Archive for the ‘Diversity In Health Marketing’ Category
Some things are so obvious it doesn’t even occur to us to think about them – for instance, when it comes to information about healthy eating, it’s not just about what constitutes a healthy three meals a day … but also for whom.
Melissa Velez-Avrach, a staff blogger for the medical newswire MedPage Today writes that she loves being a Latina “but I don’t love hearing all of the statistics about how Latinos are at greater risk for this and that disease. I want Latinos to be empowered and refuse to be another statistic.” But, she points out, for a Latina/o to follow the nutritional advice being doled out from most sources pretty much requires leaving their culture behind … and really, how effective is that? (She shares a great resource for healthy South American food, by the way.)
This New York Times story makes a similar point – as America grows ever more diverse, our hospitals are getting better at meeting people where they are in order to bring them to better health. From breastfeeding instruction for Bangladeshi women to that begins with an explanation of why the yellowish breast milk isn’t “dirty” to meal plans for Hispanic people with diabetes that include foods like guava paste and plantains, we’re beginning to see more understanding of how cultural differences go beyond what people look like and what language they speak. Meaningful communication efforts start with understanding what’s important to people and recognizing what their lives are really like — if we don’t begin at the beginning we won’t get anywhere at all.
Lots of research shows that, given a choice, many people would opt for a small reward right away over a larger one delivered later – and, surprisingly, that seems true with health too. A recent study from the University of Michigan found that telling women that exercise would bring more energy and greater enjoyment of life was more motivating than the promise that exercising regularly would extend their lives.
What does this mean? That those of us in the business of marketing good health (and most especially fitness) should emphasize how great patients and clients will feel tonight and next week … not next summer!
One of the study authors, Michelle Segar, research investigator at the University of Michigan Institute for Women and Gender, noted that people “say they value health and healthy aging, but those distant benefits don’t make exercise compelling enough to fit into their busy lives.” In our day-to-day lives, emotions tend to trump logic, she explained, adding that “a more effective ‘hook’ is to rebrand exercise to emphasize the immediate benefits that enrich daily living, such as stress reduction and increased vitality.”
Everyone wants less stress and more vitality but a way to help your practice, service or shop stand out is by helping people see how those benefits translate to a better life overall. For example, feeling less overwhelmed at home or work improves relationships (who wouldn’t respond to that?) and feeling more invigorated means you get more done in less time – an idea that’s especially appealing during these times of economic stress. Other pay-offs include more creativity, a more positive outlook, sharper focus, enhanced work performance and a happier home life.
A friend of mine whose business is helping people understand and conquer their particular eating demons noted in a recent blog that we make at least 200 different food decisions each day. That’s a lot of thinking – except all too often we make these “decisions” automatically, without thinking at all, which is the problem. But if you flip this around, you realize that it’s also many different new beginnings, opportunities to start over and change the trajectory of your health. And that’s true not only of what we put in your mouths (or, more to the point, don’t) but also relevant regarding most aspects of our health.
For example, here’s a smattering of recent research findings – each demonstrating the power of making many little, good, health-supporting decisions as we go about our day:
Drinking enough water reduces risk for diabetes by 30%. Exercising just 15 minutes/day adds, on average, three years to your life expectancy … up it to 25 minutes a day and you can cancel out a genetic risk for Alzheimer’s disease.
Flossing your teeth – yes, you read that right – protects against heart disease and pneumonia
We live in an age of miraculous medicine – face transplants, artificial organs and surgical robots, for instance – but the truth is, most of us can make ourselves healthier by making a few good decisions better most days of our lives. The challenge (and this isn’t hard either, it’s what we do every day at Balance Health Communications) is for those of us in the business of communicating health information to do it in such a way that people not only understand what it takes to get healthy but also want to!
Sunday’s New York Times featured a front page story following an obese New York City teen over a year in which she had bariatric surgery, lost a whole lot of weight and then put half of it right back on. It’s a cautionary tale from many different angles but my conclusion after reading the story was that she was just too young and ill-equipped to succeed. This young girl thinks and acts like a teenager, and an immature one at that — and I mean that kindly, in that she simply doesn’t seem capable of controlling her impulses or considering the consequences of her actions. She needed to have grown-ups in her face every single day … several times a day … to even have a chance at meeting this challenge.
I have four kids –three now in their 20s – so I know of what I speak. Kids need to be told what to do and why and they need to hear it again and again and again.
So that brought my mind to yet another story I read a couple of weeks ago about a study involving teenage binge drinkers, reporting that when their doctors sent them supportive text messages (asking them how much they were drinking and, if it was excessive, urging urging them to drink less – it worked! Dramatically well, in fact – the kids cut back an average of 2.4 drinks/day.
Messaging – text, email, social media – can be an effective and inexpensive way to support healthy behaviors in people of all ages and perhaps most especially teens.
At this year’s New England Society for Healthcare Communicators conference, Larry Margolis, CEO of SPM Advertising and Marketing, gave a compelling keynote presentation on Ethics in Marketing and Advertising, in which he challenged marketers to weigh in on when, where and how it is appropriate to use superlative claims such as “best” … “only” … and “world class.”
Time was, Larry said, that the media carefully vetted healthcare advertising, insisting on documentation for claims such as “best,” “the area’s only …” and “#1.” Now that there is relatively little oversight it seems hospitals and other healthcare advertisers are getting casual about tossing around superlatives and descriptive words that are unsubstantiated or misleading. For example, a spirited back-and-forth ensued when Larry displayed a billboard promoting one hospital’s new CyberKnife as the only one in the state … despite the fact that another hospital, just a few miles away but in a different state, had one several years earlier. (Consensus – this crossed the line.)
