate                            Oregonians
and empower already screened Oregonians to
tell their stories and encourage the people they
know to also be screened.



Encourage
Through conversations with their primary care          Primary Care                      Not-Yet-
providers and specialists, as well as their            Providers &        Encourage      Screened
already-screened peers—and with                         Specialists                        M/W 50+
encouragement and reinforcement from other
influencers (e.g., employers)—encourage not-
yet-screened Oregonians to be screened for
CRC.
Next Steps

• Implement pilot, evaluate
  – Clatsop County
  – Portland Metro
• Adjust five-year campaign strategy
  based on pilot learnings
• Implement five-year campaign