Utilizing Social Marketing for TB Education
with the Navajo Nation
Diana Fortune RN BSN
Program Manager
New Mexico DOH
Objective

Describe social marketing strategies
utilized on the Navajo Nation to provide
community TB education
What is Social Marketing?
“…….the use of marketing principles to
influence human behavior in order to improve
health or benefit society.”
CDC: Gateway to Health Communication & Social Marketing”
Types of Social Media

High Tech:
Technology available to person
 Ability to use technology
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Low Tech:

More passive on client’s part
Types of Social Media

High Tech

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Internet
Twitter
YouTube
Facebook

Low Tech


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Posters
Movie Ad
Television
Billboards
Radio
When has social marketing exacted changes in behavior?
When has social media exacted changes in behavior?
When has social marketing exacted changes in behavior?
When has social marketing exacted changes in behavior?
Health Communication Basics
How Do I Do It?
 Describe the problem
 Perform Market Research
 Define Market Strategy
 Develop Interventions
 Evaluate your plan
 Implement your plan

How Do I Do It?

Careful thought & knowledge of problem
Public health surveillance – disease burden
 Needed Policy changes


CDCynergy
modelhttp://www.orau.gov/cdcynergy/soc2w
eb/default.htm
Health Communication Basics
How Do I Do It?
 Describe the problem
 Perform Market Research
 Define Market Strategy
 Develop Interventions
 Evaluate your plan
 Implement your plan

Describe the problem

TB Mortality Study from 2007 – 2009


16% Mortality rate in NM
Populations Impacted
Native American – (40%)
 Hispanics born in Mexico – (40%)

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Reasons
Delay in patient seeking treatment
 Delay in clinician diagnosis

Health Communication Basics
How Do I Do It?
 Describe the problem
 Perform Market Research
 Define Market Strategy
 Develop Interventions
 Evaluate your plan
 Implement your plan

Perform Market Research

Enhance understanding of your target
audience’s characteristics

NM DOH TB Program met with:
Navajo Nation TB Program
 Indian Health Services

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Appropriate Media

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Poor access to internet
Good portion of Navajo – do not have electricity
Cell phone reception is poor in many areas
High Tech Media – not an option
Health Communication Basics
How Do I Do It?
 Describe the problem
 Perform Market Research
 Define Market Strategy
 Develop Interventions
 Evaluate your plan
 Implement your plan

Define Market Strategy

Plan of action- entire marketing program
Target audience
 Desired behavior change
 Benefits
 Interventions to support change

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Researched “products” already developed

Washington State, Canada
Health Communication Basics
Describe the problem
 Perform Market Research
 Define Market Strategy
 Develop Interventions
 Evaluate your plan
 Implement your plan

Develop Interventions

Patient education:
Posters, billboards, movie ads, radio ads
 Documentary of TB on Navajo Nation
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Utilized in waiting rooms in IHS facilities
Clinician Education
Four Corners TB/HIV Conference
 UNIDOS Conference
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Navajo Nation Posters
Billboard on Navajo Nation
Billboard: Between Las Cruces, NM & El Paso, TX & Mexico
Health Communication Basics
Describe the problem
 Perform Market Research
 Define Market Strategy
 Develop Interventions
 Evaluate your plan
 Implement your plan

Evaluate Your Plan

Ultimate Goal
Decrease in TB related deaths
 May take years to see decrease
 How to measure…..change in behaviors
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Survey outside of Movie Theatre (not viable)
 Survey outside Casino (not viable)
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Billboards display close to Casino
Utilize Census Block Groups
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30 random groups – survey 7-10 household
Health Communication Basics
Describe the problem
 Perform Market Research
 Define Market Strategy
 Develop Interventions
 Evaluate your plan
 Implement your plan

Implement Your Plan
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January 2011: Posters printed
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Reprinted Nov 2011
NM DOH Website – available to reprint
March 2011: Billboard at (2) locations
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Gallup & Farmington
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Relocated one billboard – better site
Third location added: Nov 2011
Stay in place until Jan 31, 2012 or later…….
October 2011: Movie Theatre Ads initiated
Radio Ad
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Script developed and recorded
Not on radio yet……
Cost of Implementation
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Posters: $200/approx for 300+ posters
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Billboards: $4,900/3 billboards for 1 yr +
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Movie Theatre Ads
 15 seconds; $6078 for 12 months/2 theaters
 510,000 people annual attendance
Radio Ads
 No cost;
 recorded at Four Directions Studio
 Shiprock, NM (HIS facility)
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Funding for Implementation

Media Campaign: CDC Carry over $$

Clinician Educational Conferences
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Four Corners HIV/TB
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Collaborative Effort – NM, AZ, UT, CO, NN
UNIDOS: Mini-grant CDC
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Posters/Billboards – NM Office of Border Health
How to adapt to your area…..?

Utilize tools already developed
 Adapt to your audience
 State printers

Think outside the box
 Don’t even admit there is a box

See what resources are available
 Native American Population
 IHS – media department
 Universities & other schools
 MPH students

Don’t be discouraged: Genius is just inflamed enthusiasm
TB ETN Award: Sept 2012
Social Marketing for TB Education
Go Forward With Courage
When you are in doubt, be still, and wait;
when doubt no longer exists for you, then go forward with courage.
So long as mists envelop you, be still;
be still until the sunlight pours through and dispels the mists
-- as it surely will.
Then act with courage.
PONCA CHIEF WHITE EAGLE