Arthritis Physical Therapy Marketing Project March 1, 2016 Erin Loomis, Westat
Background Healthcare provider support critical for increasing use of evidence-based physical activity (PA) & selfmanagement education (SME) programs by patients with arthritis & other chronic diseases Physical therapists (PTs) can play a valuable role in directing patients to these community-based programs Programs help PTs extend benefits of treatment outside healthcare setting APTA supports use of these programs
Project Goals/Objectives OVERALL GOAL Encourage PTs nationwide to recommend community-based PA/SME programs to patients as an adjunct to clinical management OBJECTIVES Understand PT information needs and preferences Develop marketing strategy & materials to meet these needs Implement strategy using materials & existing communication channels Evaluate & adjust in the field
Project Team Centers for Disease Control and Prevention (CDC) Arthritis Program American Physical Therapy Association (APTA) American Chronic Pain Association (ACPA) Westat, Inc. NACDD
Developmental Phases Phase I: Conduct formative research with PTs on PA/SME information needs, preferences, barriers, motivators Phase II: Develop marketing strategy & materials based on formative results, conduct audience testing Phase III: Implement marketing strategy in pilot campaign using project team channels, assess reach Phase IV: Revise implementation plan, adapt marketing activities as needed to increase reach
PHASE I: FORMATIVE RESEARCH MARCH OCTOBER 2013
Phase I: What We Did Web survey of 841 APTA members Practicing PTs who treat patients At least 50% adult patient base Primary practice setting, not academic or research Field dates: August 26 September 20, 2013 Formative interviews with PTs to develop survey, cognitive testing
Phase I: What We Learned Distinct information needs for PA vs. SME PTs receptive to recommending PA programs to patients with arthritis (75% = very likely) Information priorities are instructor training, evidence Format of programs to assess goodness of fit Concerns about instructor qualifications PTs need introduction to SME programs before willing to recommend (54% = very likely)
Phase I: What We Learned 2/3 of PTs aware of evidence-based PA programs in the community, but only 41% familiar with specific programs recommended APTA an extremely trusted messenger top rated referral source (91%) Low commitment direct outreach strategies preferred (e.g., email, web, direct mail) Most (84%) want materials to hand out
PHASE II: MARKETING STRATEGY & MATERIALS DEVELOPMENT NOVEMBER 2013 OCTOBER 2014
Phase II: What We Did Developed marketing strategy based on formative research findings Guided by behavior change model loosely based on Transtheoretical Model Phased to focus on PA programs first Designed to leverage partners for national reach Recommended online hub for sustained digital footprint
PT BEHAVIOR CHANGE MODEL
Phase II: What We Did Developed core suite of educational materials Fact sheets for PTs detailing components of each program and evidence base Decision aid for PTs Plain language handouts for patients Tested materials with target audience Revised materials based on audience feedback Submitted for CDC clearance to co-brand APTA
Overview Fact Sheet for PTs
Program Fact Sheet for PTs
PT Decision Aid
Patient Fact Sheet
PHASE III: PILOT IMPLEMENTATION NOVEMBER 2014 DECEMBER 2015
Phase III: What We Did Implementation Planning Partner-based, multi-modal approach Leverage existing APTA communication channels Take advantage of ad hoc opportunities via other partners Integrated activities and media Expanded market intel to find additional channels Successfully restructured initial plan to align with new APTA communication priorities Outlined evaluation plan
Phase III: What We Did Web Development Worked with APTA to develop central hub for materials at APTA.org (for PTs) and MoveForwardPT.com (for consumers) Conducted web usability testing onsite at APTA NEXT Conference N = 9 practicing PTs with adult arthritis patients Both sites had above average usability scores Minor revisions
New APTA Page For PT Resources
New MoveForward Page For Consumer Resources
Phase III: What We Did Campaign Goals Raise awareness among PTs about evidencebased PA programs in community settings Encourage PTs to recommend PA programs to patients with arthritis Drive PTs to APTA website to connect them with resources
Phase III: What We Did Pilot Activities June 2015: Exhibited at APTA NEXT Conference July 2015: Integrated materials into ACPA workshops June-October 2015: Conducted extensive environmental scan to expand marketing channels beyond APTA October 2015: Published post in APTA s PT in Motion News blog
NEXT Conference Exhibit
PT in Motion News Blog Post
Phase III: What We Learned Marketing Tactics & Strategies Having an online hub maintains a regular digital footprint, allows for reactivation of marketing activities Electronic /digital pushes yield immediate spikes in interest (per web traffic) Conference good for key campaign milestones (e.g., launch & usability testing) but cost-prohibitive for regular marketing Embedding materials/messages in workshops & other direct outreach can help raise awareness among both providers & patients
Phase III: What We Learned Messages & Materials Practicing PTs embrace community-based PA programs as adjuncts to care, low awareness of specific programs Messages resonate Programs have been assessed for credible evidence of benefit Can help patients extend benefits of care outside therapeutic setting Both APTA & CDC support their use Materials developed with APTA members Available online for PTs to use, print, share
Phase III: What We Learned Communication Channels APTA is primary authority for both member & nonmember PTs Parent org provides trusted brand recognition, stable online resource, periodic support Can work directly with APTA chapters & sections Shift to online and social media PTs are online (blogs, Twitter, Facebook) Actively discussing arthritis though not programs Landscape is crowded, need targeted strategy
Phase III: What We Learned Arthritis Council Surveyed Council September 2015 11 state arthritis programs responded 4 work with PTs, mostly to refer patients & deliver programs 6 of 7 who do not work with PTs would like to, in wider capacities like engaging health systems & educating PTs
Phase III: What We Learned Arthritis Council Types of Resources Needed For Campaign Educational materials for PTs Technical assistance Educational materials for patients Webinars Evaluation tools Web/social media content Communications 0 2 4 6 8 10 Number respondents
PHASE IV: EXPANDED IMPLEMENTATION JANUARY SEPTEMBER 2016
Phase IV: What s Next Update implementation plan Goal is to continue driving web traffic Target APTA sections & chapters Identify online influencers Continue leveraging existing communication channels of project partners (websites, newsletters, e-blasts, social media) Work towards practice change via preliminary outreach to regional PT networks, Arthritis Council, other champions in field Consider direct-to-consumer outreach
Phase IV: What s Next Assess & adapt marketing activities Leverage APTA resources channels as much as possible Lay foundation for non-apta channels Optimize/refine materials & collateral as campaign toolkit
Acknowledgments Jason Bellamy, APTA Morenike Bello, Westat Anita Bemis-Dougherty, APTA Jennifer Berktold, Westat TaWanna Berry, Westat Theresa Brady, CDC Mari Brick, NACDD Penney Cowan, ACPA Laura Lourenco, Westat Natasha McCoy, NACDD Erica Odom, CDC Angela Oliver, CDC Jennifer Rondon, APTA Julie Yegen, Westat