Increasing Your Health IQThe Role of PR in Elevating Public Health Knowledge of Health Issues

October 11, 2010Grant McLaughlin | McLean, Virginia

Increasing Your Health IQThe Role of PR in Elevating Public Health Knowledge of Health Issues

October 17, 2010

Grant McLaughlin | McLean, Virginia

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Survey MethodologyPR Professionals

• PR Professional Survey – Conducted September 12–27, 2010– 24,507 PR professionals surveyed; 1,333 responses

(5.4% response rate)– Margin of error +/– 2.9%

• Broad range of knowledge questions on health topics including H1N1, general public health and the Affordable Care Act (ACA)

• Seven questions to gauge PR professionals’ expectations of public knowledge

• Two free answer questions on topics of interest specifically to communicators

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Gender of Survey Respondents vs. PRSA Membership

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Age of Survey Respondents vs. PRSA Membership

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Survey MethodologyGeneral Population

• General Population survey

• Conducted September 17–20, 2010, by Zogby International

• 2,100 individuals surveyed from Zogby’s online panel

• Margin of error +/– 2.2%

• Same set of public knowledge questions as those asked of PR professionals

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Key Findings

• Public knowledge of health issues was mixed. The public scored very low on all questions regarding the H1N1 influenza outbreak; however, public knowledge of general health issues was higher.

• Public knowledge of ACA provisions was fairly high but understanding of certain details, such as when certain measures would be implemented, was mixed.

• PRSA members underestimated Americans’ knowledge of the ACA.

• Americans continue to be relatively unsupportive of the ACA, while PRSA members reported higher levels of support.

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Americans vastly underestimated the effects of H1N1

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Relative to H1N1, Americans and PRSA members are significantly more well informed on the current state of health care in the U.S. and the ACA

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Americans and PRSA members are aware of childhood obesity concerns and the number of Americans without health insurance

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Overall, Americans and PRSA members are less knowledgeable of other health care concerns

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Americans and PRSA members are very familiar with the implementation schedule of the ACA, with health professionals being the most knowledgeable

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Most were aware that some policies were to be implemented, but were unsure when

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Again, most were aware of the measure but unsure of implementation timeline

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Americans and PRSA members are aware of many of the timelines for the ACA policies with health specialists the most knowledgeable

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Some less publicized policies, such as expanding Medicare to small, rural hospitals and facilities, were less well known

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American’s knowledge of the ACA has grown somewhat

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PRSA members underestimated Americans’ knowledge of the ACA

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Americans’ self-reported awareness was significantly higher than PRSA’s expectations

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Americans continue to be relatively unsupportive of the ACA, while PRSA members report higher levels of support

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Non-health PRSA members do not expect the ACA to have a large impact on their business, while those in the health industry are expecting more impact

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What is the #1 Health Care Issue of Today?

When asked to state the #1 health issue facing the country today, PRSA professionals listed the following:

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Responses

“We STILL haven’t figured out how to lower the COST of health care. Providing more access is wonderful. Raising the bar on quality is, too. But until ALL parties come to the table and are willing to address the drivers of cost we’ll never see the cost go down.”

“The greatest challenge is determining WHAT will be covered rather than who should be covered.”

“We do not have the funds to pay for many of these programs and many recipients of such will not be responsible with services rendered. Many feel entitled to such care, thus are willing to allow the government to pick up the tab. This is what is wrong with the President’s plan.”

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Top Public Health Campaigns

When asked to list the three most successful health communication campaigns, the most frequently listed were:

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Julie Hughes

• Associate, Booz Allen Hamilton• Project Manager, Real Warriors Campaign

• Areas of Expertise:– Communications planning, implementation & measurement– Media relations– Social marketing– Audience research – Outreach– Crisis communications

• Prior Experience:– Deputy Director, NDI Iraq and Southern Africa– Outreach & Campaign Director, United Nations Foundation– Congressional Staffer, Various Members

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Ruth Seeley

• Associate, Booz Allen Hamilton• Media Outreach Lead, Real Warriors Campaign

• Areas of Expertise:– Communications planning, implementation and measurement– Media relations– Social marketing– Audience research and analysis– Messaging– Stakeholder engagement– Crisis communications

• Prior Experience:– Associate, Burson-Marsteller– Assistant Publicist, Planned TV Arts / Ruder-Finn

• Education:– Bachelor of Arts, Political Science, University of North Carolina,

Wilmington– Bachelor of Arts, Professional Writing, University of North Carolina,

Wilmington

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Missy Britan

• Associate, Booz Allen Hamilton

• Strategic Communications Lead, Department of Defense Patient Safety Program

• Areas of Expertise:– Communications planning, implementation and measurement– Crisis communications– Health policy and government relations– Thought leadership– Alliance development – Stakeholder engagement– Messaging– Media Relations– Research and analysis

• Prior Experience:– Manager, Burson-Marsteller– Account Manager, CarryOn Communications Inc.

