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A Rose by Any Other Name

Successfully engaging Pregnant Women into

Substance Abuse Services

************Different Faces of Substance Abuse

Conference: Lexington, KY January 23-24 2013

************Jacquelynn Engle, M.S., I.C.P.S.

Kidsnow Plus/Regional Prevention Center

Seven Counties Services, Inc.

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A Rose by Any Other Name

Pregnancy creates a world of possibilities. Substance Abuse during pregnancy creates a world of danger.

But how do we help them engage in services for help?

Today, we will examine techniques that work that can be adapted for

successes elsewhere

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A Rose by Any Other Name:

What’s in a Name (pt.1)Which one(s) would you attend/participate/join?

Kidsnow InitiativeKidsnow Plus Initiative Harm to the Fetus WorkshopPregnancy WorkshopMaking Healthy Choices

Healthy Journey for Two

Case ManagementIOPTreatment

Project Link

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A Rose by Any Other Name:How did we get here?

Clients Served FY02

Universal Prevention 30/yr

Clients Served FY12

670

598

Univ Prevenion

4 Ind Prevention

43 Case Mgmt

25 Sel Prevention

FY13+

growthCon’t

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A Rose by Any Other Name:

If you build it, they will come…

One method: Defeat stigma…

Would you rather attend an “educational baby shower” -or-

• Substance Abuse Prevention… Program?/Initative?/Class?Workshop?...)• Substance Abuse Treatment… (Program?/Assessment?/Treatment?/Case Mgmt?)

Kidsnow Plus Initative

January 17th 2013

2:00 – 4:00pm

Learn why drugs and alcohol you use during pregnancy can hurt your baby

Seven Counties Services

101 W. Muhammad Ali Blvd

Louisville KY 40202

RSVPs: 502/439-4591

• How does this relate to Engaging Pregnant Women into services?• Pregnant women who are using substances are reluctant to

know/acknowledge use to themselves, others… Let alone do so ‘publicly’ or seek help, if they even know ‘help’ exists

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A Rose by Any Other Name:

If you build it, they will come……but only if they know about it and feel comfortable going there.

» IT’s ALL ABOUT THEM… Every action, or in-action, lets our clients know (consciously or unconsciously) they matter (or not).

» RSVPs needed? Why do RSVPs in today’s culture of instant gratification? What about a reminder call? More important than a guestimate for prep, it’s the 1st rapport opportunity. Beyond providing a program, the goal is linking women to SUBSTANCE ABUSE services. For women to trust us to find, refer, link them to services. The quicker, and better, we can build rapport, the more likely we are to engage them into services.

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A Rose by Any Other Name:

If you build it, they will come……but only if they know about it and feel comfortable going there.HELP THE HELPER…• Out of Site = Out of Mind. Regularly scheduled events at multiple,

easy access locations increases the odds of pregnant women attending events, which increases opportunities to engage services

• A Tool. If social service referral gatekeepers can trust your events will happen and are of value to their clients; you will help them help their clients and will become a tool on their social service tool belt.

• A Tattooed Tool. A service that a referral source has to work to remember or is hard to reach soon becomes a distant memory. By being reliable and easy to access with valuable services, we can become imprinted on the mind of our gatekeepers.

• Circle of Trust. When a social service provider refers to you, the rapport they have with their client is extended to you… use it wisely!

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A Rose by Any Other Name: Tell me what I want

to hearHelping the Helper. Engaging Collaborating Partners. Employers and staff are overworked, underpaid and budgets strained. More access to clients in need of your services increases the likelihood of engaging clients into substance abuse services. » Emphasis how collaborating with your services/program helps them help their client;

helps reduce, or not add, to their workload and helps save them money or resources.

You Don’t plan to talk about THAT do you? Defeating Stereotypes. » Social service providers, even medical professionals, often do not feel

comfortable talking about THAT: Substance Abuse. Emphasis how you will talk about THAT and take that load off of them.

