Planning and Implementing a Successful Stroke Awareness Campaign

Transcription

1 Planning and Implementing a Successful Stroke Awareness Campaign February 27, Genentech USA. All rights reserved. ACI Genentech, Inc. does not permit any alterations, modifications, or deletions of this promotional item.

2 Agenda Need for stroke awareness Tips for running a successful campaign Genentech stroke awareness materials Case study Q&A session 2

3 Need for stroke awareness 3

4 The Devastating Impact of Stroke Stroke is the 4 th leading cause of death in the U.S. and a leading cause of major disability 1 Stroke kills almost 130,000 Americans each year 1 Stroke kills nearly twice as many American women every year as breast cancer 1,2 Immediate medical attention may lower risk of disability or death 3 The estimated direct and indirect cost of stroke was $38.6 billion in American Heart Association. Heart Disease and Stroke Statistics 2013 Update. 2. U.S. Cancer Statistics Working Group. United States Cancer Statistics: Incidence and Mortality Web-based Report. Atlanta (GA): Department of Health and Human Services, Centers for Disease Control and Prevention, and National Cancer Institute; uscs. Accessed January 4, Marler JR, Tilley BC, Lu M, et al. Early stroke treatment associated with better outcome: the NINDS rt-pa stroke study. Neurology. 2011;77;

5 Awareness of Symptoms Remains Low Most stroke patients do not seek immediate medical attention Only 25% of patients with acute stroke arrive at the emergency department within 3 hours of symptom onset 4 In recent years, the percentage of patients arriving within 3 hours of symptom onset has not increased 4 Delays can be related to poor recognition of stroke symptoms and lack of awareness that medical attention for stroke victims is time sensitive 5 A successful stroke awareness campaign has 2 key objectives: 1) Teaching the signs and symptoms of stroke 2) Motivating people to act fast by calling Tong D, Reeves MJ, Hernandez AF, et al. Times from symptom onset to hospital arrival in the Get with the Guidelines--Stroke Program 2002 to 2009: temporal trends and implications. Stroke. 2012;43(7): Moser DK, Kimble LP, Alberts MJ, et al. Reducing delay in seeking treatment by patients with acute coronary syndrome and stroke: a scientific statement from the American Heart Association Council on Cardiovascular Nursing and Stroke Council. Circulation. 2006;114:

6 Tips for running a successful campaign 6

7 Raising Awareness Requires a Good Strategy Build a Greater Impact Through These 4 Strategies Aim your efforts toward a large portion of your target audience for the greatest impact Launch and sustain a highintensity campaign using multiple channels Use materials that are impactful and feature a consistent message across multiple channels Ensure your campaign is measurable and track your progress 7

8 Steps in Running a Successful Campaign 1. Assemble Your Team 2. Plan and Execute 3. Track Results 4. Share Results 8

9 1: Assemble Your Team Identify the people and organizations that can become valuable partners in your awareness campaign Key decision makers within your organization Stroke centers, local stroke groups, local stroke organizations, support groups, volunteers, survivors Emergency Medical Services, physicians, nurses, nursing and medical students Department of Health, American Heart Association/American Stroke Association, National Stroke Association Genentech provides free resources through StrokeAwareness.com Once you have identified your team: Communicate your stroke awareness vision and the impact you hope to have in the community Work with your new team to define your goals and share campaign responsibilities 9

10 2: Plan and Execute Define your target audience Target high-risk groups Market size Age Gender Lifestyle 10

11 2: Plan and Execute (continued) Define your budget and resources The more funds you can raise, the greater impact you can have Your budget will determine which channels are appropriate for your campaign Your budget may vary depending on the size of your community Media costs will vary by market Your budget may determine the media channels you choose or vice versa If you are a non-profit, some media providers or advertising agencies may agree to support your efforts pro bono Your media planner may help you determine the right channels for your goals and budget 11

12 2: Plan and Execute (continued) Leverage existing resources Other stroke centers and key stakeholders (stroke coordinators, patient advocacy organizations, etc) in your community can enhance your effort Reach out to these groups to see how your efforts can expand upon theirs and vice versa Explore all channels and develop a media plan that fits best Work with your media team to determine the channels that are most effective for your community and audience. Use the factors mentioned earlier (age, ethnicity, etc) to help you choose appropriate channels 12

13 Several Basic Types of Media Mass media Media that reach a large audience, such as billboards, print advertising, and radio Community outreach Working with the public directly through events and programs Public relations Relaying your message through news sources Social media Using online social networks to spread your message 13

14 Mass Media Channels at a Glance Channel Strengths Weaknesses Television Radio Print Digital Outdoor/ Billboards Impactful Broad reach Efficient Audience loyalty Targeted Allows for detailed copy Highly targeted Cost effective Interactive Broad reach Efficient/Captive audience Expensive Requires high frequency of message No visuals Non-intrusive medium (ie, background noise) Campaigns must run for long periods and across multiple publications to be noticed Requires high frequency of message Fewer people click these ads Ads must be resized for different websites Limited communication Can be targeted regionally, but not by age or demographics 14

15 Benefits of Community Outreach Community outreach Identify and utilize community champions Planning local outreach is also crucial in extending the reach to your audience; consider partnering with: Schools Churches Libraries Local businesses Community centers Nursing homes Benefits of community events Cost-effective way of reaching your audience Impactful for small/medium market cities Allows team to discuss stroke in detail answer questions immediately 15

16 Examples of Community Outreach Tactics Sample community outreach tactics Conduct free blood pressure screenings, risk factor evaluation, and stroke education at health fairs and other public venues Partner with large employers to promote stroke awareness in the workplace Reach out to churches, beauty shops, schools, etc, to provide stroke education Launch a drive to distribute stroke education materials to community and senior centers, libraries, and stores Ask local retail businesses to educate employees and customers by adding F.A.S.T. wallet cards to shopping bags 16

