Today

1
Update on The AF Public Health Strategic
Initiatives and Activities CDC State Arthritis
Program Meeting July 22, 2009 Patience White,
MD, MA Chief Public Health Officer Arthritis
Foundation
2
Objectives of Todays Presentation

• Discuss Update to AF strategic Initiatives and
  Activities
• Inflammatory Arthritis Initiative
• Osteoarthritis Initiative
• 5 year PH plan for the US
• Increase reach and numbers of AF evidence based
  programs
• PH Advocacy

3
Our Mission

• The mission of the Arthritis Foundation is to
  improve lives through leadership in the
  prevention, control and cure of arthritis and
  related diseases.
• Focus OA, RA, JA
• Mission Delivery
• Public Health
• Research
• Advocacy

4
AF PH Strategic Directions/Activities

• Facilitate referral of people with high
  probability of inflammatory joint disease to
  Rheumatologists
• Launch nationwide Osteoarthritis Prevention and
  Control initiative-Ad Council OA Campaign 2010
• Develop a 5 year PH plan for the US
• Increase the reach of AF evidence based programs
  and the offerings of evidence based programs
• Advocate for the CDC and preventive, quality care
  for all

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Inflammatory Arthritis (IA) Initiative a health
system change initiative (see hand out)

• Goal
• To facilitate early diagnosis and treatment of
  people with IA
• Objectives
• Through PCP partnerships, improve their ability
  to efficiently diagnose IA and refer to
  rheumatologists
• Improve the outcome of people with inflammatory
  arthritis through early diagnosis and treatment

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Update on IA Initiative

• In 2007
• Strategy outlined in the NIH 2007 Stakeholder
  group meeting recommendations reporthttp//www.ci
  rpd.org/arthritis/report/cfm/index.cfm?servicemai
  npageintro).
• In 2008
• RA Health Tips
• with ACP for
• patients in PCP
• offices

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Update on IA Initiative

• In 2009
• Develop case finding screening tool-identify
  those at high risk of inflammatory arthritis for
  referral
• Place it is time to make the call in TV spots
  in two US cities with early dx clinics to
  ascertain uninsured due to lack of insurance
  would not have received Rx
• Collaborate with NACCD on Abbott early RA grant
• In 2010
• Publish early diagnostic guideline for PCP with
  ACR and ACP
• Test the case finding tool and process of early
  referral in QI ACP practices in 5 demonstration
  project sites

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Osteoarthritis Initiative Public Awareness
Objectives (see handout)

• Raise awareness-arthritis is serious and OA is a
  major cause of disability
• Dispel the myths-OA is inevitable and only for
  old people
• Outline simple OA disability prevention measures
• Increase participation in AF and AF EB programs
• Increase fund raising and public policy impact

9
OAI Measurable Outputs

• Partner with OAI researchers to create a risk
  assessment tool for the public
• Improve reach by increasing
• partners
• participation in chapter EB programs and services
• of people attending expanded OA educational
  programs
• of people with OA who look to the AF for help
• (measured by number and names in Team Approach)

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OAI Measurable Outputs

• Measure media reach
• Complete baseline and post brand awareness survey
• Increase in page views, return visitors and
  social networking activity on the campaign,
  Arthritis Today website and Letsmovetogether
  websites
• Increase in the number of information requests to
  the toll-free number
• Increase in impressions for ads placed across all
  media channels
• Increase in reactive and proactive media stories
  about OA
• Increase number of volunteers engaged with the AF
• Increase support for mission activities
• (measured by number and names in Team Approach)

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OA Initiative two components

• Public awareness campaign
• AF activities in conjunction with the Awareness
  Campaign

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Update on the Awareness Campaign Ad Council
Partnership

• A high profile national campaign that leverages
  public service announcements to
• Help people with OA understand how they can
  effectively control their pain and disease
  progression.
• Make people with OA aware that the Arthritis
  Foundation offers evidence-based programs that
  will help them
• Connect OA patients with the OA Alliance, the
  Arthritis Foundation, an AF Chapter in their
  community and other partners.

13
The Ad Council Experts in Public
Service Ads

• Leading producer of public service advertising
  since 1942
• Average campaign results in 50,000-70,000 Web
  visits a month
• Average campaign earns 30-40 million annually in
  donated media
• Success Examples
• Big Brother Big Sisters - Over 12 months,
  mentoring inquires rose six-fold to over 600,000
• Autism Speaks In one year awareness of autism
  rose 35

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Ad Councils Mission
To identify a select number of significant public
issues and stimulate action on those issues
through communications programs that make a
measurable difference in our society.
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How an issue (arthritis) became an Ad Council
campaign

• 1. Identify pressing social issues, potential
  partners and funders (Ad Council, Advisory
  Committee)
• AF approached the Ad Council about Arthritis and
  OA
• as an pressing public health issue in early 2008

