Advisory Council July 2013 Meeting Presentation: Building Awareness

ADVISORY COUNCIL ON ALZHEIMER'S RESEARCH, CARE, AND SERVICES

Friday, July 19, 2013

Building Awareness:Three Lessons from Long-Term Care

Hunter McKay
Administration for Community Living/Administration on Aging

National Plan to Address Alzheimer's Disease Education & Awareness Goals

• Alzheimer's Outreach
  • Strategy 4.A.1 Design and conduct a national education and outreach initiative Anchor: alzheimers.gov Target: dementia caregivers Competition: significant
• Long-Term Care Awareness
  • Strategy 3.C.2 Expand long-term care awareness efforts Anchor: longtermcare.gov Target: Adults 45 -70 Competition: minimal

LTC Campaign Parameters

• Goal: Provide information and tools to facilitate planning ahead for long-term care (including dementia).
• Target audience:
  • Pre-retirees and newly retired
  • Ages 45 - 70
• Estimated Funding Level:
  • FY 2011 - $3 million
  • FY 2012 - $3 million
• Funds appropriated on a one-year basis

Long-Term Care Considerations

• Lack of Knowledge: Pre-retires and retirees remain unaware of:
  • risk
  • cost
  • how to prepare
• Fear: Alzheimer's disease is the #1 health fear of both pre-retirees and retirees
• No Self-Identification: much of the target group does accept this issue as something they need to think/worry about

Major Campaign Milestones

1. Refresh content using insights from:
   • Technical panel
   • Website analytics and digital media response
2. Re-launch website
3. Select media designed for target segments
4. Use response to initial media buy to improve messaging and media placement

LTC Media Buy

• Four Components:
  • Radio PSAs
  • Digital banner and search
  • Print – magazine ads
  • Partnerships/Matte releases
• Timetable:
  • Current campaign concluded by September 30th

Banner Ads

Five separate quick-draw cartoons, the following is the punch line panel. The set-up: Reason # ? for planning ahead for long-term care. Because…….

Ad in Motion: 321fastdraw.com/projects/ltc03_BannerAds03_Coupon_v4_01.html

Long-Term Care Awareness Initial Strategy

• Introduce concept of "Long-Term Care Planning"
• Normalize concept as a part of retirement planning
• Key Message Points: (Tone: Coaching/humor)
  • Plan ahead to stay in charge
  • Planning ahead is good for you and your family
  • Planning is not just long-term care insurance

Lesson #1. Meet them where they are or, don't get ahead of your target market.

• Our audience was not ready
• "Long-term Care Planning"
  • Concept had no meaning
  • "I don't know enough"
• Premature calls to action made users feel more unprepared and fearful

Lesson #2. If you listen, they will tell you….. so listen well.

• Target market may not know how they feel as many of them are trying not to think about it
• Focus group misdirection
• Digital metrics (ad response + website analytics) and usability testing offered the best ways of understanding our target market

Heat Map

Google Analytics

Lesson #3. Speak to the ear they listen with.

• Audience may be more comfortable acknowledging one or more components instead of the whole
• Audience selected the context in which they were most comfortable with these concepts
• Engagement increased by understanding audience comfort level and building on it

Current Site

Creative Comparison

Placement Comparison

Moving Forward

• Cooperate -- Coordinate -- Partner
  • Select networks/partners already engaging audience on topics that reflect their preferences
  • Go to them (Pathfinder widget)
• Listening is key to future content development and marketing investment
• Employ strategies that allow audience to find their own comfort level

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