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Transcript of Www.capc.org 1 Marketing Palliative Care: Knowing Your Audiences and Developing Your Messages CAPC...
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Marketing Palliative Care: Knowing Your Audiences and Developing Your Messages
CAPC SeminarChicago, IL
November 3, 2006
Sharyn M. Sutton, PhDManaging Director, Communication & Social Marketing,
American Institutes for Research (AIR)
®®
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4 Things to Take Home
1. It’s not about us2. Marketing is critical for success
3. 6 Strategic Questions to market and promote hospital-based palliative care services
4. Next Steps: Materials and resources to get you started
What about us?
• We know too much• We care too much• We have too much experience • We live in our own reality….
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Research
Attitudes Feelings
Beliefs Experiences Values Needs Behavior
UnderstandAudience’s
Reality
It’s about them
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Palliative care has multiple audiences…
…with different realities
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WARNING:You are not the
target audience!
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Non-PC Physician:
“Now that we have relegated that patient to going to heaven, we divert our energies to those we
think we can still save or reverse their disease process.”
-Primary care physician
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Debra Barone from “Everybody Loves Raymond”
“Ray, you don’t start planning your death, you go into denial
like a regular person.”
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Marketing is a discipline that offers a framework for
engaging people to influence behavior
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Good marketing is a highly personal interaction between us
and our audience.
It lets us say:
“I know a lot about you, I understand you pretty well,
and I understand your problems, your aspirations and
your needs...
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“What I want to tell you about is something that I believe in and I’m enthusiastic about,
and honestly think you will be too ...
…as soon as I give you the facts and let you make up your
own mind.”
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6 strategic questions for marketing and promoting
palliative care
• Target?• Action?• Rewards?• Support?• Image?• Openings?
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Who is the target and what is their reality?
1. THE TARGET
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Let me tell you about palliative care
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MARKETING CAN HELP…
Administrators hear
your message
Physicians see the benefit of PC
Clinicians and patients seek
referral
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Marketing works to see through the
eyes of the audience, whether it’s an administrator, clinician,
funder, caregiver, or patient
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Marketing Respects the Audience’s Reality
Physician’s World•Provide quality medical treatments
• Care about their patients
• Focused on their specialty
• May view family needs as outside their scope
• Stretched for time
• Medicine not like it use to be
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As marketers we differentiate between how we see
palliative care as experts (Attributes) and how our audience views palliative
care (Benefits and Costs)
Attributes
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Copy:
• Longer wheel base
• High-rigidity body underpins
• 17-inch ventilated disc breaks
Benefits
Copy:
Eye-catching style on the outside.Surprising luxury on the inside.Just call it sheet metal magnetism.
GET THE FEELING
Palliative Care Attributes(How we talk about palliative care –
taken from existing materials)
Palliative care…• Is interdisciplinary -- a team approach
• Is a whole patient care solution
• Is patient-centered
• Provides advanced care planning
• Involves the patient in care planning
• Recognizes that death is natural
• Strengthens the continuum of care
• Improves quality of care for the dying
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Translating attributes: Hospital Administrator Benefits
Attribute Benefit
• Is interdisciplinary
• Is the right thing to do
• Strengthens the continuum of care
• Structures resources to efficiently deliver quality care
• Meets JCAHO standards, costs, capacity
• Handles discharge planning
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Translating attributes:Clinician Benefits
• Promotes patient and family involvement
• Provides patient-centered approach
• Handles time-intensive patient-family communication, after hours calls
• Increases patient and family satisfaction with primary physician
Attribute Benefit
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2. TAKE ACTION
What do we want the target to do?
What exactly do you want
them to do when they receive our message?
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What are they doing now?
Competitive Actions
• What is their current behavior?
• Why do they take those actions?
• What do they gain from the status quo?
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Our desired action must be specific
• Administrator– Approve the PC program proposal– Review our assumptions on
outcome measures
• Clinician– Ask us to come with you when
meeting with the patient’s family– Trigger a consultation
-- And don’t forget “the ask”
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3. THE REWARDWhat’s in it for them?
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Marketing ExchangeWhat benefits can we offer in exchange for the action? Are they worth the cost?
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Benefits (and costs) are:
• Subjective/personal
• In the present, not the future
• Unknown until you talk to your audience
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What do administrators want?
• Medical error reduction• Solid bottom line• JCAHO compliance• Staff retention• Patient satisfaction, loyalty• Increased capacity
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What do clinicians want?
• Good clinical outcomes• Control over patient care • Ability to focus on their practice• More time• Satisfied patients and families• To feel like good doctors
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Rewards hospices can offer hospitals
• Low start up costs
• Hard to find expertise
• Continuity of care
“Swallow Your Cause”
• Rewards may have nothing to do with “our cause.”
• They come from the personal wants of our audience.
• You must communicate the rewards to sell palliative care!www.capc.org
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