Provide them with some basic information of how to talk to their client should THAT come up and how to have an Substance Abuse professionalrespond should THAT come up… emphasizing time and resource savings

NIMBY. If a collaborator feels you have a great program, but “we don’t have those people here”… open the door with another service to build rapport, then revisit (perhaps with stats)

Clients: THAT doesn’t apply to me… I’m not one of THOSE people• Educational Baby Showers (event) v. a Substance Abuse Program/Assessment/etc.• In your backyard: Libraries, schools, churches, doctor’s offices, daycares,

community centers… places where EVERYBODY goes

See the light. Help others understand that Substance Abuse exists everywhere. There is no separate category of THOSE people, only people, and everyone is effected by Substance Abuse, even if they don’t use personally.

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A Rose by Any Other Name: Cast a Wide Net

Referral Sources• Email Network

» 800-1000 regional providers & 2-300 parents» Always changing... Adapt and don’t dwell on bounce-backs» Consistent (not constant) contact. Never out of sight, out of

mind BUT don’t become SPAM nor risk ‘annoying’ referral sources

» Multiple uses… not just to announce dates (use sparingly...) to add value, or another layer, to what you provide (another tool for their tool belt)

» Provide user-friendly, sharable, information. PDFs are GREAT for various software versions and place info in body of email in addition to attachment.

» For RSVP Reminders (not optimal, but good tool when time/resources short)

• Other Services– The more value you can provide to Help the Helper, the more often they reach to you in

their tool belt.

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A Rose by Any Other Name: Cast a Wide Net

Prospective Clients:• Offer Universal Services. Allows participants to not feel targeted, so not defensive to

start relationship. Acknowledge most pregnant women don’t abuse substances but everyone has been impacted by substance abuse, so want to share info everyone can benefit from. This opens the door to all types of people – especially those who do not realize what they may be taking may be considered a drug or dangerous.

• Email, snail mail and other Prevention Services.

• Selective Prevention• Indicative Prevention

• Other outreach• Health Fairs• Healthcare lobbies• Conferences• Fax monthly list to verification providers

• Screening Tools. Allows for a follow up call… a rapport/services opportunity

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A Rose by Any Other Name: What’s in a Name (pt.2)

… clientCommunicating with prospective clients: Tell me what I want to hear (not what you think I need to know)• Branding – recognizable name/logo/emblem… Strong if good; Bad if Bad

• I don’t want to come to a substance abuse program

but I’ll come to a… Baby Shower, a Day Retreat…

• I don’t want to be hospitalized… I don’t want to go

to Substance Abuse Treatment…. But “Project Link”

doesn’t sound so scary

• Give a face to a name (an Alcohol and Drug

Assessment Center may sound scary, but Project Link

doesn’t and ‘Barb’ is a person… not so scary. If

staff can attend and actually give a face to a name,

that much more powerful

*friendly*

*friendly*

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A Rose by Any Other Name: What’s in a Name (pt.2)

… clientFlipping the approach: Tell me what I want to hear (not what you think I need to know)• Choosing our words wisely

• Don’t Don’t… staying positive… Instead: How about…, Do…, Ever considered…, Thank You for sharing your story, it will help others know they aren’t alone and anything is possible!

• Non-verbal cues matter: Eye contact, facial expressions, personal touch• Empower the client and putting the client in control (after all, they really are!)

– Empower the client to spread the message: they are helping you, it’s not them….– Don’t Don’t… staying positives– Celebrate the small stuff (thank you for talking with me about your Marijuana use, can’t change the past

–let it go – but can change the future. Thank you for making your baby Priority #1– Motivational Interviewing… make it the client’s idea– Offering Services…After thanking them for sharing, “I would like to connect you with “X

name/program” as they know all about “x” and can help you with options around “x”… would it be okay for “Barb” to give you a call about options? What phone/time is best for you? Could we send you a letter or invitation about “Y”?

• Avoid Fight or Flight. Never backed into a corner… always their choice and always can say “No, sorry, not for me”

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A rose by any Other Name: Stages of Change

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A Rose by Any Other Name: What’s in it for me?

