Strategies for Community- Wide Outreach and Marketing for the BHE Initiative For customer support call The webinar will begin shortly Please check your audio 1

Logistics Panel Live questions Typed questions/chat Raise hand Tech Difficulties –

Strategies for Community- Wide Outreach and Marketing for the BHE Initiative Michelle GerkaJohn Hatchett 3

Objectives As a result of this webinar, participants will be able to: Define “community marketing” and “targeted outreach” as they relate to the Behavioral Health Education Initiative Think strategically about how to approach targeted outreach Use a structured format to develop a written outreach plan Discuss some promising practices and analyze how they could strengthen their own marketing and outreach efforts 4

5 Profiles - 1 Female, 47, tested HIV+ in 2009 Struggling w/adherence, last VL=25,000, last cd4=400 Outpatient S.A. group tx in 2012, 6 months; reluctant to “try again;” considers her current alcohol use to be “social” and “no big deal” Concerned about feeling “depressed all the time,” temper flare-ups creating problems at home

6 Profiles - 2 Male, 34, tested HIV+ in 2005 Dropped out of prior methadone maintenance program because he felt he “no longer needed it”; relapsed 3 months ago Motivated to stop, but has been frustrated in his attempts to locate services on his own by misunderstandings about the treatment provider he identified Ready to give up; says he’ll maintain recovery on his own

Who are we trying to reach? 1.PLWHA 2.Could benefit from mental health and/or substance use treatment/services 3.Have been resistant or hesitant in the past to engage in these services** 7

What does this resistance (or hesitancy) look like? * When do we see it? 8

“Outreach” Locates populations-of-interest or populations-at-risk and provides information about the nature of the concern, what can be done about it, and how services can be obtained. Minnesota Department of Public Health accessed 2/10/150 9

“Targeted Outreach” in the Behavioral Health Education Initiative “...education and awareness activities designed to reduce stigma and discrimination by addressing common fears and misperceptions about seeking behavioral health treatment.... may be conducted at times and in places where there is a high probability that individuals with HIV infection will be reached.” AIDS INSTITUTE Ryan White Part B HIV/AIDS Behavioral Health Education Initiative Guidelines, version 1.1, p. 14 NY STATE DEPT OF HEALTH / AIDS INSTITUTE, DIVISION OF HIV AND HEPATITIS HEALTH CARE, BUREAU OF COMMUNITY SUPPORT SERVICES, 7/

“Community marketing” “For those clients that are not yet enrolled into the BHEE program, a single behavioral health overview education session may be delivered as an introduction to BHEE services. The goal of these sessions is to engage new or resistant clients to enroll in the BHEE program for further education and eventual referral and engagement into needed behavioral health treatment.” AIDS INSTITUTE Ryan White Part B HIV/AIDS Behavioral Health Education Initiative Guidelines, version 1.1, p. 14 NY STATE DEPT OF HEALTH / AIDS INSTITUTE, DIVISION OF HIV AND HEPATITIS HEALTH CARE, BUREAU OF COMMUNITY SUPPORT SERVICES, 7/

Outreach activityIntake/enrollmentEducation sessionsReferral/follow-up 12

Outreach activityIntake/enrollmentEducation sessionsReferral/follow-up # to reach # enrolled / % of previous # attending ≥ 1 ed. session / % of previous # referred / % of previous 13

Target Audiences PLWHA Medical providers Community based organizations / support service providers 14

Discussion question #1: What are some of the challenges in effectively reaching these groups? Please chat in your responses. 15

“New Year’s Resolution”? What makes a resolution successful or not? Hoping for results vs planning for results: “do this and see how it goes” vs. “here’s a road map for getting to the goal” What are the benefits of having a plan? 16

“Targeted Outreach” in the Behavioral Health Education Initiative “BHEE programs are required to develop a targeted outreach plan to reach HIV positive at-risk individuals who may benefit from behavioral health education due to misinformation, lack of education, or resistance to mental health or substance use treatment.” AIDS INSTITUTE Ryan White Part B HIV/AIDS Behavioral Health Education Initiative Guidelines, version 1.1, p. 14 NY STATE DEPT OF HEALTH / AIDS INSTITUTE, DIVISION OF HIV AND HEPATITIS HEALTH CARE, BUREAU OF COMMUNITY SUPPORT SERVICES, 7/

The Behavioral Health Education and Engagement Initiative Outreach Plan The plan is a written guide to operationalizing answers to the questions: –where are potential clients in our region? –who has access to them? –what approach is most likely to be effective in securing access? –who is best suited to initiate contact? conduct activities? follow up? 18

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The Outreach Plan Establish an outreach work plan to help structure and evaluate your outreach efforts. Team members can use the work plan as a tool to ensure they stay focused and on target with their activities. Adapted from How to Create an Outreach Work Plan – Enroll America content/uploads/2013/12/Enroll-America-Factsheet-HowToOutreachWorkPlan.pdf accessed 2/13/15https://s3.amazonaws.com/assets.enrollamerica.org/wp- content/uploads/2013/12/Enroll-America-Factsheet-HowToOutreachWorkPlan.pdf 21

