Partners in Heart Disease Prevention

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Partners in Heart Disease Prevention

• April Reese
• Evaluation Coordinator
• N.C. Diabetes Prevention and Control

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The Opportunity

• Request for social marketing proposals
• 150,000 available
• One-time funding
• Activities involving providers encouraged
• Partnering strongly recommended

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What is Social Marketing

• Social marketing
• Research determines barriers then develops
  interventions to lower them
• Uses traditional marketing approaches to change
  behavior
• Uses the concepts of
• price (cost of behavior)
• product (behavior)
• place (where to reach the consumer)
• promotion (placement of interventionsuch as
  placing prompts to exercise at the elevator door)

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Framework for Partnering

• Set the Vision
• Establish Guiding Principles
• Develop Goals and Objectives
• Understand and Define Roles and Responsibilities
• Implement
• Evaluate
• based on Canadian model of voluntary
  organizations working in health policy at
  www.projectvoice.ca

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Never Rule Out a Potential Partner...
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N.C. WISEWOMAN Program

• Mission To provide low-income, under- or
  uninsured 40- to 64 year-old women with the
  knowledge, skills, and opportunities to improve
  diet, physical activity, and other lifestyle
  behaviors to prevent, delay and control
  cardiovascular and other chronic diseases.

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N.C. Diabetes Prevention and Control Branch

• Mission Helping North Carolina citizens
  reduce the impact of diabetes through leadership,
  education, communication and community
  involvement.

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The Proposal

• Create a multi level social marketing campaign
  promoting the benefits of aspirin therapy, that
• empowers patients with diabetes to talk with
  their health care providers about prescribing
  aspirin therapy
• prompts health care providers to consider
  prescribing aspirin therapy to diabetic patients
  when appropriate
•  

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Objectives

• Determine the barriers to taking aspirin therapy
  in the selected audience
• Determine if local health department providers
  prescribe aspirin therapy
• Develop some type of health communication to
  reach the selected audience
• Develop a cue to action to prompt providers to
  consider aspirin therapy

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Success!
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Plan

• IRB Approval
• Decide how to allocate the money
• Set up Focus Groups
• Contact Local Health Directors Association
• Meet with the Social Marketing Consultant

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Focus Groups
Camden
Northampton
Gates
Currituck
Alleghany
Rockingham
Warren
Ashe
Surry
Caswell
Stokes
Pasquotank
Hertford
Vance
Person
Halifax
Perquimans
Wilkes
Watauga
Granville
Yadkin
Orange
Bertie
Chowan
Forsyth
Franklin
Mitchell
Guilford
Avery
Nash
Caldwell
Yancey
Alamance
Alexander
Durham
Davie
Washington
Madison
Edgecombe
Dare
Martin
Iredell
Tyrrell
Burke
Davidson
Wake
Wilson
Buncombe
Catawba
Chatham
McDowell
Randolph
Haywood
Rowan
Pitt
Beaufort
Swain
Hyde
Johnston
Lincoln
Greene
Rutherford
Lee
Graham
Henderson
Cabarrus
Jackson
Harnett
Moore
Gaston
Stanly
Lenoir
Wayne
Polk
Cleveland
Cherokee
Craven
Transylvania
Macon
Montgomery
Pamlico
Clay
Mecklenburg
Cumberland
Jones
Sampson
Richmond
Anson
Hoke
Union
Duplin
Scotland
Carteret
Onslow
Robeson
Bladen
Pender
New Hanover
Columbus
Brunswick
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Barriers/Facilitators Identified

• Health beliefs
• Causes of diabetes
• Causes of heart disease
• Low awareness
• Low awareness of why taking aspirin is helpful
• Effective Public Service Announcement
• Great interaction
• Trusted source
• Cultural Competence

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Provider Survey
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Marketing to the consumer

• Public Service Announcement
• Network Television
• Fox 50 (American Idol and House)
• ABC (Dancing with the Stars, Jeopardy, Wheel of
  Fortune)
• Cable/Satellite
• T.V. Land
• T.V. One
• Diabetes website
• You Tube
• Poster
• Materials
• Brochures on Diabetes and Cardiovascular Disease

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Products
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Products
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Marketing to Providers

• Secondary audience for the PSA
• Branding with Diabetes/WISEWOMAN and Tagline
  about aspirin therapy.
• 2 per health department

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Track

• Run the PSA in selected markets
• Evaluate media
• Audience Reach
• Monitor Website downloads/view
• Send materials to local health departments
• Evaluate effectiveness
• Key informant interviews
• Follow-up survey
• Evaluate partnership
• Strategic Alignment Formative Assessment Rubric
• The Wilder Collaboration Factors Inventory

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Lessons Learned (Dos and Donts)

• Dont be afraid to re-evaluate plans in the
  middle
• Do assign roles and responsibilities
• Do develop your entire plan prior to getting
  started
• Do include evaluation
• Dont be intimidated or disappointed in your
  first results

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Resources

• CDC Synergy
• http//www.orau.gov/cdcynergy/soc2web/default.htm
• National Cancer Institute Pink Book - Making
  Health Communication Programs Work
• http//www.cancer.gov/pinkbook/page34
• Wilder Collaboration Factors Inventory (on-line)
• http//surveys.wilder.org/public_cfi/index.php

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For More Information

• April Reese
• MSC 1915
• Raleigh, NC 27699-1915
• [phone]
• April.Reese_at_ncmail.net