1 Marketing Palliative Care: Knowing Your Audiences and Developing Your Messages CAPC Seminar Chicago, IL November 3, 2006 Sharyn M. Sutton, PhD Managing Director, Communication & Social Marketing, American Institutes for Research (AIR) ®®

2 4 Things to Take Home 1.It’s not about us 2.Marketing is critical for success 3.6 Strategic Questions to market and promote hospital-based palliative care services 4.Next Steps: Materials and resources to get you started

What about us? We know too much We care too much We have too much experience We live in our own reality…. 3

4 Research Attitudes Feelings Beliefs Experiences Values Needs Behavior Understand Audience’s Reality It’s about them

5 Palliative care has multiple audiences… …with different realities

6 WARNING: You are not the target audience!

7 Non-PC Physician: “Now that we have relegated that patient to going to heaven, we divert our energies to those we think we can still save or reverse their disease process.” -Primary care physician

8 Debra Barone from “Everybody Loves Raymond” “Ray, you don’t start planning your death, you go into denial like a regular person.”

9 Marketing is a discipline that offers a framework for engaging people to influence behavior

10 Good marketing is a highly personal interaction between us and our audience. It lets us say: “I know a lot about you, I understand you pretty well, and I understand your problems, your aspirations and your needs...

11 “What I want to tell you about is something that I believe in and I’m enthusiastic about, and honestly think you will be too... …as soon as I give you the facts and let you make up your own mind.”

strategic questions for marketing and promoting palliative care Target? Action? Rewards? Support? Image? Openings?

13 Who is the target and what is their reality? 1. THE TARGET

14 Let me tell you about palliative care

15 MARKETING CAN HELP… Administrators hear your message Physicians see the benefit of PC Clinicians and patients seek referral

16 Marketing works to see through the eyes of the audience, whether it’s an administrator, clinician, funder, caregiver, or patient

17 Marketing Respects the Audience’s Reality Physician’s World Provide quality medical treatments Care about their patients Focused on their specialty May view family needs as outside their scope Stretched for time Medicine not like it use to be

18 As marketers we differentiate between how we see palliative care as experts (Attributes) and how our audience views palliative care (Benefits and Costs)

Attributes 19 Copy: Longer wheel base High-rigidity body underpins 17-inch ventilated disc breaks

Benefits Copy: Eye-catching style on the outside. Surprising luxury on the inside. Just call it sheet metal magnetism. GET THE FEELING

Palliative Care Attributes (How we talk about palliative care – taken from existing materials) Palliative care… Is interdisciplinary -- a team approach Is a whole patient care solution Is patient-centered Provides advanced care planning Involves the patient in care planning Recognizes that death is natural Strengthens the continuum of care Improves quality of care for the dying 21

Translating attributes: Hospital Administrator Benefits Attribute Benefit Is interdisciplinary Is the right thing to do Strengthens the continuum of care Structures resources to efficiently deliver quality care Meets JCAHO standards,  costs,  capacity Handles discharge planning 22

Translating attributes: Clinician Benefits Promotes patient and family involvement Provides patient- centered approach Handles time- intensive patient-family communication, after hours calls Increases patient and family satisfaction with primary physician Attribute Benefit 23

TAKE ACTION What do we want the target to do?

What exactly do you want them to do when they receive our message? 25

What are they doing now? Competitive Actions What is their current behavior? Why do they take those actions? What do they gain from the status quo? 26

27 Our desired action must be specific Administrator –Approve the PC program proposal –Review our assumptions on outcome measures Clinician –Ask us to come with you when meeting with the patient’s family –Trigger a consultation -- And don’t forget “the ask” 27

THE REWARD What’s in it for them?

29 Marketing Exchange What benefits can we offer in exchange for the action? Are they worth the cost?

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Benefits (and costs) are: Subjective/personal In the present, not the future Unknown until you talk to your audience 32

What do administrators want? Medical error reduction Solid bottom line JCAHO compliance Staff retention Patient satisfaction, loyalty Increased capacity 33

What do clinicians want? Good clinical outcomes Control over patient care Ability to focus on their practice More time Satisfied patients and families To feel like good doctors 34

35 Rewards hospices can offer hospitals Low start up costs Hard to find expertise Continuity of care

“Swallow Your Cause” Rewards may have nothing to do with “our cause.” They come from the personal wants of our audience. You must communicate the rewards to sell palliative care! 36

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