Eight Questions 1.What goal(s) are we trying to achieve? 2.What strategies will we use to achieve our goal(s)? 3.What activities and tasks do we need to perform to succeed? 4.Who will be responsible for executing each activity? Adapted from How to Create an Outreach Work Plan – Enroll America content/uploads/2013/12/Enroll-America-Factsheet-HowToOutreachWorkPlan.pdf accessed 2/13/15https://s3.amazonaws.com/assets.enrollamerica.org/wp- content/uploads/2013/12/Enroll-America-Factsheet-HowToOutreachWorkPlan.pdf 22

Eight Questions (cont’d.) 5.What specific outcome(s) do we expect to see from each activity? 6.How will we measure success when evaluating each activity? 7.What is our timeline for each activity? 8.How will we track our progress? Adapted from How to Create an Outreach Work Plan – Enroll America content/uploads/2013/12/Enroll-America-Factsheet-HowToOutreachWorkPlan.pdf accessed 2/13/15https://s3.amazonaws.com/assets.enrollamerica.org/wp- content/uploads/2013/12/Enroll-America-Factsheet-HowToOutreachWorkPlan.pdf 23

Seven Steps 1.Establish an “outreach master work plan”... Then, establish an individual plan for each team member that includes the activities only he or she is responsible for. 2.Define your goals, strategies, and activities based on your target audience. 3.Include all project team members in the development of the outreach work plan. Adapted from How to Create an Outreach Work Plan – Enroll America content/uploads/2013/12/Enroll-America-Factsheet-HowToOutreachWorkPlan.pdf accessed 2/13/15https://s3.amazonaws.com/assets.enrollamerica.org/wp- content/uploads/2013/12/Enroll-America-Factsheet-HowToOutreachWorkPlan.pdf 24

Seven Steps (cont’d.) 4.Apply the SMART framework to develop your goals and activities: specific, measurable, attainable, relevant, and time-bound. 5.Detail your activities as much as possible. 6.Choose indicators to measure both process and outcome results. 7.Update the work plan to reflect whether an activity is complete, incomplete, or in progress. Adapted from How to Create an Outreach Work Plan – Enroll America content/uploads/2013/12/Enroll-America-Factsheet-HowToOutreachWorkPlan.pdf accessed 2/13/15https://s3.amazonaws.com/assets.enrollamerica.org/wp- content/uploads/2013/12/Enroll-America-Factsheet-HowToOutreachWorkPlan.pdf 25

ActivitiesTimelineExpected Outcomes Staff Responsible Measure of Effectiveness Status / Comments Outreach Work Plan for: Work Plan Period: Goal: Strategy: Adapted from How to Create an Outreach Work Plan – Enroll America content/uploads/2013/12/Enroll-America-Factsheet-HowToOutreachWorkPlan.pdf accessed 2/13/15https://s3.amazonaws.com/assets.enrollamerica.org/wp- content/uploads/2013/12/Enroll-America-Factsheet-HowToOutreachWorkPlan.pdf Sample Header w/Grid Columns 26

Adapted from How to Create an Outreach Work Plan – Enroll America content/uploads/2013/12/Enroll-America-Factsheet-HowToOutreachWorkPlan.pdf accessed 2/13/15https://s3.amazonaws.com/assets.enrollamerica.org/wp- content/uploads/2013/12/Enroll-America-Factsheet-HowToOutreachWorkPlan.pdf HEADER Outreach Work Plan for: List your program’s name–this is for the masterwork planOR Outreach Staff Member Name: List the team member’s name–this is the individual work plan Work plan period: List the time period covered Goal: List what you are planning to achieve during the work plan period Strategy: List your overall strategy to achieve the goal above Plan Template 27

Adapted from How to Create an Outreach Work Plan – Enroll America content/uploads/2013/12/Enroll-America-Factsheet-HowToOutreachWorkPlan.pdf accessed 2/13/15https://s3.amazonaws.com/assets.enrollamerica.org/wp- content/uploads/2013/12/Enroll-America-Factsheet-HowToOutreachWorkPlan.pdf Columns Activities: List tasks you will perform. Include methods and tools you will use. Add where and how you will conduct each activity. Timeline: Specify the timeline for completing each activity. Expected Outcomes: List what you hope to achieve with your outreach activities. Plan Template 28

