Produced by The Alfred Workforce Development Team on behalf of DHS Public Health - Diabetes Prevention and Management Initiative June 2005 Foot care assessment implementation The use of social marketing concepts to market footcare assessment and clinical pathway Module 4.1.3

DPMI Workforce Development – The Alfred Workforce Development Team June 2005 Workshop purpose – Level 1 Target Diabetes Educators Objective To explore the concepts of social marketing. To identify and develop strategies for raising awareness with health care providers in Central Gippsland of the need for systematic assessment, documentation and management of diabetes foot problems. To identify and develop strategies to promote a coordinated approach to diabetes foot assessment and clinical pathways for people with diabetic foot problems

DPMI Workforce Development – The Alfred Workforce Development Team June 2005 Why social marketing? To promote uptake of the tool across the catchment  Raise awareness of the need for tool  Promote tool to health care providers and services  Advocate for uptake of the tool across catchment

DPMI Workforce Development – The Alfred Workforce Development Team June 2005 Develop an implementation plan Identify the issue  Inconsistencies in footcare assessment and management across the catchment resulting in adverse outcomes for patients Review the evidence base  Footcare screening and education programs reduce rates of amputation and foot ulcers by 32-67% Identify the strategies for change  Who needs to change?  What needs to change?  Who could be local champions?  What would motivate change?

DPMI Workforce Development – The Alfred Workforce Development Team June 2005 Plan, plan, plan Take a long term view Look at what you want /need to do Draw a map Take a breath Chunk it out Evaluate

DPMI Workforce Development – The Alfred Workforce Development Team June 2005 Principles of social marketing, the four Ps Product Price Place Promotion

DPMI Workforce Development – The Alfred Workforce Development Team June 2005 Product What is the product  Systematic, consistent footcare assessment and clinical pathway for region  Remember looking at practice change Can people/agencies clearly identify with it (do they feel and acknowledge there is a problem) Benefits to the individual/agencies must be clearly identified

DPMI Workforce Development – The Alfred Workforce Development Team June 2005 Price What is the cost to individuals/agencies  What do they have to give up? Time Money Discomfort Effort/resources

DPMI Workforce Development – The Alfred Workforce Development Team June 2005 Place Who is your target audience? Messages need to reach the target audience easily and need to access those not previously exposed to the message People will not go looking for your message May need separate strategy for different types of organisations

DPMI Workforce Development – The Alfred Workforce Development Team June 2005 Promotion Who are the players? Different messages for different audiences Get the message out Identify local champions/experts Inclusive approach to planning and implementation

DPMI Workforce Development – The Alfred Workforce Development Team June 2005 Getting the message out Training  Workshops/study days Supporting resources/promotional materials Press releases to local health service providers Local special interest groups Bottom up approach  Local consumer groups/ service providers Top down  Look for support from local key organisations i.e. GP Division, CEO community health service CEO hospital.

DPMI Workforce Development – The Alfred Workforce Development Team June 2005 Key messages Talk to your audience Segment your market Position your product Know your competition Go to where your audience is Use a variety of approaches Build partnerships Evaluate