L e ve r aging L imite d F unds for Maximum Impac t Ove rc o - - PowerPoint PPT Presentation
L e ve r aging L imite d F unds for Maximum Impac t Ove rc o ming c ha lle ng e s with inno va tive me dia so lutio ns fo r a ny b udg e t E rin Hill, Dorc he ste r Co. He a lth De pt. Curre ntly the Mid-Sho re Opio id Misuse Pre
Ove rc o ming c ha lle ng e s with inno va tive me dia so lutio ns fo r a ny b udg e t
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Curre ntly the Mid-Sho re Opio id Misuse Pre ve ntio n Co o rdina to r.
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Uniq ue ly po ise d fo r this ro le
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ne a rly 20 ye a rs in the pre ve ntio n a nd tre a tme nt fie lds,
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live d e xpe rie nc e with the fa mily dise a se o f a ddic tio n.
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Nic he ma rke ting a g e nc y tha t fo c use s o n sub sta nc e a b use pre ve ntio n c a mpa ig ns.
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E xte nsive kno wle dg e o f the c ha lle ng e s o f rura l ma rke ts.
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I nno va tive wa ys o f re a c hing rura l a udie nc e s, in pa rtic ula r ha rne ssing the po we r o f c o mmunity via so c ia l me dia .
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Atte nde d se ve ra l CADCA c o nfe re nc e s a nd ha s pre se nte d a t MSPF sympo siums.
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Opio id Misuse Pre ve ntio n Pro g ra m
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F unde d b y SAMHSA a nd BHA
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Sta rte d in F Y15
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Only re g io na l a pplic a tio n in the sta te
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unding to e xpa nd o n Co unty Ove rdo se Pre ve ntio n Pla ns (c re a te d in 2013)
○ Use s Stra te g ic Pre ve ntio n F
ra me wo rk (SPF ) pro c e ss
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va lua tio n a nd T A pro vide d b y UMD Sc ho o l o f Pha rma c y
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he ONL Y re g io na l pro je c t in the Sta te
○ 5 c o untie s pa rtic ipa ting
○ K
e nt
○ Que e n Anne ’ s ○ T
a lb o t
○ Ca ro line ○ Do rc he ste r (fisc a l le a d)
Pho to Cre dit: http:/ / www.hmisa dmin.c o m/ ma p
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a w e nfo rc e me nt, judg e
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MS
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re a tme nt, Re c o ve ry & Pre ve ntio n
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MBs
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ib ra rie s, Co lle g e s, ho spita ls
○ Priva te Citize ns ○ Me nta l He a lth ○ DHS
Pho to Cre dit: http:/ / www.hmisa dmin.c o m/ ma p Da ta fro m 2010 US Ce nsus
○ Po pula tio n 19,730 ○ 1 He ro in-Re la te d De a th 2016 ○ 3 F
e nta nyl-Re la te d De a ths 2016
○ 5.6% o f hig h sc ho o l stude nts ha ve inje c te d a n ille g a l drug into the ir b o dy a t le a st o nc e ○ E
stima te d 151 pe o ple a g e d 12+ de pe nde nt o n o r a b using o pio ids
○ a ppro x. 183 pe o ple in ne e d o f Opio id Use Diso rde r T
re a tme nt
Population Estimate US Census V2016, Death info from BHA, injection info - YRBS 2014 high school data, treatment info BHA OUD Treatment Needs Assessment Report
○ Po pula tio n 48,929 ○ 4 F
e nta nyl-Re la te d De a ths 2016
○ 4 He ro in-Re la te d De a th 2016 ○ 7.3% o f hig h sc ho o l stude nts ha ve inje c te d a n ille g a l drug into the ir b o dy ○ E
stima te d 377 pe o ple a g e d 12+ de pe nde nt o n o r a b using o pio ids
○ a ppro x. 434 pe o ple in ne e d o f Opio id Use Diso rde r T
re a tme nt