Adapted from How to Create an Outreach Work Plan – Enroll America content/uploads/2013/12/Enroll-America-Factsheet-HowToOutreachWorkPlan.pdf accessed 2/13/15https://s3.amazonaws.com/assets.enrollamerica.org/wp- content/uploads/2013/12/Enroll-America-Factsheet-HowToOutreachWorkPlan.pdf Columns (cont’d.) Staff Responsible: List who will implement each outreach activity. Measure of Effectiveness: List the indicators that will help you measure and evaluate your process and outcomes. (sample indicators on slides 34-38) Status/Comments: Note if the activity is complete, incomplete, or in progress. It’s also helpful to specify if this is a one-time activity or ongoing. Plan Template 29

Inputs for Creating the Plan epidemiological and service data key informants: –PLWHA –medical providers –social service providers –other community leaders –other? 30

Discussion question #2: What types of non-HIV-specific groups serve PLWHA in our area? Please chat in your responses. 31

How will we know if our strategy is working? 32

Tracking Outcomes For each activity conducted, it is important to track: o # of individuals reached, by relevant categories (i.e., # of PLWHA, providers, other staff, etc.) o # of intakes/enrollments resulting from above o # of above who attend education session(s) o # of above who accept BH service referral o # of above who attend BH service appointments 33

Type of Activity / MethodSample Indicators Printed Materials Distribution (fliers, posters, etc.) Number of: Calls received Face-to-face meetings Individuals enrolled through this strategy Materials distributed Location in which consumers found your printed materials – specify which materials they saw * If you have a website, you can also monitor traffic to see if it increased after you distributed the material. Adapted from How to Create an Outreach Work Plan – Enroll America content/uploads/2013/12/Enroll-America-Factsheet-HowToOutreachWorkPlan.pdf accessed 2/13/15https://s3.amazonaws.com/assets.enrollamerica.org/wp- content/uploads/2013/12/Enroll-America-Factsheet-HowToOutreachWorkPlan.pdf 34

Type of Activity / MethodSample Indicators Presentations Number of: Calls received Face-to-face meetings People in the audience Individuals enrolled through this strategy Presentations given Presentation location *It is important for your evaluation process to capture the name and location of the of the institution where presentation was given. Adapted from How to Create an Outreach Work Plan – Enroll America content/uploads/2013/12/Enroll-America-Factsheet-HowToOutreachWorkPlan.pdf accessed 2/13/15https://s3.amazonaws.com/assets.enrollamerica.org/wp- content/uploads/2013/12/Enroll-America-Factsheet-HowToOutreachWorkPlan.pdf 35

Type of Activity / MethodSample Indicators Events Number of: Events held Participants at event Individuals enrolled through this particular event Materials distributed at the event Adapted from How to Create an Outreach Work Plan – Enroll America content/uploads/2013/12/Enroll-America-Factsheet-HowToOutreachWorkPlan.pdf accessed 2/13/15https://s3.amazonaws.com/assets.enrollamerica.org/wp- content/uploads/2013/12/Enroll-America-Factsheet-HowToOutreachWorkPlan.pdf 36

Type of Activity / MethodSample Indicators Partnership Development Number of: Organizations helping you with your goal Referrals made to organizations (keep track of the name of the institution) Referrals received and by whom Individuals enrolled through this particular strategy Adapted from How to Create an Outreach Work Plan – Enroll America content/uploads/2013/12/Enroll-America-Factsheet-HowToOutreachWorkPlan.pdf accessed 2/13/15https://s3.amazonaws.com/assets.enrollamerica.org/wp- content/uploads/2013/12/Enroll-America-Factsheet-HowToOutreachWorkPlan.pdf 37

Type of Activity / MethodSample Indicators Earned media efforts Number of: Articles and stories (print and online) about your organization Times staff participated in Radio and TV programs Calls received or other notable outcomes Television stories that feature your outreach Individuals enrolled through this particular strategy Adapted from How to Create an Outreach Work Plan – Enroll America content/uploads/2013/12/Enroll-America-Factsheet-HowToOutreachWorkPlan.pdf accessed 2/13/15https://s3.amazonaws.com/assets.enrollamerica.org/wp- content/uploads/2013/12/Enroll-America-Factsheet-HowToOutreachWorkPlan.pdf 38

Erie County Medical Center Strategy: 1) review charts for MH &/or AOD use issues, and persons previously referred but never attended BHS; 2) create Emergency Dept reports of ED patients with HIV as diagnosis. Rationale: high pt. volume + readily accessible data; identify persons who are resistant, have never discussed BHS, or were never linked to BH care Challenges: time consuming; patient priorities and perception of “problem”; environmental barriers To date: easy to identify prospects; many patients already linked to care 39

L. I. Council on Alcoholism and Drug Dependence Strategy: BHE accompanies partner agency’s syringe exchange van 3 hrs. Rationale: direct interaction with individuals at high- risk for HIV infection; increase uptake in testing and awareness of BHE opportunity for those testing HIV+ Challenges: current intoxication of some individuals; at-risk strategy, rather than known HIV+s To date: building rapport with individuals at high risk, w/potential to reach others in their networks; strengthening collaboration with partner agency 40

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Thank you! Michelle John 42