using personal stories to promote hras tiffany scheer communications consultant
DESCRIPTION
Let’s test it out on HRAs Two different approaches – Tiffany – Scott One will be more memorable and more likely to lead me to action… Answers “What’s in it for me?” Value of the HRA will come out through the stories… One person hears the story and tells someone else, who tells someone else, etc.TRANSCRIPT
Using Personal Stories to Promote HRAs
Tiffany ScheerCommunications Consultant
Why tell stories?
People like to know more about people they know (think: gossip)
People like to know more about people they don’t know (think: People magazine)
Effective marketing strategy used in health promotion
– Jared the Subway guy– Update on Valerie Bertinelli for Jenny Craig (New Year’s
video example)
Let’s test it out on HRAs
Two different approaches– Tiffany– Scott
One will be more memorable and more likely to lead me to action…
Answers “What’s in it for me?” Value of the HRA will come out through the stories… One person hears the story and tells someone else,
who tells someone else, etc.
Increasing HRA completion rates
↑ HRA completion rates = ↑ personal stories
↑ personal stories = ↑ HRA completion rates
Template for collecting stories
Overview What’s your story? (10 minutes) 2 or 3 people share their stories
How you tell HRA stories
Written (anonymous vs. identified) Verbal (face-to-face vs. video) Example from IHPM conference What resources do you have?
– Time– Other staff support (your communications office?)
Measurement
Check HRA completion rates Let me know how it goes…how you collected
stories, how you told the stories—we’ll add to Resource Center
Questions or comments? [email protected]