Produced by The Alfred Workforce Development Team on behalf of DHS Public Health - Diabetes Prevention and Management Initiative June 2005 Recruiting consumers The use of social marketing techniques and communication strategy Module 5.3

DPMI Workforce Development – The Alfred Workforce Development Team June 2005 Presentation purpose Target audience Health professionals and project workers on DPMI projects Aim To recruit consumers to DPMI programs Objectives Provide an overview of the issues in recruiting consumers Explore the barriers and facilitators in engagement Discuss consumer need and communication strategies

DPMI Workforce Development – The Alfred Workforce Development Team June 2005 “We had a great program but we just couldn’t manage to recruit the consumer numbers we wanted…”

DPMI Workforce Development – The Alfred Workforce Development Team June 2005 The ideal referral pathway A need for a service identified Service provider or friend asked for help ReferralIntake, eligibility screening Service Access

DPMI Workforce Development – The Alfred Workforce Development Team June 2005 The referral pathway maze!! A need for a service identified Service provider or friend asked for help ReferralIntake, eligibility screening Service Access Access Denied Access Denied Access Denied Access Denied Don’t ask: isolated and disconnected Don’t know where to turn Bad referral Lack of follow through Redirected referral Ineligible for service Can’t complete application process Cost, physical access, transport, language barriers Service doesn’t exist or details changed Service provider unaware of appropriate service Green = Ideal pathway Red = Diversion

DPMI Workforce Development – The Alfred Workforce Development Team June 2005 Who are your target group? Characteristics Who? e.g. primary target – consumers, secondary target – service providers Demographics (e.g. age, where they live, gender, cultural background) Psychographics (e.g. how they live, mindset) Needs and experiences (e.g. qualitative research, consumer participation) Choose segments of the target group Can you drill the target group down further to make targeting easier?

DPMI Workforce Development – The Alfred Workforce Development Team June 2005 Does the program strategy fit with consumer needs? Program / Service  What is the program / service?  Can people/agencies clearly identify with it (do they feel and acknowledge there is a problem)?  Are the benefits to the consumers/providers/agencies identified?  Are the people delivering the program consistent with consumer needs (e.g. service providers or consumers, how selected, trained and motivated)?  Is it a structured and validated program?  What “physical evidence” are you providing to give tangibility to your program?

DPMI Workforce Development – The Alfred Workforce Development Team June 2005 Does the program strategy fit with consumer needs? Price  What is the cost to individuals/agencies?  What do they have to give up? (Time, money, discomfort, effort) Place  Is where you are delivering the program consistent with needs and accessible? Go to where people are People/health professionals will not go looking for your program or message.

DPMI Workforce Development – The Alfred Workforce Development Team June 2005 Does the program strategy fit with consumer needs? Processes  Do you have clear referral pathways with multiple entry points?  Does your pathway build on systems in place to embed program? Intake systems / central coordination / recall and reminder  Do you have strategies to combat obstacles? Brainstorm and do risk analysis Walk through the process as a consumer

DPMI Workforce Development – The Alfred Workforce Development Team June 2005 Does the program strategy fit with consumer needs? Promotion  Do you have a comprehensive communication program using all types of media?  What is the message you seek to promote? May have different messages for different target groups Focus on benefits Focus on one core proposition e.g. call to action for service providers Desirable, exclusive and believable

DPMI Workforce Development – The Alfred Workforce Development Team June 2005 Consumer behaviour Consumers of a service want information before recruitment Consumers will prefer personal over impersonal sources of information Consumers give greater credibility to independent sources of information Consumer who have had a prior experience with the service are more likely to turn to their memories first before collecting new external information

DPMI Workforce Development – The Alfred Workforce Development Team June 2005 An example: Communicating risk Factors influencing thinking on risk  People underestimate risk related to chronic disease overestimate communicable disease  Trust Who is telling me are they trustworthy?  Risk less acceptable if: Imposed Distributed unevenly Resulting from man made Hidden/irreversible

