If you are ready for a sound, strategic approach to the new frontier of population health, we just might be the change agent—or more precisely, the change agency—you’ve been looking for.
And we believe the perfect place to start is with our population health discovery process. We’ll help you identify opportunities and establish a plan for marketing to take an active role in your organization’s population health efforts.
To learn more, call Susan Dubuque at 804.332.5712.
We're pleased to provide you with two complimentary white papers. One contains excerpts from Gearing Up for Population Health: Marketing for Change, written by Susan Dubuque and published by the Society for Healthcare Strategy and Market Development of the American Hospital Association. The other details ndp's response to new healthcare delivery systems.
If we can make you smile or laugh, you are more likely to engage with the message, and even share it with your friends.
There is nothing funny about colon cancer. But using a touch of humor to promote screening colonoscopies may help prevent the disease in the first place. Humor offers an effective appeal to break down barriers when the subject is uncomfortable or embarrassing.
Appropriate use of emotion—never gratuitous, saccharine or schmaltzy—is yet another effective way we facilitate engagement and make messages memorable.
No emotion is stronger than a mother’s love for her child. This social marketing campaign—designed to reduce infant mortality by addressing smoking during pregnancy—was created based on focus group research.
The image of a robust baby, key messages and the call to action were all purposeful and informed by our target audience.
Our measurable goal of increasing the number of calls to the Quit Now Line was surpassed, and the campaign is now available through the CDC for use by any organization committed to keeping babies healthy.
Next Rational Thinking
For some people, there is nothing quite like a hefty dose of sound, rational thinking to prompt action (after weighing all the pros and cons and making a list, of course).
For a service like reproductive medicine that has a long conversion time, it is helpful to offer consumers a mechanism for rational decision making, such as the self-assessment tool—Are you ready for a consultation?
The bandwagon appeal encourages consumers to buy a product or adopt a behavior because everyone else is doing so. (Just think of all those cool hipsters who have to eat the “right” foods and drink the “right” beverages.)
The greater Richmond area, like many parts of the country, has high rates of obesity and type 2 diabetes.
VCU Health understands that community health cascades down to individual health. In an effort to get local residents moving, the health system became the sponsor for an 8K race held in conjunction with the Richmond Marathon.
Individuals were encouraged to invite others with the clever double entendre, RUN? (Are You In?)
Finally, there is fear. Can a campaign scare you into taking a desired action and changing your behavior? Well, perhaps. Too little fear is likely to fail to arouse action. Too much fear can result in closed minds. But just the right amount of fear can serve as a strong motivational force when applied judiciously.
Sometimes we all need a reminder to be mindful and not take chances with our health. Baton Rouge General’s campaign employs slices of life with a little jolt of fear, which is used to support injury prevention and promote minor emergency care. These ads offer a good example of health enhancement and marketing working together.