8 Marshalling Evidence Sample Message EnhanceFitness (formerly Lifetime Fitness) is a low-cost, highly adaptable exercise program challenging enough for active older adults and safe enough for the unfit or near frail. Whats the evidence (not necessarily the evidence base)?
9 Exercise (1) Whats your message (for an audience you are comfortable with)? Whats your evidence?
12 Primary Audiences Aging services providers State and local AAA leaders Executive directors Program directors Health care providers Doctors, nurses, social workers, care managers Hospitals Managed care providers and insurers
13 Secondary Audiences Alternative sites Ys Senior housing Libraries CCRCs Senior colleges Funders Foundations Government – State AAAs, Departments of Health
14 Exercise (2) Whats your message for an audience you are not as comfortable with? Whats your evidence? Whats new?
22 Persuading Aging Services Providers Heavier on the pathos, field-based mythos Build ethos for you and program Connect with their: Concern for underserved populations Interest in ease of implementation Interest in new member recruitment Concern about cost Interest in better lives, not necessarily better health
23 Persuading Health Care Providers Go heavier on ethos and logos Evidence base is helpful. Provide outcomes from your program, if available Connect with concerns about benefits for the practice Use short forms – 1 pager, 2 minute video
24 Persuading Clear concrete language Concise stories Compelling data Shorter formsone pagers, information package Link to state/national issues Organizational benefits – cutting edge, recruitment/ marketing, access to new partners or resources Clear concrete language Concise stories Compelling data Longer formsincluding materials, tools Link to local/organizational issues Practice benefits – ease of implementation, availability of TA, time savings, etc. Decisionmakers Practitioners
26 Five Steps to Effective Messages 1.Listen in for their frame, values, poetry. 2.Marshall your evidence. -What do you have? What dont you have? -Remember ethos, logos, pathos, mythos 3.Test and, if necessary, revise. 4.Find the right messenger. 5.Once youve got it, stay with it.
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