• Education:– Bachelor of Arts, Political Science, Mary Washington College– Masters of Public Policy, Concentration: Global Medical and

Health Policy, George Mason University

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Alison Ottenbreit, Ph.D.

• Research & Quantitative Design Expert, Booz Allen Hamilton

• Areas of Expertise:– Quantitative/statistical analysis– Survey and research design– Program Evaluation– Communications measurement

• Prior Experience:– Quantitative Researcher, Corporate Executive Board– Instructor, University of Maryland—Research Methodology,

Social Psychology

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Real Warriors Campaign

PRSA 2010 International Conference

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What Is the Real Warriors Campaign?

• The Real Warriors Campaign is a multimedia public education campaign designed to encourage help-seeking behavior among service members and veterans with invisible wounds

• The campaign is an integral part of the Department of Defense’s effort to eliminate the stigma that was identified in the 2007 Mental Health Task Force Report¹ and encourage help-seeking behavior for invisible wounds

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What Is the Campaign?

• The Real Warriors Campaign is a multimedia public education campaign designed to combat the stigma associated with seeking psychological health treatment and encourage service members to get appropriate treatment. The campaign is an integral part of the Department of Defense’s efforts to eliminate the stigma that was identified in the Mental Health Task Force Report in 2007.

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Campaign Framework: Health Belief Model

• The Real Warriors Campaign is based upon the health belief model (HBM).

• The HBM is a framework for motivating people to take positive health actions that uses the desire to avoid a negative health consequence as the prime motivation.

Perceived threat

Outcome expectations

Perceived ability to carry out

recommended action

Perceived susceptibility of problem

(e.g., TBI, PTSD, combat stress)

Perceived consequences

of problem (e.g., demotion,

substance abuse)

Perceived benefits of specific action (e.g., improved relationships,

successful career)

Perceived barriers to taking action

(e.g., sign of weakness, lack of

leadership support)

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Research Approach

• Conducted an extensive stakeholder analysis including focus groups, a review of literature and a situational analysis that served as the basis for developing campaign messages and tactics– Key informant interviews (49)– Focus group sessions (11) – Literature review of studies and reports (15)– Review of current psychological health programs and campaigns,

both military and non-military (50)

• Twenty participants had experienced TBI, but only six participants had required or received ongoing TBI or cognitive care

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Research Findings: Understanding Service Members

Characteristics of Service Members Seeking Treatment

Characteristics of Service Members Not Seeking Treatment

Have an established social network aware of the challenges they are facing

In denial of an issue and don’t associate their symptoms with any psychological issues

More common among active duty than Guard and Reserve

Perceive the severity of their wounds to be less than the visible wounds of their fellow service members and, therefore, not deserving attention

More common among those with a history of military service

Fear that admitting a problem will impact their military career, separate them from their unit or delay redeployment, or convey a lack of commitment to the mission

Have families (particularly wives) who encourage/demand they seek treatment

Lack social network of individuals who understand or encourage them to talk about their experiences

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Research Findings: Key Themes

• Service members want proof. Personal examples of service members who have received treatment and are maintaining a successful military career

• They want to see themselves. Represent a variety of services, ranks (enlisted and officers) and age as well as both active duty and Guard and Reserve

• TBI patients felt relief because their symptoms could be explained by something that was “physically wrong” or explainable—“it didn’t mean I was weak”

• TBI patients complained of having to “hide” severity of impairment from commanders for fear of being separated

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Real Warriors Speak

Live chat with Masters-level trained health resource consultants

Contact the National Suicide Prevention Lifeline

Subscribe to listserv for campaign updates

Interactive message boards

Connect using social media tools, such as Facebook and Twitter

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Social Media

• We engage our audience by sharing material, such as news articles and breaking DCoE news, that is interesting and insightful to them

• Social media engagement includes:

– Facebook: 2,256 fans– Twitter: 2,399 followers– YouTube: 2,636 channel views

and 2,083 upload views– TroopTube– Social Bookmarking:

• Digg• Delicious• StumbleUpon

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Conference and Event Summary

• To educate stakeholders about the tools and resources available through www.realwarriors.net and how they can become involved in the campaign, we exhibit the Real Warriors Campaign booth and/or banner at conferences and events

