Patient Engagement: It’s The Message That Matters April 7, 2016 Jamie Martin Marketing & Communications

Who We Are  Private, not-for-profit organization established after Hurricanes Katrina & Rita  Neutral convener of Louisiana’s health care stakeholders  State-designated entity for health IT  Tasked by DHH to lead statewide, direct-to-patient campaign to promote health IT

Challenges of state residents demonstrate lowest literacy levels (HRSA) HEALTH LITERACYRURAL STATE of state residents live in rural areas (USDA) LIMITED FUNDING CONSUMER/ PATIENT INTEREST 26%64%

Campaign Development  Health Care Consumer Advisory Council Provides feedback/insights  Pre-campaign survey to identify baseline Sandwich Generation/ CAREG IVERS WOMEN ages Baby BOOMERS  Target audiences were identified:

Adventures In Messaging

The Toolbox: Website  Most visited page: how to get personal health information  Even distribution of new and returning visitors  80% of visits come from mobile devices  Visits have increased by average of 51% per month since launch

The Toolbox: Social Media  Generates 60% of website referrals  Averaging 112,000+ organic impressions per month  Engagement increase of 247% since campaign launch  Facebook vs. Twitter: Which has the better ROI?

The Toolbox: Social Media Promotions  Statewide video challenge held over 4-week period  Promotion cost less than $1,500 including staff time, paid social media advertising & prizes  ROI: $31,098 in marketing value  Winning video: Grace Kennedy, 13

The Toolbox: Blog  By consumers, for consumers  Most popular section of the website  Averages 2,000+ direct reads per month within the state  Greater value than traditional marketing tools like press releases

The Toolbox: Advertising Campaign Footprint OUTDOOR: 5.95M+ impressions/month BROADCAST: 800K+/Month PRINT: 175K+/month DIGITAL/SOCIAL MEDIA: 600K+/month MALL: 5.84M+ impressions/month

The Toolbox: Videos

The Toolbox: Patient Stories Jim Downey, 76 Retired veteran Boyce, La. Health IT Super-User “I’d like every physician to have access to the same information about their patients so that when one doctor makes a change to the patients’ data, the others would be able to see those changes at their facilities. I want the technological barriers removed that might keep my information from being transmitted electronically to the other members of my care team.”

Takeaway Communicate RELENTLESSLY.

Takeaway Less talk, MORE ACTION.

Takeaway Make it PERSONAL.

Jamie Martin Louisiana Health Care Quality Forum 8550 United Plaza Blvd. Baton Rouge, LA Questions?