Advisory Council July 2013 Meeting Presentation: Building Awareness

07/19/2013

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…….

Banner Ads
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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National Alzheimer's Project Act Home Page

Advisory Council on Alzheimer's Research, Care, and Services Page

Advisory Council on Alzheimer's Research, Care, and Services Meetings Page

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