2. Refine message, develop proposal (Ad Council
staff, Campaign sponsors) AF developed proposal
with core message Arthritis is serious (millions
of people with OA) There is something you CAN DO
about it Disability from arthritis is preventable
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How an issue (arthritis) became an Ad Council
campaign
3. Review / acceptance of the campaign
(Executive Committee) AF presented to Exec
committee in NYC, AF OA disability prevention
message accepted
4. Assign ad agency to begin campaign
development Young and Rubicam chose AF OA
campaign proposal 12/08
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OA Campaign Development Cycle

• Research Planning Process

Strategic Development Spring 2009
Monitoring Assessment
Distribution/ Media Outreach/ PR Launch Fall 2009
for Launch Jan 2010
Creative Development Early Summer 2009
Production Summer 2009
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Arthritis Foundation Ad Council OA Campaign

• Target audience
• Adults ages 50
• Proposed message
• Moving is the best medicine-take action now!
• Two-fold call to action
• Action through education-know your risk and what
  you can do
• Involve people in the AF evidence based programs
  and services

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OA Initiative AF and Ad Council Activities

• EDUCATE Ad Council Landing page, Arthritis.org,
  Arthritis Today and Lets Move Together web pages
• Information all consumers need about OA,
  including the most effective treatments,
  management, and latest research breakthroughs.
• Increase OA patient education at the PCP office
• COMMUNICATE - OA Alliance Forums, OA PH 5 year
  Plan
• Web based forums for people living with OA to
  share questions, hopes, frustrations and
  triumphs.
• AF/CDC OA Summit 2009 70 organizations outlining
  the 5 year PH agenda for the US report Jan 2010

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OA Initiative AF and Ad Council Activities

• PARTICIPATE Life Improvement Series, Chapter OA
  Educational Programs
• In communities throughout the nation, the
  Arthritis Foundation provides evidence-based
  programs that empower people to manage their
  arthritis and expanded OA educational programs to
  learn about their arthritis
• ADVOCATE Access to Healthcare
• Change the way our society views arthritis.
  Advocate for people with arthritis rights and
  influence government agencies by making their
  voice heard.

21
OA Initiative AF Activities AF/Ad Council Web
Landing Page

• www.attackthepain.org
• Up-to-date, relevant information
• In-depth, interactive)
• Education on ways to preserve joint health and
  prevent OA
• Risk assessment tool with NIH OAI
• Best treatments
• Future research
• Blogs and discussion boards
• one of many URLs to be tested in focus groups

22
AF OA Activities Osteoarthritis Alliance
at Arthritis.org

• The Osteoarthritis Alliance provides an
  Internet-based forum for individuals to share
  information, inspiration and camaraderie.
• OA Alliance Landing Page
• Disease Center
• Pain Center
• Surgery Center

23
AF OA ActivitiesCDC/AF Osteoarthritis Summit

• Follow on to NAAP
• 70 Stake holders organizations met in 4/09 to
  develop year OA PH plan for US
• Report to be released in 1/2010
• Develop 5 year PH plan in 2 areas
• Intervention
• Policy and communication

24
AF OA Activities PartnershipsAmerican College
of Physicians

• Developed OA health Tip for PCP office,
  developing Arthritis and Exercise health tip for
  2 quarter 2010
• Offer LIS info/DVD clips through ACPF website
• Articles in ACP
• Internist
• Develop Arthritis
• Portal in 2010

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AF OA Activities Chapter OA Education Programs
Partners (see handout)

• American College of Rheumatology and Allied
  Health Association
• American Association of Orthopedic Surgeons
• Weight Watchers Ambassadors
• American Council on Exercise
• Collaborate on articles and Fast Facts in email
  response to awareness campaign

26
AF Program and Services Update

• AF Aquatic and Exercise Program Updates
• Hispanic translation of new Exercise Program
• Step by Step Guide and Marketing Materials update
  (DVD to come)
• New Programs WWE, Tai Chi, Fit and Strong!
• Partnership with Holiday Retirement

27
AF Program and Services Update

• Data Collection Options
• Scannable
• On line (PARIS)
• Grants (see summary handout)
• Type of Funding Mechanisms
• Eligible Applicants

28
AF PH Advocacy

• APCC bill-passed by the House
• PH components
• Authorize state arthritis programs in all 50
  states
• Authorize Interagency workgroup in HHS
• Authorize Public Awareness Campaign
• AF Health Reform Principles (see hand out)
• Preventive, quality Health Care for all

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AF PH Advocacy

• Working with CMS to explore reimbursement for AF
  EB programs
• AF/CC Congressional Briefings
• to highlight new CDC Data in 2008, 2009
• Participation in PH Coalitions
• Campaign for Public Health
• NACDD
• Trust for Americas Health

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Objectives of Todays Presentation

• Discuss Update to AF strategic Initiatives and
  Activities
• Inflammatory Arthritis Initiative
• Osteoarthritis Initiative
• Develop 5 year PH plan for the US
• Increase reach and numbers of AF evidence based
  programs
• AF PH Advocacy

31
Our Vision A World Free of Arthritis Pain
Questions and Answers Discussion Thank you!