DPMI Workforce Development – The Alfred Workforce Development Team June 2005 An example: Communicating risk May need to work on changing perception of risk in the community Set the agenda  Getting the issue on the air  Facilitating the acceptance of change  Promote response efficacy -convince HPs and consumers changing will have an effect  Build self efficacy (consumers and HPs)

DPMI Workforce Development – The Alfred Workforce Development Team June 2005 Communication strategy Communications Strategy  Communication objectives / message  Target group (s)  Budget Communications Strategy  Communication objectives / message  Target group (s)  Budget Advertising  Newspaper  Radio  Posters, flyers  Direct Mail  Association / organisation newsletters Advertising  Newspaper  Radio  Posters, flyers  Direct Mail  Association / organisation newsletters Personal Selling  Word of mouth  Peer leaders  Presentations  Recruitment through providers Personal Selling  Word of mouth  Peer leaders  Presentations  Recruitment through providers Publicity  Editorials  Press releases/ news stories  Local newspaper, community radio/TV Publicity  Editorials  Press releases/ news stories  Local newspaper, community radio/TV Point of contact  Systems generation referral letters and service coordination tools  Displays  Internet, telephone hold Point of contact  Systems generation referral letters and service coordination tools  Displays  Internet, telephone hold Program Strategy Program Strategy Consumer Characteristics & Behaviour Consumer Characteristics & Behaviour

DPMI Workforce Development – The Alfred Workforce Development Team June 2005 Know what works and milk it!! Utilise consumers to test concepts Continually evaluate Build referral / recruitment information into practices Make strategy fluid and change if not working

DPMI Workforce Development – The Alfred Workforce Development Team June 2005 Key messages Talk to your target group Develop and test a definitive plan Segment your market Position your program Know your competition Go to where your audience is with a program they want Use a variety of approaches Use models and systems in place Build partnerships Evaluate and rethink

DPMI Workforce Development – The Alfred Workforce Development Team June 2005 An example – Pre diabetes self management program Target groups  Consumers with IGT/IFG and/or cardiac disease, obesity, hyperlipidaemia, hypertension etc and past history of GDM in catchment Key initial key target – people with diabetes in their families Consumer participation through CHC reference group and diabetes support group with individual interviews of people with IGT/IFG  Service providers Service providers acute and community General practitioners, diabetes physicians and educators Interviewed for needs and processes

DPMI Workforce Development – The Alfred Workforce Development Team June 2005 An example – Pre diabetes self management program Program  Evolve program from validated, established diabetes self management program – 4 weeks  Run health professional and consumer team  Physical evidence of information on recruitment flyers and handouts each week of program  Add education about pre diabetes with service providers Price  $10 cost to consumers for handouts and refreshments Place  Run over catchment. Initially at CHC then accessible locations eg council offices, acute care, RSL

DPMI Workforce Development – The Alfred Workforce Development Team June 2005 An example – Pre diabetes self management program Processes  Referral pathway with multiple intake points from direct referral, service providers, GPs, non health providers (eg community information service)  GP, acute and specialist referral for newly diagnosed with referral pads, electronic referral and practice nurse reminders linked to SC tools  Focus on intake workers/GPs in local settings with electronic tagging and recall and reminder system  Feedback loops to GPs and service providers with consumers permission