17 Effective Use of Public Relations Public relations Local news media may help you raise awareness of stroke in a cost-effective way, and could help drive attendance at your stroke awareness events Propose newsworthy articles and stories to local media to get media attention Sample public relation tactics Submit a stroke awareness article to community, business, or organization newsletters along with the news media Distribute stroke stories, facts, and op-eds to TV, radio, newspapers, bloggers, and online media. Contribute powerful patient stories with their consent to add a personal experience story for local interest Engage local celebrities with connection to stroke to get even wider media attention 17

18 Effective Use of Social Media Social media Facebook, Twitter, and other social media tools provide you with access to the public These tools allow you to spread stroke awareness for free The more compelling and impactful your messages, the more likely they are to go viral Sample social media tactics Create Facebook posts, tweets, and YouTube campaigns for stroke awareness Sample Facebook and Twitter posts are available for download at StrokeAwareness.com For greater impact, choose a specific day to have your entire stroke team post stroke awareness messages on Facebook or Twitter 18

19 3: Track Results Metrics and key performance indicators will show impact, help you inform your supporters, and obtain funding for future events Different organizations have different measuring capabilities Defining the best metrics for your organization is important Key metrics to be measured may include: % of patients arriving on time, pre- and post-campaign 911 calls made, pre- and post-campaign Number of people reached through each channel Number of F.A.S.T. materials distributed 19

20 4: Share Results Program impact can motivate others Encourages other organizations to participate Increases perception of your hospital as the community leader in stroke care Promotes future stroke awareness investments Sharing campaign results builds morale and support Co-workers and colleagues Companies interested in awareness and sponsorships Attend regional stroke consortiums to share your experiences Provide feedback to your Genentech Clinical Specialist so Genentech can improve the tools we provide 20

21 Genentech stroke awareness materials 21

22 Campaign Objectives Educate Teach people how to recognize the signs and symptoms of a stroke Be remembered Deliver your stroke awareness message in a way that is easy to understand and memorable across multiple age and ethnic groups Drive action Clearly communicate the importance of calling 911 immediately if any sign(s) of a stroke is seen 22

23 Campaign Development Research tested Tested in market research with a diverse demographic population including members of the public, stroke survivors, and family members of stroke victims Professionally developed Created by the marketing team at Genentech and a leading healthcare advertising agency in NYC Offered free of cost This tested, professionally-developed campaign is available for your use at no cost 23

24 Genentech s Stroke Awareness Campaign Elements of the campaign: Image Respondents preferred showing a stroke in progress to draw their attention Header Communicate directly that this person is having a stroke and what to do F.A.S.T. Educates about signs and symptoms Yellow box Tells us why to act F.A.S.T. Customizable Add your hospital logo 24

25 Stroke Awareness Toolkit Mass Media Community Outreach Public Rela>ons Social Media Billboard, bus shelter Print Radio spot Banner ads F.A.S.T. materials Stroke brochure Slide deck Risk Assessment Scorecard EMS4Stroke Image library PSA radio spot Media release templates Stroke 101 fact sheet Tips to engage in social media Sample message for Facebook, Twitter Resources will drive public to StrokeCall911.com (pa;ent website) Stroke Awareness Planning Guide to help local communi;es build their campaign

26 Mass Media Materials Print ad, bus shelter, newsletter, etc Billboards Radio ads Online banner ad (Coming soon) 26

27 F.A.S.T. Materials for Community Outreach Tent card & poster F.A.S.T. magnet Wallet cards 27

28 Materials for Community Outreach Explaining Stroke 101 NSA slide deck on stroke basics NSA s Stroke Risk Scorecard NSA s Explaining Stroke brochure EMS postcard 28

29 Public Relations Materials Stroke 101 fact sheet News release templates PR toolkit guide Image library 29

30 Social Media Tools Social media guide Facebook profile images (Coming soon) Stroke Fact: The sooner you get to the hospital during a stroke, the better your chance of recovery. Learn more at StrokeCall911.com Stroke Fact: Every 40 seconds someone in America has a stroke. Learn what 3 symptoms you should be on the lookout for at StrokeCall911.com Stroke Fact: Stroke is a leading cause of major disability in the U.S. Learn how to identify the signs of stroke. Visit StrokeCall911.com 30

31 Contact Information For additional information about the Genentech Stroke Awareness Campaign, please contact your Genentech Clinical Specialist. Campaign materials to be available at StrokeAwareness.com by February 28,

32 Case study 32

33 Case Study: Methodist Hospital The situation Outreach challenges Methodist Hospital serves 9 counties in the Houston area Minimal hospital marketing budget Budget is spread across many marketing efforts No full-time stroke coordinator position This information has been provided by Methodist Hospital. 33

34 Case Study: Methodist Hospital The solution Stride 4 Stroke 5k run/walk Raises money though registration fee ($25) and corporate donations Promoted through local TV, radio, PR, and Houston Astros "Strike Out Stroke" Night Partnership with Rice University for facilities, equipment, food, and entertainment This information has been provided by Methodist Hospital. 34

35 Stride 4 Stroke: Photos 35

36 Case Study: Methodist Hospital The results With approximately 5000 people participating each year, Stride 4 Stroke raises approximately $600,000 annually to fund: Community education Community groups, senior centers, and retirement and assisted living groups EMS and own hospital system Education within business communities Focus on businesses that have wellness programs Stress importance of targeting people in their 30s and 40s This information has been provided by Methodist Hospital. 36

37 Q&A session 37