Transcript EPIC-MRA Survey/Poll on Health Issues

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 Great
Public Health
Achievements
10 Great Public Health
Achievements (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.
10 Great Public Health
Achievements (1900-1999)
• 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.
10 Great Public Health
Achievements (1900-1999)
• 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
Causes of Death in United States – 2000
Pneumonia
Leading Causes of Death*
Tuberculosis
Diarrhea & Enteritis
Heart Disease
Cancer
Stroke
Chronic lower respiratory
disease
Unintentional Injuries
Diabetes
Pneumonia/influenza
Heart Disease
Stroke
Liver Disease
Injuries
Cancer
Senility
Diptheria
0
2
4
6
8
10
12
14
Alzheimer’s disease
Kidney disease
0
Source: Achievements in Public Health, 1900-1999: Control of Infectious Diseases.
MMWR, July 30, 1999.
Source: CDC, MMWR 2003
5
10
15
20
* Percentage (of all deaths)
25
30
35
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
Michigan Public Health Code
(Act 368 of 1978)
A local health department shall continually and diligently
endeavor to prevent disease, prolong life, and promote the
public health through organized programs, including:
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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)
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
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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?”
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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 Priorities
Among 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 Priorities
Among 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?
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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?
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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
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Excellent
Pretty Good
Just Fair
Poor
Undecided
Rating the Overall Health of
the People of Michigan
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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.”
Marketing
Public Health
in
Michigan
Marketing Public Health
Why Market Public Health?
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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:
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Restaurant inspections
Drinking water safety
Air quality testing
Community crisis response
Communicable disease prevention and testing
Immunizations
Issues that Brought Us Here
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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 farreaching, populationbased 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
Strategies and Tactics
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
Strategies and Tactics
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
Strategies and Tactics
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
Strategies and Tactics
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 You
Mark Bertler
MALPH
P.O. Box 13276, Lansing MI 48901
517-485-0660
[email protected]