Population Estimate US Census V2016, Death info from BHA, injection info - YRBS 2014 high school data, treatment info BHA OUD Treatment Needs Assessment Report
○ Po pula tio n 37,278 ○ 7 F
e nta nyl-Re la te d De a ths 2016
○ 4 He ro in-Re la te d De a th 2016 ○ 4.6% o f hig h sc ho o l stude nts ha ve inje c te d a n ille g a l drug into the ir b o dy ○ E
stima te d 301 pe o ple a g e d 12+ de pe nde nt o n o r a b using o pio ids
○ a ppro x. 313 pe o ple in ne e d o f Opio id Use Diso rde r T
re a tme nt
Population Estimate US Census V2016, Death info from BHA, injection info - YRBS 2014 high school data, treatment info BHA OUD Treatment Needs Assessment Report
○ Po pula tio n 32,850 ○ 3 F
e nta nyl-Re la te d De a ths 2016
○ 6 He ro in-Re la te d De a th 2016 ○ 4.9% o f hig h sc ho o l stude nts ha ve inje c te d a n ille g a l drug into the ir b o dy ○ E
stima te d 247 pe o ple a g e d 12+ de pe nde nt o n o r a b using o pio ids
○ a ppro x. 270 pe o ple in ne e d o f Opio id Use Diso rde r T
re a tme nt
Population Estimate US Census V2016, Death info from BHA, injection info - YRBS 2014 high school data, treatment info BHA OUD Treatment Needs Assessment Report
○ Po pula tio n 32, 258 ○ 3 F
e nta nyl-Re la te d De a ths 2016
○ 3 He ro in-Re la te d De a th 2016 ○ 4.9% o f hig h sc ho o l stude nts ha ve inje c te d a n ille g a l drug into the ir b o dy ○ E
stima te d 256 pe o ple a g e d 12+ de pe nde nt o n o r a b using o pio ids
○ a ppro x. 268 pe o ple in ne e d o f Opio id Use Diso rde r T
re a tme nt
Population Estimate US Census V2016, Death info from BHA, injection info - YRBS 2014 high school data, treatment info BHA OUD Treatment Needs Assessment Report
○ 3 stra te g ie s
○ Ac c e ss to T
re a tme nt & unde rsta nding the pro c e ss
○ Sa fe sto ra g e a nd dispo sa l ○ Pa tie nt e duc a tio n/ e mpo we rme nt
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Spre a d o ut
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Co nne c tivity issue s
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T ra ve l
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I nte rne t a c c e ss
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Re c e ive le ss funding fo r initia tive s
Va ria nc e in the c o untie s:
○ o ne ha d no dro p b o x ○ two ha ve no ho spita l ○ no ne ha ve de to x ○ two ha ve in-pa tie nt tre a tme nt
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Alre a dy c re a tive with limite d b udg e ts
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E xisting pa rtne rships
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L
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Stro ng c o mmunity c o mmitme nts/ g ra ssro o ts a dvo c a te s
T he le ve ls o f c o mmitme nt o f o ur c o a litio n me mb e rs g o a b o ve typic a l jo b dutie s, e tc . Our me mb e rs a re truly invo lve d a nd c o nne c te d in the ir a re a s, whic h a lso pro ve s inva lua b le fo r ma rke ting stra te g ie s.
Rura l stra te g ie s re q uire o ut-o f-the b o x ide a s. Co lla b o ra tio n is impe ra tive !
Sta rt with the b udg e t. F Y17: $28,000 fo r a dve rtising .
He re ’ s wha t $28,000 c a n g e t yo u with ma ss me dia :
○ Ab o ut 10 b ro a dc a st te le visio n spo ts. ○ A fe w we e ks o n a pro mine nt b illb o a rd. ○ Ab o ut a mo nth o n a la rg e ra dio sta tio n. ○ One o r two a ds in a na tio na l ne wspa pe r.
Unlike urb a n a re a s, the rura l Mid-Sho re is no t a n e a sy-to -re a c h a re a with tra ditio na l ma ss me dia . Re a c hing o ur po pula tio ns re q uire e xte nsive re se a rc h, kno wle dg e a nd c o mmitme nt to e a c h individua l c o unty. A c o mb ina tio n o f hig hly ta rg e te d a dve rtising c o uple d with g ue rilla -type , g ra ssro o ts/ c o mmunity-le ve l stra te g ie s a re pro ve n e ffe c tive in o ur re g io n.
