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CQI Public Messaging Campaign September 29, 2008 Presenters: Tonya Dowd & Sang-Mi Oh.

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Presentation on theme: "CQI Public Messaging Campaign September 29, 2008 Presenters: Tonya Dowd & Sang-Mi Oh."— Presentation transcript:

1 CQI Public Messaging Campaign September 29, 2008 Presenters: Tonya Dowd & Sang-Mi Oh

2 Topics 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?

3 Public Outreach Campaign-where are we? Clinician and public health/education campaigns are an essential component of an overall outcomes improvement campaign….we should focus on a specific geographic area (Inland Empire)In July, we agreed- Clinician and public health/education campaigns are an essential component of an overall outcomes improvement campaign….we should focus on 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.

4 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.

5 Resources & 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

6 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

7 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?

8 Public 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

9 Market Intelligence Inland Empire (Riverside & San Bernardino) Major EmployersNumber of Employees County of Riverside21, 400 County of San Bernardino16,640 University of California-Riverside7,100 Loma Linda University Medical Center6,900 Stater Bros. Markets6,500 Wal-Mart Stores6,500 Ontario International Airport6,200 San Bernardino Unified School District6,000 Sources: HealthLeaders-InterStudy, The Business Press, 2008.

10 Market Intelligence Inland 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 discharges Sources: HealthLeaders-InterStudy, 2008; Billian’s HealthDATA, 2008.

11 Group Discussion How do we want to proceed? –Who wants to be involved? –Specific campaigns—Know your numbers –Partner with CQC efforts?


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