knowing the medicare audience and developing a message strategy jack fyock, ph.d. senior manager...
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Message Development Grounded in Audience ResearchTRANSCRIPT
Knowing the Medicare Knowing the Medicare Audience and Developing Audience and Developing
a Message Strategya Message Strategy
Jack Fyock, Ph.D.Senior ManagerBearingPoint, Inc.June 30, 2004
Marketing Principles
• Consumer-focused -- all programs start with the consumer
• Based on exchange -- personal relevance
• Goal is behavior change
Message DevelopmentGrounded in Audience Research
“Note to self”
Many programs do not have access to market research that
allows us to understand our audience’s behavior or desired
actions.
Signs you’re on the wrong track
• “If people only knew…”• “I like that…”• “Objective data are clear…”
• Target• Action• Openings• Image• Rewards• Support
6 Strategic Questions BuildCompelling Messages
Who is the target and what is he/she like?
TARGET
You can’t be everything to everyone. The choice is to target
consciously or by default.
Identifying Segments:
• Segments are people who are similar in regard to our issue– Size, Influence, Need, Access, Politics
• Not just “demographic” groups: a vivid picture of an “individual”
WARNING:You are not the target audience!
WARNING:You are not
the target
audience!
It’s an ACTION!
What do we want the target to do?
What are they doing now instead of desired action?
People are always doing something. There is always
a competitive behavior.
OPENINGS
Good Openings…Reach your target when they
are:• Ready to hear your message
– Initial Modalities Conference• Looking for your message• Can act on your message• In need of your message
IMAGE
• Every action, program, and organization has an image.
• VA Hospitals and Clinics• Prescription Drug Discount Cards • $600 credit with Medicare-Approved Card• CMS
Image
CMS
An Effective Image Is:• One that tells the target,
“I’m speaking to you”• Appealing and relevant • Consistent with the
desired social change• Original and distinctive
REWARD
“It’s not your Goal”
•Rewards may have nothing to do with “our goal.” •They come from the personal wants of our audience.•Y2K - independence
Rewards and Benefits:
• Rewards are subjective / personal – Centers of Excellence
• Rewards are in the present not the future
• We don’t know the incentives until we talk to our audience
SUPPORT
• What makes our promise of a reward believable?
• What evidence supports our claim?
• What makes the desired action seem feasible?
Support
Support comes from:
• Scientific facts/data• Case studies • How we communicate our
message - experts• Perceived social norms• Evidence for self-efficacy
Who says what by what means to whom?
• Target• Action• Openings• Image• Rewards• Support
Thus, Six Strategic Questions
It’s not easy and it takes research.