63 Conferences: Cumulative Metrics

313,964 attendees at events

16.416 educational materials distributed

10,898 promo materials distributed

9,443 visitors to booth

3,777 attendees at presentations

1,752 e-mails collected for list serv

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Partnership Program Summary

Partners Support the Real Warriors Campaign• More than 5,284,181 potential individuals reached through 59

campaign announcements or articles in partner blogs, newsletters and press releases since the launch

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Media Relations Summary

• To build support for the campaign and increase an understanding of the resources we provide among key audiences, we conduct proactive and reactive media outreach

• Activities to secure earned media include:

– Outreach around conferencesand events

– Supporting the development of partner materials

– Ongoing outreach to national, regional and military community media

– Promoting profilees

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Media Metrics

Tone of Coverage

Positive 5,785

Neutral 649

Negative 0

Total Clips 6,434

Print 385

Broadcast (TV/Radio) 4,969

Online 1,080

Total Broadcast Clips 4,969

TV Clips 508

Radio Clips 4,461

Total Impressions 1,766,031,366

Print 39,634,552

Broadcast (TV/Radio) 98,699,575

Online 1,627,697,239

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Materials Development

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Campaign Contact Information

Web sitewww.realwarriors.net

Phone866-966-1020

Join the Real Warriors Network to receive updatesSign up online at www.realwarriors.net/emailupdates or

e-mail dcoe.realwarriors@tma.osd.mil

Media inquiriesDcoe.media@tma.osd.mil or call 877-291-3263

Requests to share personal storydcoe.realwarriors@tma.osd.mil

Partnership Program inquiriesRealWarriors.Partners@tma.osd.mil

Web site – technical issues/comments/feedbackwebmaster@realwarriors.net

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U.S. Department of Defense

Patient Safety ProgramExecutive Briefing

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Our Challenge

44,000–98,000 deaths

$17–29 billion spent

1 million injuries … most are preventable

Tens of thousands of Americans die each yearfrom errors in their care.

Hundreds of thousands suffer or barely escapenon-fatal injuries.

Source: 1999 IOM Report

Annually …

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Have We Made Progress?

There is little evidence to suggest that the number of people dying from medical harm has dropped since the IOM first warned about these deadly mistakes a decade ago.

Lisa McGiffertDirector of Consumers Union’s Safe Patient Project(www.SafePatientProject.org)

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Progress Requires Understanding

What is Patient Safety?• Identification and control of hazards that could cause harm to patients• Prevention of harm or injury to patients• Actions undertaken to protect patients from being harmed

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DoD Patient Safety Program… Partnering for a New Level of Care

History•2001 National Defense Authorization Act (NDAA)•DoD Patient Safety Program within HA/TMA•Patient Safety programs at every Military Treatment Facility as a result

of the NDAA

VisionThe DoD PSP supports the military mission by building organizational commitment and capacity to implement and sustain a culture of safety to protect the health of the patients entrusted to our care.

MissionThe DoD Patient Safety Program promotes a culture of safety to eliminate preventable patient harm by engaging, educating and equipping patient-care teams to institutionalize evidence-based safe practice.

Guiding Principles•A systems approach across the Services•Engage leadership•Fostering a culture of trust, transparency, communication and teamwork•Embracing of national initiatives deemed beneficial to the MHS

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How We Are Changing the Culture

Engaging, Educating and Equipping the entire patient-care team to

institutionalize evidence-based safe practices by:

Fostering a culture of safety

Engaging leadership

Providing solutions

Training patient safety

champions

Partnering & collaborating with patient

safety leaders

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Model for Change: Successful Implementation

TeamSTEPPS Initiative: A Phased Approach

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Communications Cycle: Moving from Awareness to Commitment

• Articulate: The ability to state the organizational direction—Patient Safety mission, vision and goals

• Communicate: Actively raising awareness—What is changing? Why?

• Engage: Actively building broad understanding—How does Patient Safety impact my work? What is in it for me, my facility, my community?

• Involve: Deep commitment to patient safety—What can I do? How can I help? How might we partner?

Articulate See patient safety as a

mission

Communicate Raise awareness

Engage Build an

understanding

Involve Deep the

commitment to patient safety

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Patient Safety Communication Toolbox

Webinars

Secure connection

Newsletters Promotional materials Event reporting analysis

DOD information sharing forum(Learning Center)Public Web site

http://health.mil/dodpatientsafety

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Questions & Answers

• Grant McLaughlin

• Julie Hughes

• Ruth Seeley

• Missy Britan

• Alison Ottenbreit, Ph.D.