• Marketing Materials emphasize material incentives but include service incentives as well

• Incentives are not just ‘free stuff’• Education, help, a confidential ear • Often our clients have tremendous amounts of

stress in their lives… the appeal of a confidential, helpful, ear is powerful.

• Many pregnant women enjoy the opportunity to be in a room with other pregnant women to share stories and know they aren’t alone

• We know that, often, it’s the free baby items that get them in the door… but it’s the education and resources they leave talking about

Sweeten the Deal: I don’t need your services, just give me the stuff

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A Rose by Any Other Name: Warm Handoff

Not just a business card or brochure. Warm Handoffs are essential to engaging pregnant women into substance abuse and other services.

• Takes the burden off of the pregnant woman to follow

thru on a, sometimes, scary, unknown prospect

• Incentivize if possible

• FY12 Warm Handoffs (of eligible Healthy Journey for Two

attendees) resulted in:• 63% (of tobacco users, about 1/3 of total attendees) were

engaged into 1-800-QUITNOWtobacco cessation services• 36% were referred to Project Link and of those, 11%

were engaged in Case Management services (40% of the

Kidsnow Plus workload)• 39% were referred to Selective Services• 22% were referred for perinatal emotional (depression,

mood swings, anxiety, etc.) services

Seven Counties Services, Inc. Jackie Engle, M.S., I.C.P.S., Prevention Spec. Prevention Division jengle@sevencounties.org

101 W. Muhammad Ali Blvd 502/439-4591 or 502/589-8600

Louisville KY 40202 502/589-8925 *** NOTE: Referral is Pregnant/Postpartum or family member of such***

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A Rose by Any Other Name: Not a 1-Way Street

Referral Networks are not a 1-Way Street. They go both ways.

• Clients: Ensure clients were connected with referred services

• Referrals sources: Helps them connect their efforts and access to their clients resulted in services towards better health for the client

• Recognizing 2-Way street helps nurture referral relationship

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A Rose by Any Other Name: Seems like a lot of

work…Building and nurturing referral networks and taking the time to ask the questions and have conversations can be time consuming but is well worth it from a human potential standpoint as well as a social services cost standpoint.

The time and

effort is worth it!

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A Rose by Any Other Name:How did we get here?

Clients Served FY02

Universal Prevention 30/yr

Clients Served FY12

670

598

Univ Prevenion

4 Ind Prevention

43 Case Mgmt

25 Sel Prevention

FY13+

growthCon’t

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A Rose by Any Other Name: Takeaways

Not everyone wants or is able to offer a 4 service program with outreach and development. Every region, place, program is different… adapt based on needs.

• 1st Impressions last. Defeat Stigma – 1st impressions last (what words/images do our clients hear from our flyers, wording, materials?)

• If you build it, they will come: networking, offer services regularly, consistently.– Email and Snail Mail networks

• Help the helper. Become a tool in their tool belt• Cast a wide net: announce services far and wide, consistently, not constantly• Every point of contact matters: Flyers, Brochures, RSVPs, Reminder Calls, Event

Interactions, following up, etc. all build (or defeat) rapport• What’s in a Name – everything! Defeat stigma before it starts• Choosing our words wisely: Tell them what they (client, collaborating partner, etc.) want to

hear by reframing messages. Branding, logos and reputations.• Flipping the Approach: The client really is in control after all• Incentives are not just the ‘free stuff’• Warm Hand Offs and 2-Way streets are crucial• Learn from Mistakes and keep knocking on the door

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Presentation Contact Information: Kidsnow Plus Program of Seven Counties Services, Inc.

Jacquelynn Engle, M.S., I.C.P.S. Prevention Specialist II101 W. Muhammad Ali BlvdLouisville KY 40202502/439-4591 (direct)502/589-8600 (main)502/589-8925 (fax)jengle@sevencounties.org

Maggie Schroeder, M.A., CADC

Case Management Supervisor600 S. Preston StreetLouisville KY 40202502/583-3951 (main)502/583-3959 (fax: confidential)mschroeder@sevencounties.org