Presenter: Yuru Huang, MHS Candidate Preceptor: Maura Dwyer, DrPH, MPH

Transcription

1 DEVELOPMENT OF SOCIAL MARKETING CAMPAIGN TO PROMOTE MARYLAND HEALTH ENTERPRISE ZONE IN ANNAPOLIS PILOT STUDY Presenter: Yuru Huang, MHS Candidate Preceptor: Maura Dwyer, DrPH, MPH

2 Outline 1. Introduction to Maryland Health Enterprise Zones 2. Annapolis HEZ situation report 3. Interview methodology and results 4. Social Marketing Campaign Strategy

3 Health Enterprise Zones: Criteria to be selected Each HEZ will be a contiguous geographic area; Must have documented evidence of health disparities, economic disadvantage and poor health outcomes; and Small enough to allow incentives to have a significant impact but large enough to track data (population of at least 5,000).

4 Health Enterprise Zones Five Health Enterprise Zones in Maryland (source: DHMH Maryland Annapolis Community Health Partnership Dorchester/ Caroline Counties Competent Care Connections Prince George s County HEZ Greater Lexington Park HEZ West Baltimore Primary Care Collaborative

5 Challenges in attracting patients and participants to the new HEZ practices and programs. What are the barriers? How to overcome? Social Marketing Campaign

6 What is social marketing campaign? Social Marketing is defined as the adaptation of commercial marketing technologies to programs designed to influence the voluntary behavior of target audience to improve their personal welfare and that of society of which they are a part. ( Alan R. Andreasen et al., 1994).

7 Annapolis Health Enterprise Zone Annapolis Community Health Partnership Location: Morris Blum Building 1.High readmission rate medical 911 calls ED visits by 73 MB residents in 6 months

8 Goal for 2014: 2800 patient visits Actual Patient visits in 2014: 2132 patient visits

9 Current situation A total of 184 residents More potential patients from the Morris Blum Building More reside outside the building

10 Interview trying to find the question Hypothesis: Educational and health literacy barriers among target patients; Changing patient health care utilization patterns; Lack of awareness regarding the new programs and services; Lack of transportation to new practices and programs

11 Methodology: Interview methods: Structured, in-person interviews were conducted with adult patients and community members of the MB clinic(annapolis HEZ). The interview were held at the MB clinic. Each interview takes approximately 20 minutes and consent is required for all participants. Source population: Patients of HEZ clinics and programs in Annapolis approached by clinic/program staff to participate in the interview based on opportunity. Community members in the target community who have never been to the HEZ clinics were approached based on opportunity by clinic/program staff to participate in the interview.

12 Interview Questions Basic information For community General Health For patients information members Zip code of Care provider Awareness residence Awareness age,gender, race Physical health Accessibility The reason why not going Health insurance Mental Health Satisfaction Interested services Income and Care service Preferred Preferred education needed Social Media Social Media

13 Interview Result-MB clinic Patients Participant 1 Participant 2 Participant 3 Age >64 Gender Female Female Male Residents in the building? Yes Yes Yes Race Black Black Black/ half Latino Health insurance Yes Yes Yes How long have been to MB clinic 1-2 years 1-2 years 1-2 years How many times visited in the last 12 months or more times(everyday) Service received Primary care Primary care Primary care College 8th grade or less 8th grade or less Education received

14 Awareness Participant 1 Participant 2 Participant 3 How did you find out about MB clinic Heard as residents worked in the resident council so heard of it before Heard as residents How well known in the community(mb clinic) Well known (9) Very well known(10) Very well known Some people might know(7) little known(participant himself didn't know) Well known. Not aware of the exercise class Little known How well known in the (participant community(hez) herself didn t know) Service provided Well known.

15 Satisfactory and accessibility for patients Participant 1 Problem access the MB clinic No Participant 2 Participant 3 No No Wonderful Perception I m glad it s here I like it services Very satisfied Satisfaction score Pretty satisfied(9) Very satisfied (10) Other services wanted: Dental service, nutrition class Intimacy class, behavior 24/7 line coordinate programs

16 Social media exposure Participant 1 Participant 2 Participant 3 Most frequently used social media facebook facebook Radio Any other social media Youtube Youtube NA recommended ways to promote MB clinic OtherNotes Word of Outside the mouth, flyer, community: facebook flyers, social event, white update, page, local community social events newspapers Check my regularly word of mouth, radio channel Check my radio channel: all the WHOR time

17 Interview Result- Non MB clinic Patients Participant 1 Participant 2 Participant 3 Age Gender Female Male female Race Black Black White Health insurance Yes Amerigroup Medical Assistance (Medicaid) Yes Yes How often see a doctor Every Two weeks Every 2-4 weeks Every 6 weeks Primary care provider Forest Drive Clinic Forest Drive Clinic Forest Drive Clinic Education received High School graduate or CED Some college or 2-year degree Some high school but did not graduate

18 Awareness Participant 1 Participant 2 Participant 3 Heard of MB clinic Yes, her father lives in the MB building and is a patient at the MB clinic. Yes, he has a friend live in MB building No Heard of HEZ No No No Aware of the service provided No No No No Yes He would be interested in the walking groups and diabetes management classes. No Interested in the service provided?

