2. Transforming Access to Behavioral Health Information LCDR Michael B. Ahmadi, MPH, CHES Program Management Officer USPHS Scientific and Training Symposium June 23, 2011 11:15 AM – 12:15 PM

3. Agenda Background/Need Components of Behavioral Health Communications Platform Building the Vision Benefits of the Project Case Studies Looking Forward 3

4. An Unmet Need Just over 95 percent or 19.8 million of the 20.8 million people classified as needing substance use treatment because of the problems they experienced did not feel they needed treatment. 1 In 2009, 12.0 million adults aged 18 and older (5.3 percent) reported an unmet need for mental health care in the past year. These respondents included 6.1 million adults who did not receive any mental health services in the past year. Among the 6.1 million, several barriers to care were reported, including cost, lack of health insurance coverage, and not knowing where to access care. 2 1 Substance Abuse and Mental Health Services Administration (SAMHSA). (2009). Results from the 2008 National Survey on Drug Use and Health: National findings. (OAS, NSDUH Series H-36, DHHS Publication No. SMA 09-4434). Rockville, MD: SAMHSA. 2 Substance Abuse and Mental Health Services Administration (SAMHSA). (2009). Results from the 2009 National Survey on Drug Use and Health: Mental health findings. (Office of Applied Studies, NSDUH Series H-39, DHHS Publication No. SMA 10-4609). Rockville, MD: SAMHSA.

5. One of SAMHSA’s Four Key Messages –Affordable Care Act (ACA) –Mental Health Parity and Addiction Equity Act (MHPAEA) SAMHSA is Leading the Change –Eight Strategic Initiatives –Strategic Initiative #8: Public Awareness and Support Increasing the understanding of mental and substance use disorders and the many pathways to recovery to achieve the full potential of prevention, help people recognize mental and substance use disorders and seek assistance with the same urgency as any other health condition, and make recovery the expectation. Behavioral Health is Essential to Health

6. Behavioral Health Communications Platform

7. Reaching SAMHSA’s Constituents Contact Center Inquiries586,736 Orders Fulfilled166,888 Publications Shipped13,007,124 Web Visits6,527,572 PDF Downloads1,606,528 e-Blast Distribution6,151,634 Exhibit Visitors57,085 Total Touchpoints28,103,567 January 1—December 31, 2010

8. Building the Vision

9. Knowledge Management Project Goals Apply knowledge management principles to support full set of services provided in an “information network” (versus “clearinghouse”) and support SAMHSA program staff – Knowledge within SAMHSA publications – Knowledge about SAMHSA content (how it is used, by who, when, how much, etc.) Improve service to customers with a set of new features on a unified Web site Track and anticipate user needs by creating feedback loop of metrics to systems, information specialists, and SAMHSA staff Reach new customers Provide decision support for SAMHSA programmatic needs 9

10. Integrated Systems and Operations Back-end knowledge management system SAMHSA taxonomy Publications ordering Web site Contact center knowledgebase Email update system Metrics & reporting Open data platform 10

11. SAMHSA Publications Ordering store.samhsa.gov NCADI (Substance Abuse) ncadi.samhsa.gov NMHIC (Mental Health) mentalhealth.samhsa.gov A Single Information Platform

12. How we got here… Knowledge Management Project User-Centered Design Process – Research SAMHSA’s audiences – Focus Groups – Satisfaction Survey & Web Metrics data – Persona development – Usability testing – Follow Best Practices Taxonomy Development – Analyze other vocabularies – Test with SAMHSA Staff – Set up maintenance system 12

13. Personas – A User-Centric Development Principle 13 Maria Lopez Professional User: Substance Abuse Administrator, Trenton, New Jersey Tom Ivers Professional User: Teacher, Chicago, Illinois April Zuckerman Professional User: Mental Health Provider, Long Island, New York Marta Gomez Personal User: Consumer, Miami, Florida Eric Wong Personal User: Consumer, Chapel Hill, North Carolina Gloria Wilson Personal User: Family Member, Des Moines, Iowa

14. User Personas Bradley is 41 years old, with a B.A. in psychology from a midwestern university. He is married, with one teenage child, and he and his wife are both very active in their Baptist church. Bradley worked for some years as a substance abuse counselor at a small agency in nearby Minneapolis before taking his current position, which he greatly enjoys because it gives him the opportunity to develop prevention education programming and to create partnerships with local schools, mental health agencies, and employers. He is active with CADCA and spoke to the recent National Leadership Forum about one of his programs. Two years ago, he wrote a proposal to SAMHSA for a grant that now funds a teen substance abuse prevention program in his county[…]. BRADLEY PETERSON Professional User: Substance Abuse Prevention Specialist, Elk County, Medford, Minnesota

