Using social marketing to promote community-based diabetes prevention lifestyle programs to people with prediabetes

Background: In 2010, the Centers for Disease Control and Prevention (CDC) announced the rollout of the National Diabetes Prevention Program, designed to bring evidence-based structured lifestyle interventions for preventing type 2 diabetes to communities. One challenge was motivating people at risk to be screened for prediabetes and to enroll in the lifestyle program.

Methods: Social marketing methods were used to develop a toolkit for community organizations to use in promoting their programs. Interviews with existing and potential lifestyle program staff identified the need for tailorable resources for consumers. Reviews of empirical and theoretical literature, and cluster analysis of survey data, identified audience segments and suggested approaches for motivating each group to be screened and to participate in a lifestyle program. Program planners developed and tested relevant concepts in focus groups with each segment in three U.S. cities.

Results and discussion: Three distinct audience segments were identified – unaware of risk, aware but not acting, and diagnosed with prediabetes. Theory and research results suggested testing different message approaches addressing urgency, threat, self efficacy, outcome efficacy, and social support for each audience segment. This presentation will describe how the results of the focus groups were used to develop template promotional materials and tips for tailoring them to local audiences and show the final components of the toolkit. It will also discuss lessons learned about segmenting audiences for diabetes prevention efforts, effective ways to reach and motivate people at risk, and the importance of simultaneously addressing healthcare providers, family members, and friends.