○ Ge ne ra l la c k o f inve nto ry; b a nne d in T
a lb o t.
○ Wha t do e s e xist is g e ne ra lly c o ntra c te d o ut a nnua lly b y na tio na l c ha ins. ○ T
wo c o mpa nie s in the a re a - o ne is e xtre me ly e xpe nsive .
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Ca b le T e le visio n – Ca b le b uys do no t re a c h muc h o f K e nt Co unty.
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Bro a dc a st T e le visio n – Are a re a c he d do e sn’ t inc lude K e nt, whic h is a c tua lly in the Phila de lphia ma rke t. Also e xtre me ly e xpe nsive .
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Ra dio – sma ll sta tio ns o n the Mid-Sho re a re no t-ra te d, whic h me a ns a ny liste ne rship da ta is a n e stima te o nly – no Nie lse n da ta . Also c o stly fo r sma ll b udg e ts.
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E a c h c o unty ha s sma ll, ta b lo id-type pub lic a tio ns a nd a five -c o unty c o ng lo me ra te tha t inc lude s a re g io na l pa pe r a nd se pa ra te we e klie s. So me a re re la tive ly e xpe nsive .
Our rura l a re a o ffe rs se ve ra l o nline pla tfo rms with spa c e fo r sta tic a ds. We a lso ha ve a ple tho ra o f o ptio ns fo r pro g ra mma tic (no n-sta tic ) a ds. Bo th a re g o o d o ptio ns a nd de pe nd upo n yo ur stra te g y/ g o a ls.
○ Ma ny sma ll, lo c a l sta tio ns a re c o mmunity-c e ntric a nd o ffe r a ir time fo r pub lic he a lth issue s. ○ While ra dio spo ts re ma in c o stly, dig ita l (ho me pa g e ) spo ts a re ine xpe nsive . ○ Ma ny print pub lic a tio ns re g ula rly run e a rne d me dia pitc he s. ○ Ma ny lo c a l o nline pub lic a tio ns a lso re g ula rly run e a rne d me dia pitc he s. ○ Sma lle r o utle ts o fte n ha ve re la tive ly la rg e a udie nc e s a t c o mpa ra tive ly lo w c o st.
Sta tic dig ita l a ds: $2,703 Pro g ra mma tic : $1,950 Print: $5,365 T a b On fo r T a ke -Ba c k Da y: $2809 Ra dio : $2,000 F a c e b o o k: $10,000
○ 80 ra dio spo ts a c ro ss a ll c o untie s ○ 43 print a ds a c ro ss 6 pa pe rs ○ 1 spe c ia l e ditio n print inse rt ○ 10 diffe re nt dig ita l spo ts a c ro ss 3 lo c a l pla tfo rms
Mo re tha n 1.1 millio n o nline impre ssio ns (e xc luding F a c e b o o k) JUST in the five -c o unty re g io n Mo re tha n 700,000 L OCAL F a c e b o o k impre ssio ns Print a ds to mo re tha n 37,000 ho use ho lds X 8
Ma g ne ts 5,000 fo r $1,419 Ja r Grips 5,000 fo r $2,800 T ip Ca rds 24,000 fo r $2,438
We sc ripte d a nd pro duc e d fo ur vide o spo ts fo r $4,000. E a c h vide o inc lude d lo c a l pe o ple with input fro m re spe c tive c o untie s. Use d the se o n F a c e b o o k.
Pla nning sa ve s mo ne y. We c re a te 12-mo nth me dia pla ns a nd e xe c ute o ur a dve rtising b uys a ll a t o nc e . T his a llo ws us to ne g o tia te vo lume / fre q ue nc y disc o unts sa ving hundre ds a nd o fte n tho usa nds o f do lla rs.
Mo st rura l c o mmunitie s ha ve ta c tic s yo u ha ve to dig de e p fo r. E xa mple s:
○ T
a b -On a d
○ I
n-sto re tv displa ys
○ pla c e ma t a ds ○ to wn ne wsle tte rs
No thing b e a ts wa lking a nd ta lking . I f yo u hire a n a g e nc y tha t’ s no t fa milia r with yo ur re g io n, wo rk with the m to unde rsta nd yo ur uniq ue c ha ra c te ristic s,
Adve rtising re ps a re sa le spe o ple a nd o fte n se ll yo u sna ke o il. No me dia is b a d, no me dia is b e tte r. NO ma tte r wha t yo ur re p sa ys!!!!
