Utilizing Digital Media to Reach Behavioral Health Professionals. Kristin Harms Communications Manager June 20, 2013

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1 Utilizing Digital Media to Reach Behavioral Health Professionals Kristin Harms Communications Manager June 20, 2013

2 Outline About the California Smokers Helpline Why Advertise to Health Professionals? Behavioral Health Professional Advertising Campaign Lessons Learned About Provider Advertising

3 California Smokers Helpline A free, statewide, telephone-based tobacco cessation program Available in multiple languages: English, Spanish, Cantonese, Mandarin, Korean, Vietnamese Established in 1992 by UCSD researchers Proven in clinical trials to double a smoker s chance of success Monday Friday: 7am to 9 pm and Saturday: 9 am to 1 pm Funded by California Department of Public Health and First 5 California

4 Why Target Health Professionals? 60,000 Helpline Call Referral Sources 50,000 40,000 30,000 20,000 10,000 Media Health Care Providers Friend/Family Other TOTAL 0

5 Provider Advertising Campaigns

6 Evolution of Helpline Provider Advertising Increased spend on digital vs. print media Development of more compelling online content Development of more specific, measurable campaign outcomes Utilization of marketing automation to more accurately measure campaign outcomes

7 Why Target Behavioral Health Professionals? Smokers with behavioral health conditions have smoking rates 2-4 times higher than the general population 1 The majority of persons with mental illness and substance use disorders want to quit smoking and want information on cessation services and resources 2 Persons with mental illness and substance use disorders can successfully quit tobacco 3 1. Kalman, 2005; 2. Prochaska et.al., 2004, Prochaska et al,,2009, Joseph et.al., 2004 ; 3. el-guebaly, Cathcart, Currie, Brown, & Gloster, 2002;

8 Target Audience Drug and alcohol counselors Psychiatric nurses Licensed clinical social workers Marriage and family therapists Licensed clinical psychologists Physicians: family practice, internal medicine, psychiatry

9 Core Message "People with mental illness and substance use disorders want to quit smoking, can quit successfully, and you can help them."

10 Call to Action Talk to your patients/clients about quitting smoking For more help, refer your patients/clients to NO-BUTTS for free help quitting smoking Visit for free training, information, and patient materials

11 Print Creative

12 Digital Ads

13 Digital Ads

14 Digital Ads

15 Digital Ads

16 Campaign Channels Print Ads: Addiction Professional, California Psychologist Website Banner Ads: American Psychological Association, Medscape, Wiley Online Library Addiction Professional e-blasts, Advance for Nurses e-blasts, National Association of Social Workers (NASW) e-newsletter, Nurse.com e-blast Direct Mail: National Association of Social Workers members in California, American Association of Marriage and Family Therapists members in California Added Value Placements

17 Schedule Print and digital advertising: February through September 2012 Direct mail: February, April, June, and August 2012

18 Campaign Offers Provider ToolKit Tobacco Cessation for Persons with Mental Illness or Substance Use Disorders fact sheet Ready to Quit Smoking? patient flyer Helpline materials order form

19 Campaign Offers Three Webinars Smoking and Behavioral Health Latest Research and Promising Practices for Treating Tobacco in Smokers with Co-Occurring Mental Disorders Treating Tobacco Dependence in Smokers with Substance Use Disorders

20 Marketing Automation

21 Digital Ads

22 Evaluation Criteria Number of new contacts or leads Number of orders of Helpline promotional materials Number of webinar registrants

23 New Leads: 901 Print 5.1% Web Banner Ads 33.7% 46.5% Direct Mail Web Banner Ads Print Direct Mail 14.7%

24 Average Cost Per Lead: $122 , $51.55 Print, $ Digital Ads, $ Digital Ads Direct Mail Direct Mail, $ Print

25 Effectiveness of Offers Webinar #3, 26.4% Webinar Recordings, 5.1% Provider Kit, 28.9% Provider Kit Webinar #1 Webinar #2 Webinar #2, 18.1% Webinar #1, 21.5% Webinar #3 Webinar Recordings

26 New Customers to to Total Orders of Promotional Materials Orders by Behavioral Health Providers

27 Lessons Learned-Provider Advertising Target a specific audience with a relevant message Utilize specialized publishers that reach the target audience Combine a variety of media with more emphasis on online advertising and less on print Field test creative Rotate creative frequently

28 Lessons Learned-Provider Advertising Keep campaigns short and impactful (6 months or less) Offer a few relevant, compelling offers Develop measurable objectives and evaluation criteria Identify appropriate metrics and data sources at the outset Consider marketing automation Consider hiring a digital media expert

29 Contact Information Kristin Harms Communications Manager California Smokers Helpline (858)