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.

Group DiscussionGroup Discussion

• How do we want to proceed?– Who wants to be involved?

– Specific campaigns—Know your numbers

– Partner with CQC efforts?