We o fte n se e c lie nts put a ll a d mo ne y into ra dio , o r te le visio n - o r re a lly to whic he ve r a d re p g o t the re first. All o f the re se a rc h sho ws tha t a multi-pla tfo rm a d pla n is the mo st e ffe c tive .
Do yo u kno w the typic a l c ha ra c te ristic s o f e a c h o utle t yo u b uy? Ha ve yo u a ske d fo r a me dia kit? Do n’ t just b uy spa c e - re se a rc h e a c h pla tfo rm a nd ma ke sure it will re a c h yo ur ta rg e t a udie nc e . E xa mple : Are yo u ta rg e ting pa re nts yo ung e r tha n 35? Do n’ t use a ne wspa pe r!
Dig ita l a ds le t yo u se rve yo ur me ssa g e s via hig hly ta rg e te d pa ra me te rs: physic a l lo c a tio n a g e spe c ific s like ‘ re se a rc hing pa in c linic s’
T he o ld, o utda te d ma ss me dia a ppro a c h to o k a b ro a d me ssa g e a nd b la ste d it a s fa r a nd wide a s po ssib le , like o n b ro a dc a st tv. T
So while yo u ma y ‘ re a c h’ le ss pe o ple yo u’ re re a c hing the o ne s yo u mo st wa nt to ta ke the inte nde d a c tio n.
F a c e b o o k, a lo ng with se ve ra l o the r po pula r so c ia l me dia ne two rks, ha s b e c o me a n a dve rtising po we rho use . T he c o ntro l, e a se o f use a nd ta rg e ting c a pa b ilitie s a re inva lua b le a nd impo rta nt to mo st a ny pro je c t. Ho we ve r, b e c a use o f the re ve nue F a c e b o o k a ds drive , o rg a nic g ro wth is ne xt to impo ssib le .
Whe n we la unc he d o ur OMPP F a c e b o o k this ye a r we ha rne sse d the po we r o f o ur c o a litio n. Ma ny o f o ur pa rtne rs ha d F a c e b o o k pa g e s with la rg e a udie nc e s, so simply a sking fo r the m to sha re the ne w pa g e g a rne re d inc re a se d e xpo sure a nd re a c h. We a lso re g ula rly a ske d o ur pa rtne rs to sha re o ur PSAs a nd o the r me ssa g e s to he lp ma ximize
We pro duc e d a vide o se rie s o f fo ur PSAs this fisc a l ye a r a nd uplo a de d e a c h to o ur ne w F a c e b o o k pa g e . T he se vide o s g a rne re d mo re tha n 8,000 vie ws in the first c o uple o f we e ks
Pa rt o f o ur suc c e ss is b e c a use we use d lo c a ls in o ur vide o s, whic h he lpe d c re a te c o mmunity b uy-in a nd sha re s o n F a c e b o o k.
We spe nt a b o ut $10,000 fo r F a c e b o o k a dve rtising to e nsure o ur me ssa g e s re a c he d o ur inte nde d a udie nc e . We ta rg e te d just o ur g e o g ra phic a re a , the n na rro we d o ur ta rg e ts furthe r b a se d upo n whic he ve r stra te g y e mplo ye d. T ha t spe nd g e ne ra te d mo re tha n 700,000 impre ssio ns JUST in o ur five -c o unty a re a , whic h me a ns NO WAST E .
T he ONL Y wa y to a c c ura te ly c o mpa re me dia is c a lle d CPM: c o st pe r tho usa nd (mile ). Anything e lse is a pple s a nd o ra ng e s! CPM = c o st / # impre ssio ns E xa mple : Print: Co st o f 1 a d pa pe r c irc ula tio n
Print: Spe nt $5365.50 with a c irc ula tio n o f 37,459 CPM = .14 Dig ita l: Spe nt $2,703 o n sta tic a ds tha t g e ne ra te d 286,235 impre ssio ns CPM = .009 F a c e b o o k: Spe nt $10,000 o n a ds tha t g e ne ra te d 724,262 impre ssio ns CPM = .01 Ca n yo u se e the c o st diffe re nc e b e twe e n print a nd dig ita l?