The group also got a good laugh in a discussion about the one term everyone uses that says pretty much nothing at all … “world class.”
Do you find it challenging to come up with crisp, colorful language to describe your programs and services? Here are some good, evocative and descriptive words that you (and your readers) may find helpful, that aren’t tired and trite … and don’t go too far.
Distinguished … Attentive … Established … Sensitive … Optimal … Collaborative … Hands on … Strong … Distinctive … Precise … Non-judgmental … Efficient … Effective.
I like those last two – what about you? What efficient and effective words have you found to convey information about your organization?
It’s usually the naughty ones who know how to get kids to follow in their tracks … those of us wearing white hats can learn a lot about what works from paying close attention. This fascinating, somewhat disturbing New York Times article describes how effectively food marketers are using online games and social networks to subversively sell their sweet treats to kids. For instance –
- Kids make regular visits to online sites they like – the writer calls it their “daily digital journey.” Why not become a part of that?
- Kids love multimedia games, quizzes and cell-phone apps – plenty of opportunity there using the hospital and other community-based web sites as resources.
- Kids not only engage in fun, cool stuff voluntarily but they spread the word – so whatever it costs to reach kids is well worth it
- Kids have influence not only over their peers but also their parents, grandparents and babysitters – yet more bang for the buck. Since it happens even with unhealthy stuff (like sugar-loaded, non-nutritious breakfast foods) why not turn it around and use this powerful tool for the greater good?
- Kids expect to be talked to in a variety of ways, with one interaction leading to another. A print ad leads to a web site leads to a cell phone app leads to a Twitter feed, which – for those over age 13 – leads to Facebook.
Come to think of it, isn’t that what good social networking looks like for people of any age?
Not long ago I worked as an editor at a health-oriented company where, I discovered soon after I started, there was a steady stream of incredibly unhealthy snacks to be had. Most notable were the Girl Scout cookies (who can resist those?) which, because he believed in the organization, the company president bought in bulk!
It took months but eventually, editing story after story about heart disease and diabetes and strokes and cancer, I stopped being tempted by Thin Mints and Shortbread cookies. My awareness of the irony of this particular situation came faster, however. I noticed that it was really hard to “just say no” to snacks offered by a colleague who wanted to do something nice for the rest of us at the office. 
Seems like a small point, but it’s not really. The Wall Street Journal just did a story on why sweets in the office are not such a good idea … particularly for employers focused on wellness. Nowadays that’s practically everyone – even companies not in the business of health and wellness are paying closer attention to the health and well-being of workers.
Think about putting out healthier snacks instead. Journal columnist Sue Shellenbarger suggests stocking nuts, chewing gum or mints instead. If you have other healthful ideas, I’d love to hear about them!
An important, consistent and fascinating bit of information that keeps rising to the top of research surveys about social media is that the Hispanic market embraces email and mobile messaging as a way to communicate effectively and efficiently with healthcare providers.
This latest report from a Capstrat-Public Policy Polling survey found that Hispanics said they were more comfortable interacting with their doctors online than in person. An overwhelming 89% would take advantage of email if their doctors offered it …. 89% would set appointments online … 78% would participate in online bill payment … and 89% would call a nurse help line.
Others are open to using social media as well, though less wholeheartedly. Overall 84% of people surveyed don’t want to text or IM with their doctors but would prefer using email or submitting questions via a website.
You can read more about social media and healthcare here.
A new trend in health care is being called “the power of the gentle nudge” and it’s an amazingly simple and powerful idea – easy to do, fun, inexpensive and incredibly inexpensive. Health care providers can use email, text, Twitter and Facebook to remind people throughout the days, weeks and months that health improvement happens one small decision at a time. When people are reminded of the many healthy and delicious alternatives there are to sugar-laden soda … given easy tools and techniques to combat stress and anxiety … urged to walk for just 10 minutes a couple of times a day … or provided a shopping list of easy, nutritious breakfast choices, those decisions are likelier to get made.
When people with diabetes or hypertension are reminded to take their medications they will take them and they’re less likely to end up back in the hospital.
We’re doing some of these messaging programs at Balance (you can see our samples here) and we’re excited to see what everyone else is coming up with as well.
In the meantime, you can read more about this topic here
.
This new report from the CDC
highlights a trend we have been talking about – the growing number of people who can call themselves “cancer survivors” because their time as a cancer patient is past, yet their lives and healthcare needs have changed, forever. Of particular note is the comment of Arica White, CDC epidemic intelligence service officer: ”As the number of cancer survivors continues to increase, it is important for medical and public health professionals to be knowledgeable of issues survivors may face, especially the long-term effects of treatment on their physical and psychosocial well-being … This understanding is critical in promoting good health and coordinating comprehensive care for cancer survivors.”
What can you do to help meet the needs of people with cancer?
* Create a Facebook page for young cancer patients
* Email or text messaging info to help survivors stay healthy
* List web and community resources on your site
* Post yoga or guided meditation videos online
If you’d like to see our special report on what the marketing department can do to help meet the needs of people with cancer, shoot me an email at: nwise@balancehealthcommunications.com. It’s an important topic – a pressing need – and an opportunity to meet the needs of a growing patient population that will continue to use lots of healthcare resources.
