Marketing Public Health

Marketing Public Health

Goal for Presentation

• Review “Stump Presentation” for the Marketing Plan

• Glean Ideas for Making Useful for Expansive Local Use

• Next Steps Discussion – Internal Marketing

• Public Health Highlights – Kim Singh

• Research on Public Health Perceptions – Amy Slonim

• Public Health Marketing Plan – Mark Bertler

Definition of Public Health

Public health addresses the health of the population as a whole rather than medical health care, which focuses on treatment of the individual ailment. According to the Institute of Medicine, the mission of public health is defined as "fulfilling society's interest in assuring conditions in which people can be healthy.

The Impact of Public Health

Public health keeps entire populations healthy. When it fails, entire populations suffer.

Rural Sanitation

… modern sanitation was one of the greatest public health accomplishments of the late 19th and early 20th centuries

Unprocessed Foods

Public health keeps restaurant food safe

Plague Control

Public health prevents childhood disease and death

Public health tracks down the causes of disease outbreaks and stops them

Public health reduces tobacco use

Fluoridation is a major public health accomplishment

Folic acid supplementation is an important public health measure to prevent birth defects

Safety belts save more than 12,000 American lives annually. (U.S. Department of Transportation, 2001)

Child safety seats reduce the risk of death by about 70% for infants and by about 55% for toddlers ages 1 to 4. (Centers for Disease Control and Prevention, 2002)

Bicycle helmets reduce the risk of serious head injury by as much as 85%. (CDC, 2002)

Public health works overtime to prepare for biological terrorism

Reducing obesity and increasing physical activity are some of the greatest public health challenges for the 21st century

10 GreatPublic Health Achievements

10 Great Public HealthAchievements (1900-1999)

• Vaccination has resulted in the eradication of smallpox; elimination of poliomyelitis in the Americas; and control of measles, rubella, tetanus, diphtheria, Haemophilus influenza type b, and other infectious diseases in the United States.

• Motor Vehicle Safety has reduced fatal injuries through improved engineering, safer highways and changes in personal behavior.

• Safer workplaces has resulted in a 40% reduction in fatal occupational injuries through greater knowledge of risks and control of exposure.


• Control of infectious diseases has resulted from cleaner drinking water and improved sanitation the first half of the century, as well as the discovery of antibiotics.

• Decline in deaths from heart disease and stroke the second half of the century have resulted from risk factor reduction (e.g., smoking, high blood pressure) coupled with improved access to early detection and treatment.

• Safer and healthier foods have resulted from a decrease in microbial contamination and increases in nutritional content early in the century; food fortification programs have nearly eliminated major nutritional deficiency diseases in the United States.


• Healthier mothers and babies have resulted from better hygiene and nutrition, access to healthcare and technologic advances. Since 1900, infant and maternal mortality has decreased by 90%.

• Family planning and contraceptive services have allowed for greater planning of childbirth and a reduction in sexually transmitted diseases.

• Fluoridation of drinking water benefits children and adults by preventing tooth decay and reducing tooth loss, regardless of access to care or socioeconomic status.

• Recognition of tobacco as a health hazard has resulted in changes in social norms to prevent onset of smoking and promote cessation. Since the U.S. Surgeon General’s report in 1964 on the risks of smoking, the prevalence among adults has decreased.

Reduction of Infectious Disease & the Emergence of Chronic Disease

Leading Causes of Death–1900

Source: Achievements in Public Health, 1900-1999: Control of Infectious Diseases.MMWR, July 30, 1999.

0 2 4 6 8 10 12 14

Diptheria

Senility

Cancer

I njuries

Liver Disease

Stroke

Heart Disease

Diarrhea & Enteritis

Tuberculosis

Pneumonia

Causes of Death in United States – 2000

* Percentage (of all deaths)

0 5 1 0 1 5 2 0 2 5 3 0 3 5

Leading Causes of Death*

Heart DiseaseCancerStroke

Chronic lower respiratorydisease

DiabetesPneumonia/influenza

Unintentional Injuries

Alzheimer’s diseaseKidney disease

Source: CDC, MMWR 2003

Vaccine-Preventable Disease

Public health is preparing for whatever comes next

Local Public Health

in Michigan

Michigan Public Health Code

Act 368 of 1978 stipulates that each county must have a city, county, or district health department

A local health department shall continually and diligently endeavor to prevent disease, prolong life, and promote the public health through organized programs, including:

• prevention and control of environmental health hazards;• prevention and control of diseases; • prevention and control of health problems of particularly

vulnerable population groups;• development of health care facilities and health services

delivery systems;• and regulation of health care facilities and health services

delivery systems to the extent provided by law.