15. SAMHSA Taxonomy Controlled vocabulary of behavioral health terms Used to “tag” and organize publications and recommend related content Drives search engine optimization (SEO) for increased findability in external search engines

16. 16 Taxonomy Facets Used for Top-Level Navigation

17. 17 “Mega” drop-down to speed navigation

18. 18 Drill-Down on Taxonomy Substances Facet

19. 19 Contextual Filters Drill-Down on Alcohol

20. 20 Taxonomy tagging for related materials Recommendations Stock info Account Features

21. Additional Features Features to enhance the user experience: – Back in stock notifications – Order tracking – “My Favorites” list – Address book

22. Benefits of the Project

23. Integration of Information Data for communications products and publications –Ongoing program decisions (e.g., dashboards) –Management of resources in response to trends, understanding resource allocations, knowing the audience, etc. –Assessment and evaluation of individual products, product types, and subject matter areas Support to meet program goals –Marketing to and targeting populations –More detailed and faster ad hoc metrics and measures Who Contacted Us How Materials Will Be Used

24. Success Metrics Project Objectives: –Increase visibility of SAMHSA and its products. –Improve ability to find publications, improve browsing by topic, and complete online orders or downloads. –Increase distribution of knowledge products. –Improve service.

25. Key Performance Indicators: Scorecard Overall results indicate that the new SAMHSA Store site is performing well.

26. SAMHSA Store: A Smaller Footprint Decrease in Site Content*, Old Sites vs. New Site * Volume of content was determined by the number of URLs that could be generated by the knowledge management system minus parameters added to each URL. The new site contains 76.4% fewer URLs.

27. Order Analysis Customers can now order both mental health- and substance abuse-related products in one order. 57.2% of orders include both mental health and substance abuse publications – an increase of 1,339%. Percent of Orders Including Both Mental Health and Substance Abuse Publications

28. SAMHSA News: Order Analysis Inventory Distribution Download Distribution Source: WebTrends 8.7 SAMHSA News Distribution

29. Are we reaching our audiences? Customer data analysis that helps SAMHSA determine market penetration. Behavioral Health Professionals

30. Enhanced Customer Data 30 Military Families− Veterans Administration

31. Enhanced Customer Data 31 Grantees

32. Enhanced Customer Data 32 Primary Care Providers

33. Case Studies

34. Case Study: Disaster Kits A toolkit for disaster recovery workers on mental health awareness. Includes materials for responding effectively to the general public during and after a disaster and in dealing with workplace stress. Also includes materials for the general public. Source: KM Platform

35. Case Study: AI/AN Culture Card

36. Case Study: Suicide Prevention Video eBlast eblast MetricSubscribersConstituent Open Rate20.2%13.1% Readership5.2 people11.2 people Click-thru6449172

37. Building on Success

38. We’re still listening… SAMHSA is continuing to refine and enhance the online browsing experience: –Easier to Find Terms –Easier Cart Access –Series Lists –Simplified Home page –Back in Stock Section –Auto Log-in –Facebook and Twitter sharing

39. Medline Plus Integration

40. Evolving to Meet the Customer’s Needs Store.samhsa.gov/Developer Application Programming Interfaces (APIs)

41. Open Government Pilot Initiative SAMHSA’s Information Tools: info.samhsa.gov The Publications Ordering section of SAMHSA.gov was built with open data standards in mind.

42. Open Dataset: Health Homes Grantees 42

43. “Text 4 Treatment” Pilot 43

44. Mobile Application 44

45. Looking to the future Syndicating content – Federal Agencies – Behavioral Health Partners Creating ebooks to reach additional audiences Developing a mobile version of the Store Implementing ratings and review functionality for customer feedback on content

46. Looking to the future Publish a Single Dataset Publish to ESRI Map, Search, Text and IVR Enable

47. Stay Connected Michael Ahmadi, LCDR, USPHS, MPH, CHES Program Management Officer 1 Choke Cherry Road, Room 8-1027 Rockville, MD 20857 240-276-2125 Michael.Ahmadi@samhsa.hhs.gov Michael.Ahmadi@samhsa.hhs.gov Sign up for email updates at samhsa.gov. Connect with us: www.facebook.com/samhsa www.twitter.com/samhsagov Call us at 1-877-SAMHSA-7 (1-877-726-4727) http://blog.samhsa.gov/ http://www.youtube.com/samhsa

48. Additional Slides 48

49. Most Popular Publications (by # of copies shipped)

50. Most Popular Publications (by # of orders)

51. Most Frequent Downloads

52. Out of stock publications people want