Exploring the Feasibility
of Increasing the Visibility of
Self Management Education
Teresa J. Brady, PhD
Arthritis Program
Centers for Disease Control and Prevention
Project Overview
Goal:
 Explore the feasibility of developing a self
management education visibility campaign
that:
appeals to people with a variety of chronic
conditions
 is not marketing a specific intervention
program

Project Overview
Major Steps:
 Environmental Scan/Situational Analysis
 Preliminary audience research
 Developing and testing revised concepts and
channels
 Development of Strategic Marketing Plan and
supporting materials
 Materials/execution testing
 Preparation of revised Strategic Marketing
Plan and supporting materials for field testing
Self Management Education (SME)
Definition:
 interactive educational interventions
specifically designed to enhance patient
self-management.
Self-management education is:
patient driven
 focused on building generalizable skills

 i.e.;
goal setting, decision making,
problem solving, and self-monitoring.
Simplified Path to Becoming a
Chronic Disease Self Manager
(The World According to Terry)
Recognition
• Symptoms
• Chronic
Condition
A-Ha
Moment
“I have a
role (or
better figure
out how) to
manage this”
The
Learning
Process
• Self Study
• Asking
Questions
• Trial and
Error
Active Self
Managing
• Monitoring
• Adapting
• Problemsolving
Accelerating the Learning Process
Recognition
• Symptoms
• Chronic
Condition
A-Ha
Moment
“I have a
role ( or
better figure
out how) to
manage this”
The
Learning
Process
• Self Study
• Asking
Questions
• Trial and
Error
Active Self
Managing
• Monitoring
• Adapting
• Problemsolving
Self Management
Education/Training
A-Ha
#2
“gotta
learn
how”
How to
learn ?
“maybe
a class”
Seeking
• Physician
Resour • Word of mouth
ces
• Direct to consumer
Accelerating the Learning Process
Recognition
• Symptoms
• Chronic
Condition
A-Ha
Moment
“I have a
role ( or
better figure
out how) to
manage this”
The
Learning
Process
• Self Study
• Asking
Questions
• Trial and
Error
• Monitoring
Active Self • Adapting
Managing • Problemsolving
Self Management
Education/Training
A-Ha
#2
“gotta
learn
how”
How to
learn ?
“maybe
a class”
Seeking • Physician
Resour • Word of mouth
ces
• Direct to consumer
Intervention
- specific
Marketing
Environmental Scan/
Situational Analysis


Conducted by
FHI360
3 components:
Literature review
 Review of selected
marketing materials
 13 Key Informant
Interviews


Perspectives
Represented
Advocacy
 Government
 Health Plans
 Pharma
 Program
development

Starting Point:
Arthritis Audience Research



49 Focus Groups
Approximately 375 participants
4 projects
Attitudes toward Self Management (1999, 2000)
 Understanding Attitudes toward AF Programs (2003)
 What Do Consumers Want? (2005, 2006)
 Exploring the Value Proposition for Self
Management Education (2006)

Selected Learnings about
Self Management Education
From People with Arthritis
 Key reason they do not attend SME
programs


Don’t seek programs


Do not know they exist
Believe if they exist, my doctor would have
already told me about them
Key motivators for seeking out remedy
Reducing pain and limitation
 Maintaining independence

Selected Learnings about
Self Management Education
From People with Arthritis
 Preferred language
Self management—not self help or self
care
 Help you learn—not teach you, help build
skills
 Learn techniques or strategies—not tools or
skills


Preferred message carrier

Someone like me, who has benefitted
Selected Learnings from the
Key Informant Interviews

Awareness of SME
Are aware of specific self management
behaviors or lifestyle changes
 Not familiar with SME concept or programs


Key motivators


Feel better/reduce symptoms
Preferred message carrier

Someone like me, program ambassador
Selected Learnings from the
Key Informant Interviews

Role of Physicians—Mixed Blessing
Recommendation is motivating
 Providers unaware of programs
 Providers aware but reluctant to refer

 Not
part of evidence-based practice
 Don’t want to lose control
 Are not reimbursed for making referrals
Selected Learnings from the
Key Informant Interviews
Selected Recommendations
 Segment on readiness to change/patient
activation
 Use positive messages focused on quality
of life and hope
 Recent hospitalization is window of
opportunity
 Marketing materials not enough; need
active outreach strategy
Selected Learnings from the
Key Informant Interviews

Challenges to a broad awareness
campaign
People may pay more attention to
messages about “their diseases”
 What is the call to action?

?
Ask your Doctor
 ? Central web site or 1.800 number
Analysis of Interventionspecific Marketing Materials




Arthritis Foundation Self Help Program
CDSMP
CIGNA WellAware for Better Health
Better Choices, Better Health-Diabetes
Marketing Materials Commonalities

Materials:
Flyers, brochures, press releases
 2 provide templates for localization


Channels:


Direct mail, media relations, provider
outreach, word of mouth
Messages:

Positive tone, emphasize control,
benefits of managing disease
Where do we go from here?

Environmental Scan Main Conclusions:
Literature not too helpful
 Key informant interviews suggest may
be value in broad awareness of SME
campaign
 Marketing materials share common
elements



Form a project advisory group
Proceed with initial phase of audience
research
Contact Info
Teresa J. Brady, PhD
Senior Behavioral Scientist
Arthritis Program
Centers for Disease Control
and Prevention
4770 Buford Hwy MS K-51
Atlanta GA 30341
770-488-5856
tob9@cdc.gov