19 Healthcare accessibility for patients Participant 1 Problem access healthcare Participant 2 Amerigroup doesn t cover many specialists in the area so she has not been able to see a cardiologist, sports medicine or pain management specialist. She is switching to Priority Partners who she thinks does cover more specialists in the Annapolis area. He has dental issues he can t get treated and he would like to be able to do exercise, etc. to lose weight to control his diabetes. Participant 3 No Medical care needs met? No, other medical needs are not met though because the No, Care Coordination specialists are not covered services needed in the Annapolis area and she does not have a car. Yes What prevents you coming to MB clinic Transportation Transportation Transportation

20 Social media exposure Participant 1 Most frequently used social media Any other social media Participant 2 Participant 3 facebook NA NA Youtube twiter NA NA recommended Facebook Flyers, word ways to promote update, twitter of mouth MB clinic update, OtherNotes Social media recommended Anne Arundel Medical Center newsletter

21 Target Audience: MB residents and non-mb nearby community members: Most of our target audience are: low income, African American mainly with low education level, most have insurance MB residents fully aware of MB clinic while non-mb community members may not aware MB residents are satisfied with the service they received. The reason prevent the community members from going is the transportation and awareness All the participants are not fan of social media, flyers, radio and newspaper recommended

22 Barries: 2 Transportation

23 Three goals of the social marketing campaign Raise Awareness Change health seeking behavior Build brand for Health Enterprise Zones

24 Framework

25 Detailed Strategy Format &purpose Content & purpose Content: Topics include how to change your primary care doctor, how to choose your insurance and how to manage your health ect Lectures featuring health related topics with light refreshments as incentive Community Events Purpose: To help target audience to overcome the barriers and teach them how to properly seek healthcare Content: Gather them together and talk about health-related issues as well as introduce the service MB clinic provided. Community happy hour events for MB residents Purpose: To get all the residents involved and know more about their demands

26 Detailed Strategy Content: Highlight the convenience of coming to MB clinic; the best value and excellent doctors MB clinic have. Flyers in the building as the promotion of MB clinic and introduction of the services MB clinic provide Campaign materials to distribute Purpose: To reach more residents in the building and introduce different intervention programs Flyers can also be used as a way to promote the community events we discussed above Content: More detailed introduction to the MB clinic, the services/programs MB clinic provide and how to make appointment to see the doctor in MB clinic Brochures Purpose: To reach more residents in the building and outside the building, to introduce different services/programs.

27 Social media content production Media Sharing Social Networking knowledge aggregation

28 With funding(optional): Local newspaper Radio broadcasting More class/community events

29 Reference: 1 Hussein, C. A., Luckner, M., Samson, R., Matsuoka, K., Mann, D. A., Rekhi, R.,... & Sharfstein, J. M. (2014). Working with Communities to Achieve Health Equity in Maryland's Five Health Enterprise Zones. Journal of health care for the poor and underserved, 25(1), Quigley, L., Matsuoka, K., Montgomery, K. L., Khanna, N., & Nolan, T. (2014). Workforce Development in Maryland to Promote Clinical-Community Connections that Advance Payment and Delivery Reform. Journal of health care for the poor and underserved, 25(1), Kennedy, M. G., Genderson, M. W., Sepulveda, A. L., Garland, S. L., Wilson, D. B., StithSingleton, R., & Dubuque, S. (2013). Increasing tobacco quitline calls from pregnant African American women: the one tiny reason to quit social marketing campaign. Journal of Women's Health, 22(5), Wong, F., Huhman, M., Asbury, L., Bretthauer-Mueller, R., McCarthy, S., Londe, P., & Heitzler, C. (2004). VERB a social marketing campaign to increase physical activity among youth. Preventing Chronic Disease, 1(3). 5 Andreasen, A. R. (1994). Social marketing: Its definition and domain. Journal of public policy & marketing, Courtney, K. L. (2013). The use of social media in healthcare: organizational, clinical, and patient perspectives. Enabling Health and Healthcare Through ICT: Available, Tailored and Closer, 183, Chou, W. Y. S., Hunt, Y. M., Beckjord, E. B., Moser, R. P., & Hesse, B. W. (2009). Social media use in the United States: implications for health communication. Journal of medical Internet research, 11(4).

30 Question?