Michigan Public Health Code(Act 368 of 1978)

Michigan Public Health Code(Act 368 of 1978)

A local health department shall: (summarized)

• Implement and enforce laws regarding local health.

• Utilize vital and health statistics for the purpose of protecting the public health.

• Make investigations and inquiries as to the causes of disease, morbidity and mortality, and especially of epidemics.

• Plan, implement, and evaluate health education.

• Plan, implement, and evaluate nutrition services.

Michigan Public Health Departments

Research On Public Health Perceptions

Critical Understanding for Marketing Public Health

• Research provides the baseline for understanding perceptions and priorities of MI residents related to public health at the state and local level

• Interpretation integrated into course of action and message development

• Follow-up research will let us know if anything has changed and allow course corrections

EPIC-MRA Survey/Poll on Health Issues

• Polling firm with documented rapport and success in building public support to influence legislative priorities

• Interviews held in September, 2005 with 600 adult MI residents

• Stratified to be representative of every area of state according to contribution to state population

Results

Give Insights for Our Efforts and Yours!

Problems and Issues Personally Most Concerned

• Confronting Alcohol & Drug Abuse Issues

• Controlling Crime and Drugs

• Controlling State Taxes and Fees

• Dealing with State Budget Deficit

• Improving Quality of Education

• Improving Economy and Providing Jobs

• Keeping People Healthy

• Making Quality Healthcare Affordable/Accessible

• Protecting Air and Water

• Reducing Racial and Ethnic Disparities

Problems and Issues Personally Most Concerned

• Improving the state’s economy and providing jobs (31%)

• Making health care affordable and accessible to all (24%)

• Improving the quality of education (15%)• Controlling crime/drugs (9%)• Controlling taxes and fees and Protecting air and

water (5%)• Keeping people healthy (2%)

When asked, “Would you say your state taxes and fees are too high, too low or about right for what you get

back in state services?”

• Too high – 50%• About right – 36%• Too low – 5%• Undecided – 9%

State Government Funded Programs and Services

• Highways, Roads and Bridges

• Local Public Schools• Economic Development• Community Colleges• Prisons and Correction

Programs• State Employee Pay &

Benefits• Medicaid for Children,

Disabled and Low-income• Colleges & Universities

• Public Health Programs

• Substance Abuse Reduction

• Revenue Sharing to Local Government

• Job Training Programs

• College Scholarships

• Mental Health Programs

• State Police

• State Legislature

• Environmental Protection

TOP PrioritiesAmong State Programs

#1:Medicaid services for children, disabled and low-income – 48%

#2:Funding for Local Public Schools– 46%

#3:Funding for Public Health – 34%

LOW PrioritiesAmong State Programs

• Funding for State Legislature - 41%

• Pay/Benefits for State Employees - 29%

• Funding for Revenue Sharing to Local Government – 25%

Which One Problem Are You Most Personally Concerned?

• Affordable Health Insurance for Everyone• Health Programs for Poor, Under- and Un-Insured• Elderly Community-based Health Programs• High Costs of Health Programs• Lack of Programs to Keep People Healthy• Drug and Alcohol Abuse• Teen Pregnancy• Pollution and Environmental Health Risks• Information About How to Access Health Services• Cultural Barriers to Meeting Minority Health Needs

Which One Problem Are You Most Personally Concerned?

• Affordable Health Insurance for Everyone – 50%• Health Programs for Poor, Under- and Un-Insured – 11%• Elderly Community-based Health Programs – 9%• High Costs of Health Programs – 9%• Lack of Programs to Keep People Healthy – 5%• Drug and Alcohol Abuse – 3%• Teen Pregnancy – 3%• Pollution and Environmental Health Risks – 2%• Information About How to Access Health Services – 1%• Cultural Barriers to Meeting Minority Health Needs < 1%

Rating the Overall Health of the People of Michigan

• Excellent

• Pretty Good

• Just Fair

• Poor

• Undecided

Rating the Overall Health of the People of Michigan

• Excellent – 3%

• Pretty Good – 32%

• Just Fair – 47%

• Poor – 10%

• Undecided – 8%

Awareness of Public Health Department Serving Community

• Yes – 69%

• No – 11%

• Undecided/Don’t Know – 20%

Familiarity with Community Programs and Services Provided

by Local Health Department

• Familiar – 33%

• Only a little or Not familiar – 64%

Local Public Health Provision of Services

• Those Most Important to Community – Immunizations (26%) and Uninsured Clinics (11%).