Me tric s. T he OMPP ha d to pro duc e de ta ile d re po rts o n pre -sta te d me tric s inc luding impre ssio ns, c lic k thro ug h ra te s a lo ng with we b site a na lytic s. F
unra te d ra dio sta tio ns ma ke re po rting impo ssib le .
We inc re a se d o rg a nic re a c h thro ug h o ur c o a litio n b y ha rne ssing the ir ne two rks. T e st, te st a nd te st so me mo re . Do n’ t g e t ma rrie d to numb e rs. Ba sic a lly, e ve rything ‘ de pe nds!’ Re se a rc h sug g e sts F a c e b o o k is no t g re a t fo r le a ds o r c o nve rsio ns, b ut is g o o d fo r g e ne ra l a wa re ne ss.
T ip: pe o ple lo ve vide o a nd the y lo ve pic ture s. K e e p yo ur so c ia l po sts/ pa g e s in line with yo ur b ra nd.
Ma ny o rg a niza tio ns fo rg e t tha t so c ia l me dia is inhe re ntly a two -wa y c o nve rsa tio n! T his is the
F
fe e db a c k fro m o ur c o mmunity. T he sub missio ns pro ve d inva lua b le in a dditio na l stra te g ie s!
Do n’ t just ha nd o ve r yo ur so c ia l me dia pla tfo rms to a nyo ne a nd a lwa ys ha ve a writte n so c ia l me dia po lic y in pla c e . At the le a st it sho uld o ve rvie w ho w to ha ndle ne g a tivity, pro fa nity, e tc . Ge ne ra lly, I ne ve r re c o mme nd a nyo ne de le te c o mme nts b ut we do a lwa ys se t the pro fa nity filte r o n stro ng !
Ma rke ting a nd c o mmunic a tio n a b o ut the o pio id c risis DOE S ha ve g uide line s a nd b e st pra c tic e s. He re ’ s the to p two , b a se d upo n re se a rc h fro m ma ssive na tio na l c a mpa ig ns:
○ F
e a r do e sn’ t wo rk.
○ Do n’ t sho w wha t yo u wa nt to pre ve nt.
E spe c ia lly with yo ung pe o ple , q uite o fte n wha t yo u think will wo rk wo n’ t. T a ke time to re se a rc h o nline , c o nduc t fo c us g ro ups WI T H T HE T ARGE T , a nd liste n.
Mo st pe o ple wo n’ t unde rsta nd o rg a niza tio na l ling o . Write e ve rything a t a sixth-g ra de re a ding le ve l!!!
With a ll yo u do , think o f la rg e b ra nds like Nike - the y do n’ t just se ll pro duc ts. T he y se ll a life style .
De fine b udg e t. De fine / a na lyze yo ur ta rg e ts. Pic k yo ur c ha nne ls. Ma ke a 12-mo nth pla n.
T hink a b o ut the ve nue b e fo re yo u c re a te yo ur me ssa g e . T ie e ve rything to yo ur o b je c tive s. K e e p it c le a r a nd c o nc ise .
Alwa ys inc lude a c a ll to a c tio n. E ve ry dig ita l spo t sho uld inc lude CL I CK HE RE
he n, me a sure tho se c o nve rsio ns. Ra dio / Print - push to yo ur we b site a nd/ o r pro mo te pho ne c a lls. F a c e b o o k - pa g e b utto n.
Build in SMART
Co nsta ntly re vie w a nd a da pt a s ne e de d . Do n’ t g e t stuc k o n the wro ng me tric s (pa g e like s!)
Ge t fa milia r with yo ur pa g e insig hts. T ha t’ s g o ld.
$20,000 fo r a dve rtising AL L DI GI T AL !!!!
I g no re e ve rything yo u re a d a b o ut wha t yo u ‘ must’ do . No t e ve ryo ne ne e ds T witte r, o r I nsta g ra m. T he re is no pe rfe c t time to po st. Yo u c a n’ t me ss it up.