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
Outline
1. Introduction to Maryland Health Enterprise Zones
2. Annapolis HEZ situation report
3. Interview methodology and results
4. Social Marketing Campaign Strategy
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).
Health Enterprise Zones
Five Health Enterprise Zones in Maryland
(source: DHMH Maryland http://dhmh.maryland.gov/healthenterprisezones/SitePages/Home.aspx)
•
•
•
•
•
Annapolis Community Health Partnership
Dorchester/ Caroline Counties Competent Care Connections
Prince George’s County HEZ
Greater Lexington Park HEZ
West Baltimore Primary Care Collaborative
Challenges in attracting patients and participants
to the new HEZ practices and programs.
What are the barriers?
How to overcome?
Social Marketing Campaign
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).
Annapolis Health Enterprise Zone
Annapolis Community Health Partnership
Location:
Morris Blum Building
1.High readmission rate
2.220 medical 911 calls
3.175 ED visits by 73 MB
residents in 6 months
Goal for 2014: 2800 patient visits
Actual Patient visits in 2014: 2132 patient visits
Current situation
A total of 184 residents
•
•
More potential patients from the Morris Blum Building
More reside outside the building
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
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.
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
Interview Result-MB clinic Patients
Participant 1
Participant 2
Participant 3
Age
19-64
19-64
>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
5-9
5-9
10 or more times(everyday)
Service
received
Primary care
Primary care
Primary care
College
8th grade or
less
8th grade or less
Education
received
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.
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
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
email
regularly
word of
mouth, radio
channel
Check my
radio channel:
email all the
WHOR
time
Interview Result- Non MB clinic Patients
Participant 1
Participant 2
Participant 3
Age
19-64
19-64
19-64
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
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?
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
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,email
OtherNotes
Social media
recommended
Anne
Arundel
Medical
Center
newsletter
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
Barries:
2）Transportation
Three goals of the social marketing campaign
1.
2.
3.
Raise Awareness
Change health seeking behavior
Build brand for Health Enterprise Zones
Framework
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
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.
Social media
content
production
Media
Sharing
Social
Networking
knowledge
aggregation
With funding(optional):
Local newspaper
Radio broadcasting
More class/community events
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), 4-10.
2 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), 19-29.
3 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), 432-438.
4 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, 108-114.
6 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, 244.
7 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).
Question?