DPMI Workforce Development – The Alfred Workforce Development Team June 2005 Communication strategy - GPs GP Characteristics  Time poor  Information overloaded  Don’t understand prediabetes  Don’t know how to sell programs  Want to see track record of programs before refer  Low referral to community  Best for consumers  Clear benefits for selves GP Characteristics  Time poor  Information overloaded  Don’t understand prediabetes  Don’t know how to sell programs  Want to see track record of programs before refer  Low referral to community  Best for consumers  Clear benefits for selves Communications Strategy  Interested GPs and practice staff identified by DGP/ GPs in catchment  Be aware of program, clear benefits, referral pathway, target groups and refer appropriately (action). Utilising role models and evidence of effectiveness Communications Strategy  Interested GPs and practice staff identified by DGP/ GPs in catchment  Be aware of program, clear benefits, referral pathway, target groups and refer appropriately (action). Utilising role models and evidence of effectiveness Media Advertising  Targeted awareness and gain credibility  Targeted faxes from DGP to (interested) GPs/practice staff Media Advertising  Targeted awareness and gain credibility  Targeted faxes from DGP to (interested) GPs/practice staff Personal Selling  Targeted awareness & relationship building  Individual visits to identified GPs/ practice staff with DGP staff.  Time plus payment for GPs / morning tea  Presentation at CME sessions  Models with practice staff to aid referral eg mail outs, targets on electronic data base (personal letters, reminders to GP) Personal Selling  Targeted awareness & relationship building  Individual visits to identified GPs/ practice staff with DGP staff.  Time plus payment for GPs / morning tea  Presentation at CME sessions  Models with practice staff to aid referral eg mail outs, targets on electronic data base (personal letters, reminders to GP) Publicity  General awareness, gain credibility, promote results, reminder  Article in DGP newsletter, local newspaper, article in family physician on prediabetes and education that could circulate to GPs Publicity  General awareness, gain credibility, promote results, reminder  Article in DGP newsletter, local newspaper, article in family physician on prediabetes and education that could circulate to GPs Point of contact  General awareness,, facilitate referral, reminder  Service coordination tools  Information pack and facilitated help  Electronic reminders, referral pads, posters and ed material in waiting room Point of contact  General awareness,, facilitate referral, reminder  Service coordination tools  Information pack and facilitated help  Electronic reminders, referral pads, posters and ed material in waiting room

DPMI Workforce Development – The Alfred Workforce Development Team June 2005 Communication strategy - Consumers Consumer Characteristics  Diverse demographic group  Maybe clustered around higher risk families  May or may not have other chronic conditions and access community services  May know they have CVD risk factors before “Pre diabetes”. Consumer Characteristics  Diverse demographic group  Maybe clustered around higher risk families  May or may not have other chronic conditions and access community services  May know they have CVD risk factors before “Pre diabetes”. Communications Strategy  People with risk factors for diabetes in catchment  Be aware of program, clear benefits, intake pathway, target groups and call number to book and attend (action). Utilising role models and endorsement from DAV Communications Strategy  People with risk factors for diabetes in catchment  Be aware of program, clear benefits, intake pathway, target groups and call number to book and attend (action). Utilising role models and endorsement from DAV Media Advertising  Awareness, gain credibility  Ads in local newspapers,,diabetes and stroke association, CHC newsletter, local radio featuring higher profile consumers and role models  Local Telephone hold messages, direct mail box drops  Real estate boards around catchment Media Advertising  Awareness, gain credibility  Ads in local newspapers,,diabetes and stroke association, CHC newsletter, local radio featuring higher profile consumers and role models  Local Telephone hold messages, direct mail box drops  Real estate boards around catchment Personal Selling  Targeted awareness & relationship building  Ask people with diabetes to recruit family members  Through service providers including GPs  Target people with known diabetes to action relatives as well as those diagnosed with IFG,IGT  3 local GP clinics utilising data base to send letters from GP. Personal Selling  Targeted awareness & relationship building  Ask people with diabetes to recruit family members  Through service providers including GPs  Target people with known diabetes to action relatives as well as those diagnosed with IFG,IGT  3 local GP clinics utilising data base to send letters from GP. Publicity  General awareness, gain credibility, reminder and promote results  Article in council newsletter, association newsletters, school and kindergarten newsletters, local newspaper  Before and after event Publicity  General awareness, gain credibility, reminder and promote results  Article in council newsletter, association newsletters, school and kindergarten newsletters, local newspaper  Before and after event Point of contact  Awareness and Reminder of program  Posters and service providers  Enrolment information, reminder call and follow- up once enrolled Point of contact  Awareness and Reminder of program  Posters and service providers  Enrolment information, reminder call and follow- up once enrolled