cqi public messaging campaign september 29, 2008 presenters: tonya dowd & sang-mi oh
TRANSCRIPT
CQI Public Messaging Campaign
September 29, 2008
CQI Public Messaging Campaign
September 29, 2008
Presenters: Tonya Dowd & Sang-Mi OhPresenters: Tonya Dowd & Sang-Mi OhPresenters: Tonya Dowd & Sang-Mi OhPresenters: Tonya Dowd & Sang-Mi Oh
TopicsTopics
• What has transpired since our last meeting
• Resources- identified needs and gaps
• Considerations
• Public Messaging Partners
• Market Intelligence
• Discussion- how do we want to move forward?
Public Outreach Campaign-where are we?Public Outreach Campaign-where are we?• In July, we agreed- Clinician and public health/education Clinician and public health/education
campaigns are an essential component of an overall campaigns are an essential component of an overall outcomes improvement campaign….we should focus on outcomes improvement campaign….we should focus on a specific geographic area (Inland Empire)a specific geographic area (Inland Empire)
• Since our last meeting…Since our last meeting…– Three organizations-CMA, DPH, AHA originally
started to discuss how to develop an awareness campaign and what resources we needed.
– Initially unsure of expected outcome, target geography
– Challenges identified: • Focus on three risk factors- how, since they are all
related? • Funding-None of our organizations had any resources to
put in for any kind of campaign; estimate: $25-$300k• Public Service Announcements (PSA)-It’s a hit or miss on
when and where they will be publicized.
Public Outreach Campaign-where are we?Public Outreach Campaign-where are we?
• Most recently, decided to focus on hypertension and the importance of blood pressure monitoring.
• However, some considerations remain – Diabetes, hypertension and cholesterol
levels are all chronic conditions that are interrelated.
Resources & NeedsResources & Needs
• Expertise in public messaging campaigns– CMA, CMAF– Passion – Cultural diversity director – Health literacy experts – Public health experts, others– CQC- “real-life” experience and intelligence in the
Inland Empire
• Resource Needs & Gaps: – Manpower– Funding– Further collaboration
Considerations Inland Empire Focus (Riverside & San Bernardino)
Considerations Inland Empire Focus (Riverside & San Bernardino)
• Culturally diverse market– Riverside:
• Population: 2,026,803• Hispanic: 42.2% • Foreign language: 32.9%
– San Bernardino:• Population: 1,999,332• Hispanic: 46% • Foreign language: 34%
– Campaign messaging has to appeal to the culture embedded in the focus area
• Health literacy- may be limited
• Focusing only hypertension/high blood pressure is missing two major components- diabetes, cholesterol
Considerations Inland Empire Focus (Riverside & San Bernardino)
Considerations Inland Empire Focus (Riverside & San Bernardino)
• The Challenge- how do you change behavior at the consumer/patient level?– Consumer/Patient Activation- need “pull through”
at the consumer level.– Consumers need to be guided on next steps.
• To date we have a quantitative evaluation (HEDIS) evaluation of why scores are low. What else is going on?
• What messages will resonate with the culture that is imbedded in this geographic area?
Public Messaging PartnersPublic Messaging Partners
• Who’s “touching” the health care consumer/high risk individuals
– Providers (medical groups)– Hospitals/ ERs– Ambulatory Surgery Centers (ASC)– Schools (primary, secondary, university)– Employers– Payers– Faith-based organizations– Community centers– Retail clinics– Shopping malls– Family – Others
Market IntelligenceInland Empire (Riverside & San Bernardino)
Market IntelligenceInland Empire (Riverside & San Bernardino)
Major Employers Number of Employees
County of Riverside 21, 400
County of San Bernardino 16,640
University of California-Riverside 7,100
Loma Linda University Medical Center 6,900
Stater Bros. Markets 6,500
Wal-Mart Stores 6,500
Ontario International Airport 6,200
San Bernardino Unified School District 6,000
Sources: HealthLeaders-InterStudy, 2008. The Business Press, 2008.
Market IntelligenceInland Empire (Riverside & San Bernardino)
Market IntelligenceInland Empire (Riverside & San Bernardino)
RIVERSIDE-SAN BERNARDINO HEALTH
SYSTEMS MARKET SHARE*
Kaiser Permanente Southern California
Region—Riverside/San Bernardino: 12%
Loma Linda University Adventist Health
Sciences Center: 9%
Valley Health System: 9%
Catholic Healthcare West Southern
California Division: 8%
Tenet Healthcare Corp.: 7%
Universal Health Services: 7%
Riverside County Regional Medical
Center: 6%
Others: 42%
*Based on inpatient dischargesSources: HealthLeaders-InterStudy, 2008;Billian’s HealthDATA, 2008.