ADVISORY COUNCIL ON ALZHEIMER'S RESEARCH, CARE, AND SERVICES
Friday, July 19, 2013
Building Awareness:Three Lessons from Long-Term Care
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:
- 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
- Refresh content using insights from:
- Technical panel
- Website analytics and digital media response
- Re-launch website
- Select media designed for target segments
- 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
- Current campaign concluded by September 30th
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
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
- 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