• Most Available Services – Immunizations; WIC; Blood Pressure Testing; and Prenatal, Maternal and Infant Services.

Local Public Health Focus: Prevention or Treatment??

• Prevention – 60%

• Treatment – 15%

Biggest Health Challenges That Must Be Addressed

By State

• Obesity – 11%

• Cancer – 9%

• Drugs – 7%

Results Translated Into Press Release – November 21, 2005

• “Michigan Residents Seen as Sick .. . Call for More Focus on Prevention than Treatment of Disease”

• Kim Singh quoted several times, “The results of the survey will be used to urge policy makers to focus more attention on preventing disease, which in turn will decrease health care costs.”


in Michigan


Why Market Public Health?

• Crowded funding environment

• Crowded public agenda

• Public health getting lost in the shuffle

• Fragmented perceptions discount value of overall concept of public health

• We need to coordinate our communications efforts

The Critical Role of Local Health Departments

The first line of defense: • Restaurant inspections • Drinking water safety • Air quality testing • Community crisis response • Communicable disease prevention and testing • Immunizations

Issues that Brought Us Here

• No broad understanding of our contribution/impact • All the way up to the legislature • All of this work depends on adequate funding • We do more than protect • We do more than keep Michigan healthy • We save Michigan citizens and businesses millions of

dollars • A healthy state drives a healthy economy

Our Goals

Increase awareness, recognition and funding of the common public health agenda in Michigan, through an:

• Educated Public

• Educated Legislature

Message Framing and Development

• Different audiences respond to different messages• We only allow into our world what we can

immediately make sense of and what matters to us• The message of public health can and should be

framed in ways that resonate with distinctive populations

• Find a few resonant frames that we can incorporate into all communication on public health

Policymakers and Businesses

• Michigan is not only in a health crisis; it is in a fiscal crisis An unhealthy state is bad for business We all bear the cost of an unhealthy population Disease prevention programs save money

The General Public

• Protecting Michiganders on a daily basis is a second overarching message Everyone benefits from the work of public health

organizations Public health organizations are vital to homeland

security and serve as first responders in the event of a manmade or natural disaster

Public health organizations work daily to keep Michiganders safe

Positioning and Logo Development

• There is no demographic or geographic group exempt from the daily work of public health organizations

• A signature mark and tagline will reinforce, with repeated exposure, the core tenants of that relationship

• A short, but necessary first step in beginning to speak with a unified voice

• The logo is a snapshot – a quick, good feeling about what public health organizations and partners collectively do

• The message For Michigan. For You. speaks both to far-reaching, population-based initiatives and the individual assistance public health provides to citizens across the state.

• The image is a combination of a heart and an apple, representing the care and compassion that underpins the work of public health organizations and the prevention and protection that inform it

• The stamp motif acts as a stamp or seal of affiliation for all pieces or messages that the mark will be appended to, to signify our collective work among many stakeholders

• Overall, the type and graphic treatment are lighthearted and accessible

Communication Plan Development

• Signature public health identity for all communications statewide

• Small set of core resonant messages – successfully tested

• Implementation guidelines at state and local levels: audiences, target areas, tactics, measurement

Strategies and Tactics

Engage the Michigan public health community and stakeholders to focus on communication efforts• The first audience is the internal audience

• That includes all of you


Align messages and timing across all public health organizations in Michigan• Employ the common signature of the new

mark and tagline in all communications

• Identify a core set of messages that will be included in all communications

• Constantly frame the message in economic terms


Leverage larger stories (national, international) to focus on Michigan public health activities

• Provide framing/comment on a local level

• Feed stories to local media outlets


Identify key events for public health to take the state to advocate for its work and programs• Build on existing events and identify new

events for public health participation• Every event must have a media strategy for

dissemination


Develop strategies to better align communications among stakeholder organizations• Communicate initiatives and programs to

local units for communications leverage• Work to align communications surrounding

common issues• Frame statewide work within public health

messages

Implementation

• We don’t have millions of dollars to launch this campaign

• But…we have you…and we need you

• A statewide network of involved, articulate and trusted communicators

• To incorporate the overarching message of public health into every single communications opportunity you have

Discussion/Next Steps

• Ideas for Expansive Local Public Health Use

• Internal Marketing Suggestions

Thank YouThank You

Mark Bertler

MALPH

P.O. Box 13276, Lansing MI 48901

517-485-0660

[email protected]

Documents

Marketing Public Health