243347 Getting through to health care providers: Using social marketing to engage health care providers in community-based diabetes prevention lifestyle programs

Tuesday, November 1, 2011

Joshua Petty, MBA , Division of Diabetes Translation, Centers for Disease Control and prevention, Atlanta, GA
Judith McDivitt, PhD , National Diabetes Education Program, Centers for Disease Control and Prevention, Atlanta, GA
Shelly Heath-Watson, MA , ICF Macro, Rockville, MD
Dianne Fragueiro, MPH , Marketing, ICF Macro, Rockville, MD
Background: In 2010 the Centers for Disease Control and Prevention announced the rollout of the National Diabetes Prevention Program, which is designed to bring evidence-based structured lifestyle interventions for preventing type 2 diabetes to communities. Like other health programs, awareness of and referral by Health Care Providers (HCPs) has posed a challenge. HCPs are in a position to screen people for prediabetes and then refer them into a structured lifestyle program.

Methods: Social marketing methods were used to develop specific materials to increase screening and referrals by HCPs as part of a larger promotional toolkit. Interviews with existing and potential lifestyle programs confirmed the important role HCPs play in identifying people at risk, and encouraging them to enroll in the program. Reviews of empirical and theoretical literature suggested possible approaches for motivating this audience to take action. Focus groups were conducted in three U.S. cities with non-physician providers, i.e. (nurses, physician assistants, pharmacists, diabetes educators, etc.) and 20 individual phone interviews with physicians were conducted to test various concepts and approaches.

Results and discussion: Communication theory and collective secondary research suggested testing message approaches that address urgency, threat, self-efficacy, outcome efficacy, peer support, and recognition for both physicians and other healthcare professionals. This presentation will describe lessons learned from working with HCPs based on focus group responses and secondary research, as well as show current components of the toolkit.

Learning Areas:
Chronic disease management and prevention

Learning Objectives:
1. Describe how theory, research, and social marketing methods were used to develop the healthcare provider component of a toolkit for promoting community-based diabetes prevention lifestyle programs. 2. Describe the characteristics of two distinct audience segments. 3. Explain the promotional approaches and messages most likely to reach and motivate HCPs.

Keywords: Diabetes, Prevention

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I work with the National Diabetes Education Program on diabetes prevention full-time. I also have an MBA in marketing and several years of experience working with health care professionals.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.