Utilizing Social Marketing for TB Education with the Navajo Nation Diana Fortune RN BSN Program...
-
Upload
beryl-walters -
Category
Documents
-
view
215 -
download
0
Transcript of Utilizing Social Marketing for TB Education with the Navajo Nation Diana Fortune RN BSN Program...
Utilizing Social Marketing for TB Education
with the Navajo Nation
Diana Fortune RN BSN
Program Manager
New Mexico DOH
Objective
Describe social marketing strategies utilized on the Navajo Nation to provide community TB education
What is Social Marketing?
“…….the use of marketing principles to influence human behavior in order to improve health or benefit society.”
CDC: Gateway to Health Communication & Social Marketing”
Types of Social Media
High Tech: Technology available to personAbility to use technology
Low Tech:More passive on client’s part
Types of Social Media
High Tech Internet Twitter YouTube Facebook
Low Tech Posters Movie Ad Television Billboards Radio
When has social marketing exacted changes in behavior?
When has social media exacted changes in behavior?
When has social marketing exacted changes in behavior?
When has social marketing exacted changes in behavior?
Health Communication Basics
How Do I Do It?Describe the problemPerform Market ResearchDefine Market StrategyDevelop InterventionsEvaluate your planImplement your plan
How Do I Do It?
Careful thought & knowledge of problemPublic health surveillance – disease burdenNeeded Policy changes
CDCynergy modelhttp://www.orau.gov/cdcynergy/soc2web/default.htm
Health Communication Basics
How Do I Do It?Describe the problemPerform Market ResearchDefine Market StrategyDevelop InterventionsEvaluate your planImplement your plan
Describe the problem
TB Mortality Study from 2007 – 200916% Mortality rate in NM
Populations ImpactedNative American – (40%)Hispanics born in Mexico – (40%)
ReasonsDelay in patient seeking treatmentDelay in clinician diagnosis
Health Communication Basics
How Do I Do It?Describe the problemPerform Market ResearchDefine Market StrategyDevelop InterventionsEvaluate your planImplement your plan
Perform Market Research
Enhance understanding of your target audience’s characteristicsNM DOH TB Program met with:
Navajo Nation TB Program Indian Health Services
Appropriate Media Poor access to internet Good portion of Navajo – do not have electricity Cell phone reception is poor in many areas
High Tech Media – not an option
Health Communication Basics
How Do I Do It?Describe the problemPerform Market ResearchDefine Market StrategyDevelop InterventionsEvaluate your planImplement your plan
Define Market Strategy
Plan of action- entire marketing programTarget audienceDesired behavior changeBenefits Interventions to support change
Researched “products” already developedWashington State, Canada
Health Communication Basics
Describe the problemPerform Market ResearchDefine Market StrategyDevelop InterventionsEvaluate your planImplement your plan
Develop Interventions
Patient education:Posters, billboards, movie ads, radio adsDocumentary of TB on Navajo Nation
Utilized in waiting rooms in IHS facilities
Clinician EducationFour Corners TB/HIV ConferenceUNIDOS Conference
Navajo Nation Posters
Billboard on Navajo Nation
Billboard: Between Las Cruces, NM & El Paso, TX & Mexico
Health Communication Basics
Describe the problemPerform Market ResearchDefine Market StrategyDevelop InterventionsEvaluate your planImplement your plan
Evaluate Your Plan
Ultimate GoalDecrease in TB related deathsMay take years to see decreaseHow to measure…..change in behaviors
Survey outside of Movie Theatre (not viable)Survey outside Casino (not viable)
Billboards display close to Casino
Utilize Census Block Groups 30 random groups – survey 7-10 household
Health Communication Basics
Describe the problemPerform Market ResearchDefine Market StrategyDevelop InterventionsEvaluate your planImplement your plan
Implement Your Plan
January 2011: Posters printed Reprinted Nov 2011 NM DOH Website – available to reprint
March 2011: Billboard at (2) locations Gallup & Farmington
Relocated one billboard – better site Third location added: Nov 2011 Stay in place until Jan 31, 2012 or later…….
October 2011: Movie Theatre Ads initiated Radio Ad
Script developed and recorded Not on radio yet……
Cost of Implementation
Posters: $200/approx for 300+ posters
Billboards: $4,900/3 billboards for 1 yr +
Movie Theatre Ads 15 seconds; $6078 for 12 months/2 theaters 510,000 people annual attendance
Radio Ads No cost;
recorded at Four Directions Studio Shiprock, NM (HIS facility)
Funding for Implementation
Media Campaign: CDC Carry over $$
Clinician Educational ConferencesFour Corners HIV/TB
Collaborative Effort – NM, AZ, UT, CO, NNUNIDOS: Mini-grant CDC
Posters/Billboards – NM Office of Border Health
How to adapt to your area…..?
Utilize tools already developed Adapt to your audience State printers
Think outside the box Don’t even admit there is a box
See what resources are available Native American Population
IHS – media department Universities & other schools
MPH students
Don’t be discouraged: Genius is just inflamed enthusiasm
TB ETN Award: Sept 2012Social Marketing for TB Education
Go Forward With Courage
When you are in doubt, be still, and wait;when doubt no longer exists for you, then go forward with courage.So long as mists envelop you, be still;be still until the sunlight pours through and dispels the mists-- as it surely will.Then act with courage.
PONCA CHIEF WHITE EAGLE