One Heart Many Lives

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One Heart Many Lives

• Nga Hapori Hokohoko Whanaungatanga
• Te Ao Maori me nga Iwi Katoa
• Aotearoa New Zealand

Marama Parore Pou Arahi - Manager Maori
Health Demand Side Manager (Acting) PHARMAC
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One Heart Many Lives TVC
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Why One Heart Many Lives?

• Single, heart driven message
• Men, Maori men, Pacific men
• Know your risk and what you can do about it

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How?
PHARMAC develops the strategy and resources at a
national level. Then partners with DHBs to work
regionally. To develop local action driven by
local providers
PHARMAC
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One Heart Many Lives

• Social Marketing approach

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Planning and strategy development(PHARMAC DHB
PHO)
Local Provider action change
2 Day Social Marketing workshop - intersector
Local Project Team
1 Day Local Strategy Development workshop -
intersector
Social Marketing eCoach
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Elements of the One Heart Many Lives programme

• Workshops
• Social marketing e-coaching modules
• Community awareness and activity programmes
• Graphical elements-social marketing tool kit
• TVC
• Mini documentary
• Audio tapes
• Website- www.oneheartmanylives.co.nz

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Hawkes Bay
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Hawkes Bay
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And it works

• Differential uptake of statin medications in
  targeted areas (27 compared to the national
  average of 20)
• Increased referrals and uptake of lifestyle
  interventions as measured through structured
  physical activity programmes
• Significant increase in men identifying
  cardiovascular disease as a significant health
  issue
• Increased consultation by target group with
  health professionals

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2007 and beyond

• Hawkes Bay
• Northland
• More DHBs are interested.watch this space
• National roll out and interest from Australia and
  Hawaii

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Outcomes

• Increase awareness of cardiovascular risk and how
  that risk can be reduced-managed
• Increased consultation by people with high
  cardiovascular risk, with a medical professional
• Increased utilisation of statin and other heart
  medicines which help to manage the disease
• Increased involvement by those at risk in
  lifestyle interventions e.g. Green Rx, which is
  funded by PHARMAC

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What direction?

• National steer-local implementation
• Social marketing-national resources adapted where
  required for local implementation
• PHARMACs continued support-regionally
• Project Management -local
• Ground force (project teams)-local
• Outcomes and evaluation- national local

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Steps

• PHARMAC DHB PHO planning
• 2 Day Social Marketing Workshop
• Social Marketing eCoach
• 1 day local strategy development
• eCoach
• Local project team support

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Turning it into action

• Benefits and features
• Value based messaging
• Strengths
• Influencers

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Values based messaging